Has the time come to spotlight Ukraine as a tourism destination?

By Sarah Arksey
Associate Writer

As Ukraine continues to work towards peace following the Russian invasion in 2022, Sasha Vosk, the president of spearheading tourist and philanthropic corporation Rebuild Ukraine, believes it’s high time to advertise tourism to the country.

Rebuild Ukraine has enlisted the help of Wayne’s World Media, who will be in charge of the “marketing, rebranding, and reintroduction” of the country. The company’s president, Wayne V. Lee Jr., has family ties in Ukraine- which he calls one of Europe’s “best-kept secrets”.

According to Vosk, Western Ukraine is safe enough to travel to right now. What would he say to those who are anxious about potential wartime danger?

“That we are all under pressure from the main media to believe that all of Ukraine is in the flames of war and under Russian occupation, while it couldn’t be further from the truth.”

He reiterates Ukraine’s relative safety: “Anyone who has traveled recently to central and western Ukraine (3/4 of the country) will tell that you wouldn’t know that there is a war going on in the east”.

Vosk adds that he took a group of Americans to his home country just a few months ago.

Kyiv under occupation

Though he now resides in New York, Vosk was born and raised in Ukraine’s capital, Kyiv. Kyiv was the focal point of Putin’s invasion in 2022 but was never captured and today remains in an uncertain state of political tension.

“The old center of my home town Kyiv is situated on the right bank of the Dnieper river which towers over the more modern left bank, and all along the river it is covered with parks. Among them is the botanical garden; each May it becomes the most aromatic and gorgeous display of countless varieties of lilac trees that were brought and planted there from all over the world.”

Vosk adds that he carries these memories of Ukraine with him as a New Yorker: “Now I run to Central Park to revive those memories of my boyhood.”

Re-introducing Ukraine to the world

So, should one decide to visit Ukraine, what regions would an expert recommend? Vosk emphasizes the Western areas, namely the Carpathian Mountains and Lviv, both of which will be presented by Rebuild Ukraine at the New York Travel Show, in addition to other forums.

“Lviv!” Vosk muses, “This is a city of captivating beauty and rich multicultural heritage which is reflected in its architecture, wide variety of food, and entertainment.  It is renowned for its eclectic arts scene, bustling cafes, lively festivals, and vibrant nightlife.”

He goes on to remark about the Carpathians: “All of the Ukrainian Carpathians are a sanctuary of safety, not an echo of the war sounded here throughout the conflict.”

“Nature enthusiasts can explore the lush landscapes of the Carpathian Mountains, where hiking trails lead to breathtaking vistas, cascading waterfalls, and serene alpine lakes with every mountain activity imaginable. Visitors can take advantage of the opportunity to experience traditional Ukrainian hospitality by staying in cozy mountain villages and sampling local cuisine.”

What it’s like to travel to or live in Ukraine right now

Contrary to popular belief, it is currently possible to travel to Ukraine with relative ease. GoNOMAD spoke with Mitch Couture, who recently made the trip from Boston to Ivano-Frankivsk, to honor his brother-in-law’s life after he passed away while fighting on the front lines.

Couture relayed that although his entrance to Ukraine was relatively straightforward, leaving was another story. Polish farmers were boycotting Ukrainian goods at the time, and he spent nearly eight hours waiting on the bus, before being pulled aside at the border for a further hour of questioning- “was I military, CIA, or press?” he recalls.

“Seeing how the country has changed was hard,” said Couture, though he’s quick to affirm his love for the country and those who call it home: “The food is still great. The people are still welcoming and interested what an ‘Americanski’ is doing there.”

GoNOMAD also spoke to Denys Lebed, 40, and Max from Kyiv about their lived experiences as locals since the Russian invasion. The pair are active on a Reddit chat board about Ukraine.

Max says that life in Kyiv has changed in terms of “small, but important things.” A curfew now blankets the nation between 11 pm and 5 am, though Max assures me that local forces are quite forgiving to those who breach it. Power outages are quite common now, as Russian forces have frequently targeted power plants.

Perhaps the most devastating changes have been witnessed among Ukraine’s young men.

When asked what he misses the most about pre-war Ukraine, Lebed says “I miss the opportunity to go abroad.

I used to travel a lot in the past, but as [an] 18-60 year old man I’m not allowed to leave the country during martial law.” Couture emphasizes this sentiment based on his travels in the West- “You don’t see a lot of military-aged men just walking around.”

Max, Lebed and Couture all support Vosk’s initiative. “It’s 99% safe here”, says Max- relaying that of the scores of Russian attacks on Kyiv, he’s never seen one, and has heard only a handful of them.

Though Kyiv is not currently a spotlight destination of Rebuild Ukraine, Wayne V. Lee Jr. says it’s up next- “And we can’t wait!”

“Some countries are fortunate to have mountain ranges for visitors to explore, others have a great river, yet others have their seashore,” Explains Vosk. “Ukraine’s got it all plus over millennia of well-preserved culture”. Max says that “Ukraine is like a patchwork quilt”- an eclectic mix of ancient, Soviet and Russian cultural components.

He illustrates that Ukraine is actively discovering its history even today, despite Kyiv being established over 1500 years ago. Max says that when Ukraine was part of the USSR, the nation’s people were expected to absorb their cultural identity into Russia’s.

Though they’ve faced hundreds of years where delving into their own cultural heritage was forbidden, Max says Ukraine is rediscovering its unique history: “We have had a lot of moments to be proud of.”

He points out, however, that people underestimate how modern Ukraine is- “We have [our] freaking passports on [our] phones!” he says, adding that visitors to Ukraine can expect top-tier medical treatment and internet access.

Why choose Ukraine?

So- why should tourists choose Ukraine? Vosk points simply to human empathy. “Tens of millions of innocent Ukrainians [are] under brutal attack aimed to destroy their lives and to bring them under totalitarian control- [visitors] could express their empathy by traveling to the perfectly safe areas of Ukraine now or after peace comes and have the time of their lives over there.  This would be great material and emotional help. This would [be] the number one reason to visit Ukraine.”

Visiting a country that is technically at war may still be a jarring concept to those who have not had first-hand experience with conflict. Vosk offers a frank reminder of the fragile nature of life, no matter where you may be: “We are all taking chances every day when crossing streets, driving on a highway, or passing a construction zone.”