EU citizens were given the opportunity to travel to Ukraine 12 years ago, but such a "present" from the government of the country at that time did not prove effective. However, the issue is not about the visa.
Back then, in 2005, after the abolition of visas, it would have been necessary to take the necessary measures that would have really turned the country into an attractive destination for Europeans. Years after this decision was made, the situation in various key components of the tourist market has only worsened. A striking example of this is our roads. Group tours to Ukraine are presented as rarely as space travel, and individual tourists are afraid to cross the border, having information about the “excellent” road infrastructure. However, even if you wanted to, it would be difficult to organize group tours - carriers will refuse this idea one after another.
Marketing positioning is a pressing issue for Ukrainian tourism. Most EU residents simply cannot name one or two attractions in Kyiv because no one communicates this to them. The tourist product and its elements are not promoted. Consequently, Europeans are not particularly eager to visit Ukraine.
Ukraine has created excellent conditions for ski, beach, and rural tourism, but Europeans have no information about this. Of course, the military and political situation makes its own adjustments, but this does not mean that tourism can be left to its own devices - state regulation must be mandatory.
Many experts also emphasize the lack of advertising information. Players in the tourism market do not pay much attention to the history and culture of their country, and these components can give a serious boost to the domestic industry. There are many problems, but the question is not about the amount of funds and time to eliminate them, but when Ukrainians will finally begin to seriously consider tourism as a profitable sector.
