Domestic tourism in Ukraine increased by more than 70% this summer compared to 2024, according to Irina Mosulezna, CEO of Join UP! Ukraine. The tour operator served over 236,000 travelers within the country during the summer season, showing a remarkable recovery despite the ongoing war conditions.
In total, 325,000 Ukrainians traveled with Join UP! in the first eight months of 2025, a number that is up from 260,000 in 2024, 238,000 in 2023 and just 158,000 in 2022. The steady upward trend demonstrates the strengthening of both domestic and outbound tourism.
Rising demand and shift to digital tourism
The company attributes the summer’s performance to the growing confidence of travelers and the increased use of digital services. As Mosulezna pointed out, online B2C bookings are on the rise, showing that Ukrainian consumers are turning to more autonomous and technologically supported ways of organizing their vacations. At the same time, there is a return to long-term holiday planning, with bookings already for the summer of 2026 – a development that differs from the early years of the war, when last-minute bookings dominated due to uncertainty.
Popular and new destinations
The top destinations for the summer of 2025 were Egypt, Turkey, Greece, Bulgaria and Montenegro. Join UP! added new destinations such as Mallorca and Alicante in Spain, as well as new flights to Halkidiki.
Among the emerging options, the resort of El Alamein in Egypt stood out, while in Turkey, a dynamic return was recorded for the popular areas of Bodrum and Dalaman. Despite the increase in the cost of holidays, Turkey maintained its lead and strengthened its offer.
Outlook
The data shows a cautious but steady recovery in the Ukrainian tourism industry, with the company predicting further growth in 2026, as more and more Ukrainians return to their pre-war travel habits and discover new destinations in Europe and the Middle East.