The scale of the military operations impact on Ukrainian tourism is still difficult to fully assess, because a full-scale war continues. However, it is already known that in 2023 there were 36% fewer tourist enterprises compared to 2021. Russian occupation, military operations and constant shelling of various regions lead to the destruction of infrastructure: hotels, recreation centers, airports, railway connections. As well as museums, historical monuments, and nature – what people travel for. It is even more difficult to assess the long-term impact of the war on the country's tourism potential, because as long as Ukraine is associated with destruction and grief in the world, it will be a challenge to convince the international community of its safety and reliability for tourism and investment.
No matter what, tourism in Ukraine continues to work, adapting to new realities. Regional budgets receive a tourist fee, which is paid by residents of hotels and other temporary accommodation establishments. The State Agency for Tourism Development of Ukraine records that the amount of such a tax for the first six months of 2023 was higher than in the same half of 2021. Currently, there is no reliable data on how many people and who exactly is traveling.
The main force of recovery in tourism is small and medium-sized businesses, because they are flexible: in unstable circumstances, they can quickly adjust their activities and make the most of their own resources. The contribution of small and medium-sized businesses to the restoration, in particular the tourism industry, will depend on international and state support. Such support should be part of a clear public policy that is guided by the principles of sustainable development: applies modern traditions of urban planning, adapts infrastructure to climate change, takes into account the interests of local communities and makes travel accessible to all.