In the summer of 2025, Ukraine recorded a record increase in tourist flow since the beginning of the full-scale war. According to one of the country’s leading tour operators, the number of tourists who set off on trips increased by 70% compared to the same period in 2024. During the summer season, the company served over 236,000 vacationers, while last year this figure was 139,000 people.
This is reported by Business • Media
Return to Long-Term Travel Planning
Experts note that by August 2025, Ukrainians began actively booking tours for the summer season of 2026. This trend indicates a gradual recovery of the culture of long-term vacation planning, which was nearly lost in the early years of the war.
The summer season traditionally remained popular among Ukrainian tourists for visiting resorts abroad. The most sought-after destinations were Egypt, Turkey, Greece, Bulgaria, and Montenegro. Bus tours continue to maintain stable popularity among Ukrainians even during the wartime period. A particularly noticeable increase in demand was recorded for trips to Bulgaria in 2025.
Domestic Tourism and Changing Preferences of Ukrainians
Domestic tourism also shows positive dynamics. The Carpathians remain the most in-demand, as well as resort towns in Western Ukraine, such as Truskavets, Polyana, Skhidnytsia, and Transcarpathia. The average cost of trips within the country increased by 10-15% over the past year. At the same time, demand for vacations in Odesa and the Odesa region remains below pre-war levels due to security risks and rising hotel prices.
“Despite the fact that the figures are still far from pre-war levels, the positive dynamics indicate a gradual recovery of the tourism industry”.