On August 15, 2026, a historic visit took place in Kyiv by Shaikha Al Nuwais, the Secretary-General of the United Nations World Tourism Organization (UN Tourism). This marks the first visit to Ukraine by the head of an international organization in the last decade. During the official visit, held in the format of a working lunch and briefing, strategies for restoring the country's tourism industry after the end of the full-scale war were discussed. UN experts highlighted two key areas capable of becoming the locomotives for Ukraine's return to the global market.
Medical Tourism and IT: New Growth Drivers
The central thesis of Shaikha Al Nuwais's speech was the assertion that Ukraine possesses unique competitive advantages that must be utilized even at the recovery stage. The UN Tourism Secretary-General specifically highlighted medical tourism. According to her, this segment was already known globally before the invasion began and has every chance of rapid recovery immediately after the situation stabilizes. The high level of medical expertise and the accessibility of services in Ukraine have traditionally attracted patients from Europe and other regions.
The second powerful resource named during the meeting was the digital technology sector. Al Nuwais noted that Ukraine's strong IT sector can offer innovative products and services to the tourism market. "Ukraine must use its strengths, such as, for example, medical tourism, IT, and digital technologies, and it is precisely these that provide the opportunity to have strong positions for attracting foreign tourists in the future," she emphasized. Experts believe that the digitization of the tourist experience will become the calling card of the new stage of the industry's development.
Potential and Pre-war Indicators
The analysis presented by the UN Tourism delegation is based on statistical data confirming the country's high potential. Before the start of the full-scale invasion, Ukraine was visited by about 13 million tourists annually. During this period, tourism accounted for approximately 3-4% of the country's gross domestic product (GDP). According to international experts, these figures serve as proof that Ukraine has a solid base for returning to the international market.
Shaikha Al Nuwais also noted that Ukraine has all the necessary components for developing the industry: rich culture, unique landscapes, and developed gastronomy. However, to realize this potential, it is necessary to unite the efforts of the state and all stakeholders of the tourism process under a single umbrella. Such an approach will allow the creation of an effective ecosystem capable of competing on a global level.
Strategy for Uniting Stakeholders
An important aspect of the visit was the discussion of coordination mechanisms. The UN Tourism Secretary-General called for the consolidation of efforts by all market participants. In her opinion, only uniting all stakeholders of the tourism process and the state under one umbrella can provide great potential for development. This implies close interaction between government structures, the private sector, and international partners to create a favorable investment climate and safe conditions for travelers.
Contradictory Data
Although the visit took place on a positive note and both sides expressed readiness to cooperate, there are certain inconsistencies in the assessment of recovery timelines. While UN Tourism representatives speak of the possibility of a rapid revival of medical tourism "after the end of the war," independent market experts note that the restoration of infrastructure and the trust of international partners may take significantly longer than predicted in optimistic scenarios. Furthermore, exact figures on the current state of infrastructure facilities suitable for receiving tourists were not announced during the briefing, leaving room for interpretation of the industry's real capabilities at the current moment.
