World Tourism Sustainability Day: why does travel continue even in the most difficult times?

Every year, tourism faces new challenges, from pandemics to armed conflicts. Despite this, millions of people continue to plan trips, and the industry demonstrates its ability to recover even in the most difficult conditions. Learn more about why the world celebrates World Tourism Sustainability Day on February 17 and what role Ukraine plays in this

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On February 17, the world celebrates Global Tourism Resilience Day, a date dedicated to the tourism industry's ability to withstand global crises and return to work. Pandemics, armed conflicts, economic turmoil, and natural disasters have repeatedly put travel on hold. But each time, people buy tickets again, plan routes, and hit the road.

Tourism has long ceased to be just a form of entertainment. It is a powerful economic mechanism, a way to maintain connections between people, and a tool for psychological recovery.

Why is this industry so resilient, what does tourism resilience look like in Ukraine, and why should you plan a trip right now? We'll tell you more in this article.

Global Tourism Resilience Day: what is this date?

Global Tourism Resilience Day is celebrated annually on February 17. The initiative was supported by the UN General Assembly, and the idea belongs to the Jamaica Centre for Tourism Resilience. The date is intended to draw attention to the role of tourism in the global economy and the need for systematic preparation of the industry for crises.

The tourism industry provides one in ten jobs worldwide. For many countries, the flow of travelers accounts for a significant share of GDP. Therefore, the recovery of tourism after the crisis means the restoration of income, jobs, and the daily lives of millions of people.

Tourism Sustainability Day is a reminder that the ability to travel is a sign of a normally functioning society. Where people can move freely, new routes open up and transport works — life goes on.

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Why is tourism constantly facing challenges?

The last few decades have been a serious test for the industry. The COVID-19 pandemic led to an unprecedented collapse: in 2020, international tourism fell by 73%. Closed borders, flight bans, empty hotels — it all seemed like the end of an entire industry.

Armed conflicts in various regions of the world regularly block tourist routes. Natural disasters, earthquakes, floods, and forest fires damage infrastructure and scare away travelers. Economic crises reduce purchasing power and force people to postpone their plans.

Despite all this, people do not stop traveling. According to UNWTO, in 2024, international tourism will have almost returned to its pre-pandemic level. The need to move, change surroundings, and meet with loved ones is a basic human need that no crisis can completely eliminate.

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Tourism resilience: how is the industry recovering in Ukraine?

Ukraine is one of the most striking examples of tourism resilience in the modern world. The full-scale invasion in 2022 radically changed reality, but did not stop the movement of people within the country.

Domestic tourism was the first stage of recovery. Ukrainians began to discover safe regions: Zakarpattia, Prykarpattia, Volyn, and Vinnytsia. Short weekend trips, trips to thermal springs, visits to local festivals — these types of travel proved to be in demand even in wartime.

New formats also appeared: historical and memorial routes, volunteer tourism, trips to support small businesses in the regions. The resilience of tourism in Ukraine is about people's decision to continue living, moving, and supporting each other.

By the way, the Visit Ukraine portal has a database of ready-made tours around Ukraine, from one-day routes to multi-day trips to safe regions. This is a convenient way to plan a trip, even without experience in independent organization.

Ukraine and tourism during the war

Travel within Ukraine has taken on a new meaning. A significant part of the movement is related to trips to relatives, evacuation, and returning home. For millions of people, the road is a way to stay connected with their family and hometown.

Safe cities in western and central Ukraine have welcomed a stream of domestic tourists. Lviv, Uzhhorod, Chernivtsi, Vinnytsia — these destinations have become attractions for those seeking respite.

Transport mobility remains a key factor. Rail connections, bus routes, and international flights are operating, providing the ability to travel even in difficult conditions. It is access to transportation that allows society to function, and it is the basis of any journey.

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Why do people continue to plan trips?

The psychological aspect of travel cannot be overestimated. A change of scenery, even a short one, helps to reduce stress levels, restore emotional resources, and regain a sense of control over one's own life.

Staying connected with loved ones remains one of the main reasons for travel. Ukrainians, separated by war in different cities and countries, travel to see each other. These trips are a necessity.

Work and volunteer travel form another stable stream. Humanitarian missions, business meetings, conferences, and recovery projects require regular travel. International travel by Ukrainians to the EU, the UK, and the US also remains high, as the diaspora continues to grow.

How to make travel easy and predictable?

Planning any trip starts with the route. The route, schedule, and ticket price are the details that determine how comfortable the trip will be. Convenient access to up-to-date flight information and the ability to quickly purchase a ticket have become an essential part of modern tourism.

Today, buying tickets for buses, trains, and international flights online is the standard for mobility.

On the Visit Ukraine portal, you can compare offers from different carriers, choose a convenient route, and purchase a ticket in a few minutes. No queues, no unnecessary transitions between sites — everything in one place.

For those who travel regularly — to visit family, for work, or for leisure — such a tool saves time and simplifies logistics. The predictability of the route gives a sense of stability, which is what every traveler needs.

Travel is a return to normality. It supports the economy, connects people, and helps societies heal after crises. Every ticket purchased, every route planned, is a vote in favor of life continuing.

Resilience is the ability to move forward despite circumstances. World Tourism Resilience Day on February 17 reminds us that every trip, even the shortest, is a contribution to this recovery.

Planning a trip?

On Visit Ukraine, you can quickly find tickets for buses, trains, and international flights, compare prices, and book your seat online.

Take the first step toward your next trip now — book your ticket on Visit Ukraine!

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