ISSN 2308-8559 e-ISSN 2415-8224

https://doi.org/10.62763/ef/3.2025.08

Volume 15, No. 3, 2025

8-17

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    • Development of tourist destinations in Ukraine during the war on the basis of glocalisation

    Liudmyla Matviichuk Larysa Chepurda Tetyana Zubekhina

    Received 07.05.2025, Revised 08.08.2025, Accepted 08.09.2025

    Abstract

    The relevance of the study was determined by the fact that, in the context of a full-scale war from 2022, the development of Ukraine’s tourist destinations required the application of glocalisation principles that combined global trends of sustainable development and security with local resources, cultural identity, and community needs. The aim of the article was to justify conceptual approaches and practical directions for the development of Ukraine’s tourist destinations during wartime based on glocalisation principles, taking into account security challenges, local specificities, internal tourism needs, and the potential for post-war recovery. A review of modern scholarly sources was conducted, addressing issues of innovative destination management, government support for the tourism industry, marketing strategies, and post-war recovery. A typology of tourist destinations was systematised according to levels of safety and operational suitability. The data on Ukraine’s export and import of tourism services, their share in global indicators, as well as the dynamics of investments in the tourism sector and the level of safety of tourist destinations were analysed. It was revealed that Ukraine’s share in global tourism service exports increased to 0.06% in 2023, while imports significantly exceeded exports (2.01% of the global indicator in 2022). Also, it was established the tourism sector suffers from underfunding in the state’s investment policy, there were regional differences in the accessibility of tourist destinations. The article proposed glocalisation-based development directions for tourist destinations in Ukraine, including the creation of safe micro-destinations, support for local entrepreneurship, digital transformation of tourism products, internal tourism development, implementation of war and memorial tourism, and strategic planning for the revitalisation of temporarily inaccessible territories. The practical recommendations may serve as a foundation for shaping adaptive tourism development policies in Ukraine, improving destination management strategies, and incorporating the glocalisation approach into the decision-making processes of state authorities, local governments, and tourism businesses during the war and post-war recovery

    Keywords:

    tourist territories; digitalisation; competitiveness; European integration; cultural tourism; sustainable development

    Suggested citation
    Matviichuk, L., Chepurda, L., & Zubekhina, T. (2025). Development of tourist destinations in Ukraine during the war on the basis of glocalisation. Economic Forum, 15(3), 8-17. https://doi.org/10.62763/ef/3.2025.08
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