Tourism development in frontline communities amid war: foreign and Ukrainian experiences

Abstract

As a result of Russia’s military aggression in Ukraine, tourism has suffered significant losses. Tourism has ceased its activities altogether in the regions close to the hostilities or where hostilities are taking place. Therefore, it is necessary to study the foreign experience of tourism restoration and analyze the views on this issue of tourism representatives from the frontline communities. It’s also necessary to work out the author’s scientific and practical recommendations to promote further tourism development amid and after the war. The aim of the article is to study the foreign experience of tourism development in the context of post-war reconstruction and develop scientific and practical recommendations for the frontline communities of Ukraine (Zaporizka, Dnipropetrovska, Sumska, Harkivska, and Donetska oblasts) based on a sociological survey of tourism sector representatives. The foreign experience of restoring the tourism sector, in particular, in Georgia, Albania, Croatia, and Israel, is analyzed. The analysis shows that in order to develop recommendations for the frontline communities, it is necessary to have factual material about the state of tourism based on the vision of tourism sector representatives. The authors conduct a sociological survey among the tourism business owners, employees of tourism infrastructure institutions and attractions, public organizations, and government representatives, which are coordinating the tourism activities in the frontline territories of Ukraine. The state, problems, challenges, and opportunities of the tourism industry are determined on the basis of a sociological survey. Taking into account the foreign experience and the authors’ research results, the scientific and practical recommendations for the restoration of tourism in the frontline communities of Ukraine after the war are developed. The recommendations include the development of a clear plan (strategy) for the tourism restoration and promotion in frontline communities, advanced training through the study of foreign languages, digital tools, social and fundraising marketing, European experience in tourism development, building relationships with stakeholders, improvement of existing and creation of new clusters, and development of grant applications and business plans to get funding from international donors and investors.