The head of UN World Tourism Organization visited Kyiv for the first time since the war began: Ukraine will receive support in rebuilding its tourism sector
18 August 20:41
For the first time since the war began, UN Secretary-General for Tourism Sheikha Al-Nuwais visited Ukraine. The purpose of the visit was to express support for the Ukrainian people during this time and to announce a series of international initiatives to support tourism in Ukraine. This was reported by "Komersant Ukrainian", citing the Government Portal.
“Kyiv is beautiful and historic, but what impressed me most were the people. I saw pride in their eyes. I felt hospitality and warmth during every reception, and I realized this: Ukraine is asking the world to understand not only the path it is taking, but Ukraine is asking the world to see that it possesses beauty, culture, and an extraordinary history,” said UNWTO Secretary-General Sheikha Al-Nuwais.
Sheikha Nasser Al-Nuwais emphasized that it has been 10 years since the UN Tourism Secretary-General last visited Ukraine, so today we have a chance to renew our partnership.
“Even before the end of my first year in office, an opportunity arose to visit Ukraine. And I am grateful to be here. It has been ten years since the UNWTO Secretary-General last visited Ukraine. So today we have a chance to renew our partnership. And together, to look toward the future. After all, recovery efforts cannot wait until peace is restored. They begin right now. UNESCO and UNWTO. Culture and tourism. Side by side with Ukraine. The path to the future belongs to Ukraine. But Ukraine will not walk it alone. UN Tourism will be by its side. And our work begins right now,” said the Secretary-General of UN Tourism.
Sheikha Al-Nuwais highlighted the significant economic potential of Ukraine’s tourism sector prior to the full-scale war and the importance of its future recovery.
The Secretary-General of UN Tourism met with representatives of the tourism community, industry associations, the hospitality sector, academics, the innovation and technology community, and international programs supporting Ukraine. Her Excellency discussed with key stakeholders the development of Ukraine’s tourism sector amid the full-scale war and its role in economic recovery.
“Ukraine should leverage its strengths, such as medical tourism, IT, and digital technologies, as these are precisely what will enable it to secure a strong position for attracting foreign tourists in the future. Bringing all stakeholders in the tourism sector and the government together under one umbrella can unlock great potential,” noted UN Tourism Secretary-General Sheikha Al-Nuwais.
Special attention was given to international coordination and the exchange of experiences regarding the recovery of the tourism sector after the crisis. Potential areas of cooperation include the safety of tourist destinations, accessibility, barrier-free travel, and inclusivity.
“It is a great honor for Ukraine to host the Secretary-General of UNWTO during such a challenging time. For us, your visit is proof that Ukraine remains on the global tourism agenda, and that its recovery is a priority on the international agenda. For us today, tourism is first and foremost about preserving and restoring people—their emotional and physical well-being—strengthening identity, and supporting communities. And we are grateful for the support shown to Ukraine and for the willingness to stand by us during this historic time for us. “We value our shared vision of the future of tourism as a force that unites people, cultures, and countries,” noted Natalia Tabaka, Head of the State Agency for Tourism Development of Ukraine.
During the visit, UNWTO announced a special category of its “Safe Destinations Challenge” initiative for Ukraine. This initiative provides technical support to member states in five different regions, and Ukraine is one of them. The initiative aims to find innovative solutions for the safety, sustainability, and recovery of tourist destinations, especially following periods of crisis and disasters.
“Ukraine possesses unique and exceptionally rich expertise in the field of digital technologies and communications during times of crisis. Amid a full-scale war, the Ukrainian tourism sector has learned to operate under constant risks—from air raid alerts and missile attacks to evacuations, crisis communications, and ensuring people’s safety. It is precisely this broad experience that can serve as the foundation for new international solutions in the field of safe and sustainable tourism,” said UNWTO Secretary-General Sheikha Al-Nuwais.
“Last year, there were approximately 1.5 billion international tourist arrivals worldwide, and almost none of these travelers had access to real-time safety information tailored to their specific destination. Therefore, this is a global challenge. Since 2022, Ukraine has created something that no other country has: a nationwide system for real-time operational safety information, which is checked daily by millions of people under the most challenging conditions. And we are calling on Ukrainian startups and innovators from across Europe to create next-generation solutions that put the traveler at the center. The goal is one: to connect Ukrainian innovators with Europe’s largest innovation ecosystem, its programs, funding, and partner networks,” explained Ihor Markevych, head of the Ukrainian Hub of the European Institute of Innovation.
As part of her visit, the Secretary-General of UNWTO visited two UNESCO World Heritage sites — St. Sophia Cathedral and the Kyiv-Pechersk Lavra, where she took part in celebrations marking the 975th anniversary of the Kyiv-Pechersk Lavra.
Sheikha Al-Nuwais also presented awards to the villages of Kolochava (Zakarpattia Oblast) and Urych (Lviv Oblast)—the winners of the UN World Tourism Organization’s “Ukraine’s Best Tourism Villages” for 2024–2025. The program aims to promote development and inclusivity in rural areas, combat depopulation, and foster innovation.
“When teams work together, we achieve results that seemed almost impossible just yesterday: the Secretary-General’s first visit to Ukraine in 10 years and a personal connection with our country. But today we need more—we need all the voices of the world to support Ukraine, its recovery, and its future. And it is partnership that helps unite these voices,” said Yulia Sokolovska, Ukraine’s Ambassador to the Kingdom of Spain and Permanent Representative of Ukraine to UN Tourism.
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