In Kyiv, on August 17, 2026, a historic moment took place for the Ukrainian tourism industry. The Secretary-General of the United Nations World Tourism Organization (UN Tourism), Zainab Al-Nuways, made her first visit to Ukraine in a decade. The purpose of the trip was to launch the global initiative Safe Destinations Challenge — an international program aimed at finding technological solutions for the safety and restoration of tourist destinations following crises and disasters.
Technical Support and Global Scale
The Safe Destinations Challenge initiative is designed to provide technical support to UN Tourism member states in five regions of the world. Ukraine has been included among the participating countries, receiving priority status. During a briefing held by Zainab Al-Nuways and the Head of the Department for the Development of Tourism (DART), Natalka Tabaka, it was emphasized that the modern tourism industry faces unprecedented threats: from climate change and natural disasters to armed conflicts.
The organization is seeking universal solutions that can be applied across different jurisdictions. Ukraine, having accumulated unique experience in survival and adaptation during a full-scale war, was chosen as a key testing ground for these innovations.
Ukrainian Experience as a Global Asset
Zainab Al-Nuways specifically highlighted that Ukraine is not merely a recipient of aid but also a donor of knowledge. 'Ukraine possesses unique, extremely rich knowledge in the field of digital technologies and communications during crises,' noted the head of the organization. According to her, the Ukrainian sector has learned to operate under conditions of constant risk: from air raids and missile attacks to complex logistical tasks regarding evacuation and crisis communications.
This experience is becoming the foundation for creating new international standards for safe tourism. 'This is knowledge that we want to create in Ukraine, for Ukraine, but not only for Ukraine,' Al-Nuways emphasized. The discussion revolves around developing technologies that will allow travelers to receive up-to-date information about dangers from a single source, whether they are military risks or climate threats.
Competition Mechanics and the Role of Innovators
To implement the initiative, UN Tourism announced a competition in which Ukrainian startups, innovators, representatives of small and medium-sized businesses, as well as companies from Europe and other countries, can participate. Proposals are accepted until September 30, 2026. Winners will be selected for presentation and subsequent piloting of solutions.
Technology testing will take place directly in Ukraine — at popular or most vulnerable tourist destinations. Successful cases are planned to be scaled to other countries around the world facing similar challenges.
