For the first time since the war has started, the UN Tourism Secretary-General visited Ukraine
On August 15, the UN Tourism Secretary-General Shaikha Al Nuwais was in Ukraine with a one-day visit.
The goal of the visit is to demonstrate support for the Ukrainian people at this time and to announce a series of international initiatives to support tourism in Ukraine.
“Kyiv is beautiful, historic, but what has struck me the most - its people. I have seen the same pride in their eyes. And I have felt their warmth and every welcome, and it made me realize something: Ukraine is not only asking the world what it’s going through, but it is asking the world to see everything it is: its beauty, its culture, its extraordinary history” - said the Secretary-General of UN Tourism.
Shaikha Nasser Al Nuwais noted that it has been 10 years since the UN Secretary-General for Tourism last visited Ukraine, so today we have a chance to renew our partnership.
“Before the end of my first year, that opportunity came. And I am grateful to be here. It has been ten years since the UN Tourism Secretary-General last visited Ukraine. So today is a chance to renew our partnership. And to look ahead together. Because the work of recovery cannot wait for the day after peace. It starts now. UNESCO and UN Tourism. Culture and tourism. Shoulder to shoulder with Ukraine. The road ahead belongs to Ukraine. But Ukraine will not walk it alone. UN Tourism will be there. And our work starts now.” – the Secretary-General of UN Tourism said.
Shaikha Al Nuwais noted the significant economic potential of Ukraine’s tourism industry prior to the full-scale war and the importance of its future recovery.
The UN Secretary-General for Tourism met with representatives of the tourism community, relevant associations, representatives of the hotel industry, 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 a full-scale war and its role in economic recovery.
“Ukraine should leverage its strengths, such as medical tourism, IT and digital technologies. These areas, as an example, give Ukraine a strong foundation for attracting international tourists in the future. Bringing together all tourism stakeholders and the government under one umbrella could unlock significant potential.” - said the UN Tourism Secretary-General Shaikha Al Nuwais.
Special attention was given to international coordination and the exchange of best practices regarding the recovery of the tourism sectors following the crisis. Potential areas of cooperation include the safety of tourist destinations, accessibility, barrier-free access, and inclusivity.
“It is a great honor for Ukraine to host the UN Secretary-General for Tourism 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 their identity, and supporting communities. And we thank you for your support of Ukraine and for your 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 Natalya Tabaka, the Head of the State Agency for Tourism Development of Ukraine.
During the UN Tourism visit, a special category for Ukraine of the “Safe Destinations Challenge”, a UN Tourism initiative, was announced. 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 has unique and extensive knowledge in digital technologies and crisis communications. During the full-scale war, Ukraine’s tourism sector has learned to operate amid constant risks — from air raid alerts and missile attacks to evacuations, crisis communications, and ensuring people’s safety. This profound experience can serve as a foundation for new international solutions for safe and resilient tourism,” - said the Secretary-General of UN Tourism.
“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 location. Therefore, this is a global challenge. Starting in 2022, Ukraine has created something that no other country has: a nationwide system for real-time security alerts, 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 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 UN Secretary-General for Tourism visited two UNESCO World Heritage sites - the St. Sophia Cathedral and the Kyiv-Pechersk Lavra —where she took part in the celebrations marking the 975th anniversary of the Kyiv-Pechersk Lavra.
Also, Shaikha Al Nuwais awarded the winners of the UN Tourism Global Initiative “Best Tourism Villages in Ukraine” for 2024 and 2025. Specifically, the awards went to the Kolochava community (Zakarpattia Oblast) and the Urych community (Lviv Oblast). 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 first visit in 10 years by the UN Secretary-General for Tourism to Ukraine and a personal connection with our country. But today we need more—we need the world’s voices 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 in UN Tourism.
