Analysis of the tourism services market in Ukraine - an overview from the marketing agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

Analysis of the tourism services market in Ukraine - an overview from the marketing agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine


Tourism affects both human life and the functioning of the entire society and national economy. At the same time, it is a multifaceted phenomenon that can be viewed in psychological, social, cultural and economic aspects.

Changes in the modern world associated with the progress of civilization and technological development require the consideration of tourism as a sphere of life that exists and is developing rapidly. Its dynamics are most influenced by advances in vehicle technology, leading to reduced travel costs, as well as increasingly widespread computerization, leading to increased opportunities for learning about how to spend free time and getting around, and leading to increased use of online services in the field of booking and purchasing related services. An important factor of change is also the development and expansion of organizations carrying out activities related to the satisfaction of tourism needs, including marketing activities that create a demand for tourism services. Therefore, speaking about the development of tourism, two characteristic trends can be seen.


The first is a change in the use of tourism services. Even at the beginning of the 20th century, tourism was an elite activity reserved only for the wealthy segment of society. Although positive economic impacts from tourism development were noted in certain areas in the nineteenth century (mainly with resort benefits and amenities), it was only after the great economic crisis of the 1930s that it began to be seen as an important source of improving the trade balance. However, due to political events, the dynamic and massive development of tourism began only in the 1950s - half a century before the beginning of the 21st century, the volume of world tourism increased almost thirty times (from 25 million to more than 700 million tourist trips). The second trend is associated with a change in the perception of the world as a platform for the provision of tourism services. The aforementioned developments in the field of vehicles and communications have completely changed the optics of views on the phenomena of space and time. Increasing distances can be covered in a shorter time, and strange and previously unknown phenomena become widely known and recognized in the world. The result of the increased mobility of societies is the clash and mixing of different cultures, leading to the formation of a global culture.


What does tourism in Ukraine depend on? Answers from the marketing and branding agency FINE, in Kiev, Vinnitsa, Odessa, Dnipro and Lvov


Tourism development depends on many factors, the most important of which are:


  • natural and infrastructural conditions conducive to the formation of a tourist offer and the attraction of potential stakeholders;
  • the social and political situation in a given country, continent or world, including the phenomena of political and economic integration associated with the facilitation of border crossing or even their disappearance (for example, the Schengen area);
  • increasing life expectancy and developing a system of social benefits in society;
  • an increase in the level of well-being, expressed in an increase in the standard of living and an increase in the possibility of free decision-making aimed at meeting the needs of a higher order;
  • changes in globalization (increased public interest in learning about the world and other cultures, increased mobility), leading to the formation of a new global tourism market on the demand side and improved supply.


Taking into account the above conditions, tourism should be considered as a multidimensional and complex phenomenon, its analysis is carried out in many areas of science, including: geographical, social, legal, political, medical and physical sciences. This broad view of tourism makes it difficult to define. Currently, when defining tourism, one should refer to the term adopted by the World Tourism Organization (WTO), widely used throughout the world, according to which tourism covers all activities of people who travel and stop for recreation. business or other purposes, but not longer than a year.


Tourism in Ukraine: an overview from the FINE marketing and branding agency


In 2014-2016, tourism in Ukraine (Kiev, Vinnitsa, Odessa, Lvov, Sumy, Kropyvnytskyi, Poltava, Kherson, Nikolai and other cities) fell by almost half. But already in the following years, the situation improved significantly, given the decline in prices for tickets to Egypt and Turkey. Domestic tourism in Ukraine brings about 64% of income, we can say that it is still underdeveloped and requires impressive support from investors and the state. It is believed that in the future, tourism will be the part of the business that can affect economic growth. Most often, Ukrainian tourists choose countries such as: Egypt, Turkey, Bulgaria, Montenegro, Greece. A lot of Ukrainians go on vacation within their country (about 6 million). Domestic tourism is actively reviving, especially in a situation of closed borders and a pandemic. It may also be due to a decrease in spending on recreation and an increase in the importance of patriotism. The most popular places for recreation in Ukraine are: Odessa, Kherson, Lviv region, Carpathians, Shatskie lakes. 

Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine