Yulia Veselkovska has been organizing trips throughout Ukraine for several years and says that over the past two to three years, the market has changed more than in the previous decade. It's not just the destinations that have changed — the logic of choice has changed. Sea, mountains or city — that's secondary. Primary is where it's safer.

Three destinations, one logic

The leaders of the 2025 season — Odesa, the Carpathians and Transcarpathia — have not changed compared to last year. But the reasons for their popularity are different. According to research by Ribas Hotel Group, 75.7% of tourists choose the Carpathians, 48.5% — Odesa, 21.3% — Lviv.

«Demand for Odesa, despite even the shelling, is present because people want to come and feel the vibe of a seaside vacation»

Yulia Veselkovska, organizer of trips throughout Ukraine

Transcarpathia wins thanks to a unique combination: there is water here — rivers, thermal springs — and mountains, while the region is perceived as one of the safest. It is precisely the security factor, according to Veselkovska, that «substantially influences tourist preferences» and has essentially redrawn the map of domestic tourism.

What costs 14,000 hryvnias per week

The average bill for a comfortable week-long vacation for one person is 14,000 hryvnias. This includes accommodation, meals and basic activities. The sum is growing: according to Join UP! Ukraine, the average cost of a trip in 2025 was 661 euros per person compared to 571 euros in 2024.

At the same time, hotel prices are also rising — due to inflation, more expensive electricity and mandatory security expenses. According to RBC Ukraine analysts, energy independence and security measures add up to 25% to hotels' operating costs. These costs naturally get passed on to the guest.

However, there is a way to save: early booking or vacation during the off-season makes it possible to reduce the tour cost by 30–50%.

The tourist who didn't exist before 2022

Perhaps the most interesting change is not in geography, but in behavior. If in 2023 Ukrainians booked vacations 7–8 days before arrival, then in 2025 — on average 29 days in advance. People plan, compare, they don't risk «just going».

• Safety — not a competitive advantage, but a basic condition: only 1.9% call it a selection criterion, but 45.3% — a barrier to travel altogether.
• Price remains the main barrier for 75% of those wanting to vacation.
• Direct bookings without intermediaries have grown to 65–70% — the market is becoming more transparent, although 61% of the hotel sector still operates «in the shadows».

Infrastructure is responding to demand. According to Veselkovska, the Carpathians five years ago and now are «two different realities»: little houses with swimming pools, glamping, spa — all of this has grown essentially during the war.

If prices for accommodation at seaside resorts this season rise another 20%, and the price barrier is already stopping three out of four tourists — will domestic tourism reach an accessibility ceiling before the season ends?