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TOURISM ALLIANCE
FOR UKRAINE
A national platform designed to unite Ukraine’s partners around a shared vision of sustainable, resilient, and competitive tourism
Become a PartnerWHY IT MATTERS
damaged and destroyed
by Russia since 2022
Ukraine is transitioning from emergency response to structured recovery, where tourism is increasingly positioned as a tool for economic revitalisation, local budget generation and community resilience. Despite the situation, the sector demonstrates resilience and growth:
(YoY in 2025)
ABOUT THE ALLIANCE
Tourism Alliance for Ukraine (TA4U) is an open international initiative established on July 10, 2025, during the Ukraine Recovery Conference (URC) in Rome. The Tourism Alliance for Ukraine will serve as a joint coordination platform, under the oversight of the Ministry for Development of Communities and Territories of Ukraine together with the State Agency for Tourism Development of Ukraine. The Alliance will ensure effective stakeholder coordination, alignment of international support, and consistent delivery of tourism recovery and reform priorities.
OUR MISSION
To integrate tourism into the broader framework of Ukraine’s post-war reconstruction, enabling effective coordination, advocacy, and promotion, while driving sustainable development and reinforcing its path toward future EU membership.
FOCUS AREAS
- Digitalisation and market formalisation
- Alignment with EU frameworks and legislation
- Capacity building for local actors
PRIORITY ACTIONS
Expertise & Investments
Local Economic Resilience & Community Empowerment
Sustainable Infrastructure & Heritage Recovery
INITIATIVES
2030 Tourism Framework
Building a new legal framework based on EU acquis and adaptive solutions for rapid recovery and capacity boost of Ukrainian tourism businesses and destinations.
DETAILS- Justification: Ukraine does not have a clear institutional vertical, which hinders destination marketing, statistical collection, planning, investments, and EU standard alignment.
- Outcome: Establishing the legal conditions for a three-level destination management model (NTO, RTO, LTO) with involvement of two pilot regions with expert support.
- Estimated Budget: €130,000.
- Justification: Many rural communities lack destination management expertise, leaving them unable to prevent depopulation and economic decline.
- Outcome: Conducting mixed online/offline training for at least 50 potential communities and recording an online MOOC course to improve tourism destination management for local communities.
- Estimated Budget: €20,000.
Memory Routes
Establishing places of memory which tell the tragic and heroic pages of Ukraine’s resistance against the aggression
DETAILS- Justification: The network of memory sites dedicated to the War for Ukraine’s Independence are not structured in a clear narrative system, available in a digital form.
- Outcome: The project will develop a web-tool for real-time audio playing connected to the user’s geolocation and prepare a library of at least 24 thematic audio guides with storytelling approach.
- Estimated Budget: €150,000.
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Journey to Yourself. Paths of Recovery
National program for using domestic travels as a tool for emotional reset, connection with nature and rediscovery of personal identity
DETAILS- Justification: According to WHO estimates, 46% of Ukrainians suffer from mental disorders, and 68% report a decline in their health status compared to the pre-war period. Concurrently, domestic travel is heavily stigmatized, tourism is not recognized as a viable tool for social recovery, and local SMEs are predominantly in survival mode.
- Outcome: The program will destigmatize domestic travel, reduce stress levels, improve physical and mental well-being, and support local economies. This will be achieved through:
- Developing a national digital platform for tourism market players offering unique recovery services based on sustainable development and "slow travel" principles;
- Vetting and onboarding prospective participants, such as accommodation, natural, and cultural sites, that align with the program’s philosophy;
- Organizing capacity-building training seminars led by top industry experts;
- Launching a micro-grant scheme offering up to €10,000 per initiative to support the 100 best-performing SME projects;
- Implementing a communication strategy and organizing regional roadshows to promote the program.
- Estimated Budget: €1,170,000.
Unified Tourism Register
A single digital ecosystem for tourism stakeholders with innovative approach on data collection and tourism tax management
DETAILS- Justification: The lack of a security profile currently prevents the operational launch of the state tourism register.
- Outcome: Launching of the Register will optimize hotel categorization, collect accommodation data and tourism tax listing, and serve as a platform for up-to-date statistical information.
- Estimated Budget: €50,000.
- Justification: Ukraine does not have a single source of data collection in the tourism field to maintain and develop tourism destinations. This leads to an unbalanced and fragmented policy making and management with a low level of sustainability monitoring.
- Outcome: The web portal of the UTR will unite all stakeholders of the tourism ecosystem (tour operators, accommodation sights, monuments, culture facilities, resorts, nature reserves, tourist guides, DMO’s) into a powerful geoinformational system with multiple layers of data analysis and tracking tools.
- Estimated Budget: €500,000.
OUR PARTNERS
European Travel Commission
malta
American chamber of commerce Ukraine
Poland
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HOW TO JOIN
- Government and national institutions
- Regional & local tourism boards
- Private sector: hotels, agencies, platforms, business associations etc
- NGOs, cultural institutions
1. Download the Letter of Intent to Accede to the Joint Declaration template. Fill it out, sign it.
