Monday, May 19, 2025
Ukraine tourism in 2025 is reshaping itself as the ongoing conflict has fundamentally altered how people approach travel, shifting priorities toward safety, comfort, and emotional restoration. Despite the war’s profound impact on daily life, many Ukrainians are planning summer vacations within their own country, seeking to reclaim moments of peace and reconnect with loved ones. Domestic travel has become not only a practical choice given restrictions and safety concerns but also a vital way for citizens to nurture their well-being and preserve a sense of normalcy amid uncertainty.
Despite Ongoing Conflict Ukrainians Embrace Domestic Summer Travel in 2025 to Reclaim Normalcy and Peace
The war in Ukraine has cast a long and difficult shadow over the daily lives of millions, reshaping how people live, work, and travel. Yet, amid these trying times, many Ukrainians who have the ability and resources to travel are still making plans for summer vacations in 2025. For most, traveling is no longer simply about leisure or luxury; it has become a way to reclaim a sense of peace, rebuild connections with loved ones, and experience fragments of normal life that conflict threatens to erase.
A recent survey conducted by Ribas Hotels Group and Ribas Invest during March and April 2025 provides insightful data on current Ukrainian travel patterns. It reveals a strong preference for domestic tourism, reflecting both practical considerations and emotional desires for safety and comfort. This report highlights how Ukrainians are adapting their vacation habits amid martial law and ongoing geopolitical uncertainties, prioritizing local destinations that offer security and familiarity.
Martial Law and Its Impact on Vacation Trends
Since the introduction of martial law, the landscape of Ukrainian tourism has dramatically shifted. According to the survey, eighty-three point three percent of Ukrainians have cut back on the frequency of their vacations compared to previous years. While over the last three years nearly seventy percent of respondents managed to vacation annually, a significant number had less frequent breaks—sixteen point seven percent traveled every two years, and nearly ten percent only once every three years.
For summer 2025, the trend toward domestic travel is clear: just under thirty percent of Ukrainians are planning trips abroad, whereas the overwhelming majority are opting to explore their own country. Notably, three point six percent of those surveyed have no plans to take a vacation at all, underscoring how the ongoing conflict continues to restrict the ability or willingness to travel for some.
The Rise of Domestic Tourism: Top Destinations Within Ukraine
Despite the difficulties, domestic tourism is showing remarkable vitality in 2025. Ukrainians are discovering or rediscovering the beauty and diversity of their homeland. The Carpathian Mountains stand out as the most popular choice, with seventy-five point seven percent of respondents selecting the region as their preferred summer destination. This mountainous area offers pristine nature, fresh air, and a sense of tranquility that is especially appealing in times of unrest.
Following the Carpathians, the southern port city of Odesa attracts forty-eight point five percent of travelers. Known for its Black Sea beaches, vibrant cultural scene, and historic charm, Odesa remains a favored coastal retreat. Western Ukraine’s cultural hub, Lviv, also draws significant attention from travelers, with twenty-one percent planning visits there. The Kyiv region, offering both city and countryside experiences, rounds out the top destinations with sixteen point nine percent.
What Influences Ukrainian Travelers’ Choices?
The decision-making process for vacation spots among Ukrainians today is shaped by a combination of practical needs and emotional comfort. The survey identifies several key factors that strongly influence destination choice:
- Comfort and Quality of Conditions: Eighty-four point eight percent emphasize the importance of comfortable conditions. After years of uncertainty, people seek places where they can truly relax without undue stress.
- Affordability: With economic pressures mounting, seventy-one percent of respondents say favorable pricing is a major factor. This includes reasonable accommodation rates, food costs, and general expenses.
- Convenience and Accessibility: Proximity and ease of travel matter to sixty-seven point four percent, who prefer locations that are not difficult to reach given current transportation limitations.
- Additional Services: More than half (fifty-three point six percent) value the availability of extra services such as wellness facilities, entertainment options, or guided tours that enhance the overall experience.
- Reputation and Image: Over a third (thirty-seven point seven percent) consider the reputation or prestige of the destination as part of their choice, looking for trusted and well-regarded places.
- Environmental Sustainability: A notable twenty-one point seven percent have started to weigh eco-friendliness in their decisions, showing a growing awareness of the impact tourism can have on nature.
Popular Leisure Activities Reflect a Yearning for Nature and Wellness
Ukrainians’ preferred holiday activities reflect a desire to reconnect with nature, nurture well-being, and enjoy simple pleasures after years of turmoil. The survey highlights the following popular leisure choices:
- Nature Walks and Hiking: At seventy-five point four percent, this remains the leading way travelers want to unwind, enjoying the fresh air and natural landscapes.
- Beach Vacations: Nearly seventy percent choose coastal getaways to rest and recharge by the sea.
- SPA and Wellness Treatments: Over half (fifty-six point five percent) plan to incorporate SPA services, massages, or wellness programs to alleviate stress.
- Dining Out: Experiencing local cuisine at restaurants remains important for fifty-five point eight percent, emphasizing social connection and cultural enjoyment.
- Excursions and Cultural Tours: For forty point six percent, exploring historical sites, museums, or guided tours adds enriching layers to their vacations.
Barriers and Challenges to Vacation Planning Persist
Despite the strong motivation to travel, significant obstacles continue to hinder vacation plans for many Ukrainians. The survey outlines the following challenges:
- High Costs: Nearly seventy-five percent cite travel expenses as a primary barrier. Rising prices for transportation, accommodation, and everyday costs limit many budgets.
- Low Comfort Levels: More than seventy percent express concerns about the quality and comfort of services available, deterring potential travelers.
- Safety Concerns: With the ongoing conflict, thirty-seven point seven percent remain worried about security and safety during their trips.
- Poor Location or Accessibility: Though less frequent, four point six percent find certain destinations inconvenient or difficult to reach.
The Social Dimension of Travel: Who Ukrainians Prefer to Vacation With
Travel remains a deeply social experience for Ukrainians amid the unrest. Most respondents prefer vacationing with those closest to them:
- With Partners: Sixty-seven point four percent choose to travel with their significant others.
- With Children: Over half (fifty-four point three percent) plan trips involving their kids, emphasizing family bonds.
- With Friends: Roughly a quarter of respondents prefer group trips with friends, seeking companionship and shared joy.
- Alone: A smaller segment, just eight point seven percent, opt for solo travel, possibly for introspection or independence.
The 2025 summer travel patterns among Ukrainians reveal a community adapting with resilience and realism. Safety, comfort, and practicality dominate decision-making in a landscape defined by martial law and ongoing conflict. While international travel remains limited and uncertain, domestic tourism—especially to the natural beauty of the Carpathian Mountains and cultural hubs like Odesa and Lviv—provides an essential outlet for rest, rejuvenation, and connection.
Ukraine tourism in 2025 is focused on domestic travel as many Ukrainians seek safe, comforting getaways to restore peace and rebuild connections amid ongoing conflict. This shift reflects a strong desire to reclaim normalcy while navigating the realities of war.
These vacations do more than offer breaks from routine; they represent vital opportunities to reclaim hope, nurture relationships, and celebrate the enduring spirit of Ukraine. In uncertain times, the simple act of taking a trip within the country becomes a powerful symbol of continuity, resilience, and the quest for peace.
