Ukraine Launches Tourist Program for Mental Recovery During War

A new tourist program has been initiated in Ukraine, focusing on the mental recovery of the population amid the ongoing war. This initiative was presented by the State Agency for Tourism Development in the historic town of Vyshgorod, located in the Kyiv region. The program aims to create a new philosophy of travel that emotionally restores Ukrainians, enriching their leisure time with new meanings.

The program, titled "Journey to Oneself: Paths of Recovery," reflects its essence by uniting tourist destinations, accommodation options, natural sites, experiences, and practices that will help individuals restore their resources, enjoy nature, and explore the culture, cuisine, and traditions of various regions in Ukraine. Participants in the program will have the opportunity to attend workshops on bread baking, try breathing practices, feed goats on a farm, or even create their first clay pot.

Natalia Tabaka, the head of the State Agency for Tourism Development, noted that after a difficult winter, Ukrainians have experienced significant mental exhaustion, which has impacted their productivity, family relationships, and overall life activity. "Our team conducted research in a dozen countries, from Japan to Finland, where there is a national focus on reducing stress among the population. The foundation for recovery is nature therapy and various mindful practices, as well as exploring one's roots and the culture of different regions," she emphasized.

Tabaka also highlighted that the program aims to develop domestic tourism as a tool for improving the psychophysical state of Ukrainians, which in turn will contribute to the economic growth of communities through increased tourist demand. An important aspect of the program is the support for military personnel, veterans, and their families, as it seeks to foster a new culture of hospitality that considers their experiences and needs.

Alena Shkrum, the First Deputy Minister of Community and Territorial Development of Ukraine, emphasized that many veterans and service members use their vacations to recharge through domestic tourism. She noted that there has been an increase in visitors to unconventional locations, indicating the importance of the tourism sector in the mental and emotional recovery of a nation that has suffered significant trauma.

The program is being implemented in partnership with the public organization "Brand Ukraine," which views this project not only as a response to current demands but also as an investment in the future. Maria Lypyatska, the head of the NGO "Brand Ukraine," stated: "We are laying the groundwork for a long-term perspective in this program – when Ukraine reopens to the world. We sincerely believe that Ukraine has all the prerequisites to become a global capital of recovery tourism – a place where people come to embark on their own path of healing." She also added that the program includes a digital platform that integrates opportunities for developing inbound tourism, ensuring that the system is ready to welcome foreign tourists at the right moment.

The national program "Journey to Oneself" is being implemented by the State Agency for Tourism Development with the support of the Ministry of Community and Territorial Development of Ukraine in collaboration with the NGO "Brand Ukraine." The program is funded through the support of socially responsible Ukrainian businesses, exemplifying successful cooperation between the state, the public sector, and the business community. As reported by Ukrinform, despite the war, revenue from the tourist tax in Ukraine increased by 31.5% in 2025 compared to the previous year.