Ukrainian State Agency for Tourism Development Launches 'Journey to Yourself: Paths of Recovery' Program — A New Approach to Leisure Amid War
In the midst of war, when Ukrainians are facing significant emotional and psychological burdens, tourism in Ukraine is not always seen as a means of improving well-being. However, the Ukrainian State Agency for Tourism Development (DART) is determined to change this trend.
On April 7, 2023, the Ukrainian State Agency for Tourism Development (DART) unveiled a new program titled 'Journey to Yourself: Paths of Recovery.' This initiative is developed with the support of the Ministry of Communities and Territories Development of Ukraine in partnership with the public organization 'Brand Ukraine.' The program aims to facilitate emotional and psychological relief for Ukrainians through domestic travel.
The central concept of the program is the 'concept of silence,' which involves participation from a variety of establishments including hotels, eco-farms, campsites, tour operators, guides, natural spaces, reserves, recreational areas, museums, cultural spaces, retreat centers, spas, wellness facilities, farms, and artisans. All these participants create experiences that help individuals recover. The concept of silence aims to provide guests with tranquil spaces that do not impose significant cognitive loads, allowing them to experience life in the 'moment' through a connection with nature and a new gastronomic and cultural experience.
Through this program, Ukrainians will have the opportunity to become better acquainted with national cuisine, traditions, and crafts, while taking a break from the surrounding noise and shifting their focus to nature. The program's presentation featured Sergei Klimov, the brand ambassador for Ukrainian wines, who emphasized the importance of this project.
'Here’s the thing. Yesterday, we presented the project 'Journey to Yourself: Paths of Recovery' with the Ukrainian State Agency for Tourism Development and BRAND UKRAINE, which is based on fundamental changes in the concept of leisure in Ukraine. When travel becomes part of recovery, primarily mental recovery. We drew inspiration from the practices of leading countries around the world — Japan, Canada, the USA, the Scandinavian countries, and many others. Bathing in nature, quiet travels, garden therapy — these are words that will become part of the new philosophy of travel for Ukrainians this summer,' noted Sergei Klimov.
As part of the program, a digital platform is set to launch, featuring hundreds of locations across 22 regions of Ukraine. This platform, which is expected to go live in June, will allow each traveler to select a location, duration, desired practices, activities, and region. As a result, users will receive a comprehensive recovery route tailored to their needs.
Currently, DART invites all interested parties to apply for participation in the program. Selection criteria and project details can be found via a link on the official website. This initiative aims not only to restore the mental health of Ukrainians but also to develop domestic tourism, which is incredibly important in the context of war.
Thus, the 'Journey to Yourself: Paths of Recovery' program represents a new step in the revival of Ukrainian tourism, offering unique opportunities for emotional and psychological recovery through travel within the homeland.