Ukrainians launched a national campaign 'To Yourself through the Homeland' with discounts for military personnel

Tourism in Ukraine during the War

According to УНІАН — Туризм: DART and Brand Ukraine have officially launched the national campaign 'To Yourself through the Homeland' as part of the 'Journey to Yourself. Paths of Recovery' program, announced in April 2026. As part of this initiative, a website dosebe.travel has been created to help form personalized recovery routes. Locations included in the program undergo selection and are required to operate legally, paying taxes.

The platform provides special markings for accessibility for people with disabilities and reduced mobility groups. The website also contains information about discounts of up to 100% for accommodation for military personnel and veterans. Currently, the platform is operating in test mode as a basic MVP version.

'Our goal is to make traveling in Ukraine an effective way of recovery. This digital space will help everyone find a place to slow down, restore energy, and feel the resources of their native land.' - Natalia Tabaka, Head of DART

The campaign also includes the social media initiative 'Journeys to Yourself' on Instagram, Facebook, and Threads. Head of Brand Ukraine Maria Lypyatska emphasized: 'We are creating not just a campaign, but a national ecosystem for recovery through travel. Behind every point on the platform is a verified hotel, country house, gastronomic location, museum, nature park, or another participant that shares the values of the program.' She also noted that the platform will continue to develop with new participants, ready-made recovery routes, and other useful tools emerging.

State of Tourism Infrastructure

According to the research 'Tourism during War: Data, Insights', the taboo on traveling during the full-scale war in Ukraine has finally disappeared. Meanwhile, according to Ribas Hotels Group, vacations in Ukraine this summer have become 25-40% more expensive. It should be noted that Ukraine will also become part of the tourist route Camino de Santiago. In Transcarpathia, a virtual journey has been created in the national park 'Enchanted Land', and a new cycling route through Zolochiv, Pidhirtsi, and Olesko castles is being launched in Lviv region.

The project is fully funded by private partners, without state funding.

The launch of the campaign 'To Yourself through the Homeland' indicates a growing interest in domestic tourism in Ukraine, despite the challenges associated with the war. The initiative aims to support the recovery of the tourist infrastructure and provide access to the country's cultural and natural resources for military personnel and their families. Support from private partners indicates the potential for developing the tourism sector in crisis situations.

As the national campaign 'To Yourself through the Homeland' gains momentum, it's noteworthy that military personnel and veterans are increasingly becoming active domestic travelers. This shift highlights not only a growing acceptance of travel during challenging times but also the importance of creating supportive environments for those who serve. Such initiatives can significantly enhance the recovery experience for both service members and civilians alike.