Abstract
This article explores the features and trends in inbound and outbound tourism flows between Ukraine and the Baltic Sea region (BSR) countries in 2012—2019. The research question is whether inbound or outbound tourism prevailed and how visa-free travel to the Schengen Area affected the number of Ukrainians travelling to the Baltic Sea Region. Two data sources were used in the study. These are the Travel and Tourism Competitiveness Index of the World Economic Forum and data from the State Border Guard Service of Ukraine on the number of foreign citizens visiting Ukraine and the number of Ukrainians travelling abroad. The study employs the statistical methods of structural shifts analysis, time series analysis, and graphical visualization. The findings indicate that Ukrainian outbound tourism was growing steadily over the study period, whilst visa-free travel to the Schengen Area had no statistically significant impact on the number of outbound tourists from Ukraine to the BSR. Outbound tourism flow prevailed over inbound. The number of inbound tourists to Ukraine sharply declined after 2013 because of the socio-political situation in the country. The analysis reveals significant changes in inbound and outbound tourism flow structures. The COVID-19 pandemic is shown to be a critical factor influencing the current state and prospects of the tourism industry.
Highlights
The findings indicate that Ukrainian outbound tourism was growing steadily over the study period, whilst visa-free travel to the Schengen Area had no statistically significant impact on the number of outbound tourists from Ukraine to the Baltic Sea region (BSR)
The analysis reveals significant changes in inbound and outbound tourism flow structures
A study of tourism flows between Ukraine and the Baltic Sea states is of practical value for understanding how Ukrainians have become integrated into international tourism flows and measuring Ukraine’s potential for inbound tour ism, for welcoming visitors from the BSR
Summary
A study of tourism flows between Ukraine and the Baltic Sea states is of practical value for understanding how Ukrainians have become integrated into international tourism flows and measuring Ukraine’s potential for inbound tour ism, for welcoming visitors from the BSR. Growing tourism flows have given rise to the overtourism phenomenon [26—28] This term describes the negative influence of an excessive number of tourists on locals and visitors. In late January 2021, the UN WTO World Tourism Barometer estimated the 2020 decrease in international arrivals at 1bn or 74 per cent compared to 2019.7 The collapse in the tourism industry meant an export revenues loss of USD 1.3tn It is more than 11 times the industry’s losses caused by the 2009 global economic crisis. This dramatic decline has encouraged many COVID-focused studies [39— 41], which constitute the most relevant area of tourism research under current conditions
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