Ukraine at the World's Largest Tourism Exhibition - ITB Berlin 2026

This year, Ukraine joins the global community in celebrating the 60th anniversary of the exhibition. The event takes place from March 3–5 in Berlin, bringing together over 160 countries and approximately 6,000 exhibitors from across the globe.

Natalya Tabaka, Chairperson of the State Agency for Tourism Development of Ukraine (SATD), delivered a speech on the forum’s main stage dedicated to the role of tourism in conditions of global instability and recovery. In her address, she emphasized that for Ukraine today, tourism serves as an instrument for restoration.

During the presentation, the scale of losses in the tourism sector due to the full-scale war was highlighted. According to the Rapid Damage and Needs Assessment 5 (RDNA5), Ukraine's direct losses exceed $195 billion, while recovery needs are estimated at nearly $588 billion.

"At the same time, even under war conditions, the tourism sector demonstrates resilience. In 2025, tax revenues from tourism grew by 31.5%, and tourism tax revenues to local budgets increased by 35%. This confirms that domestic tourism remains a vital source of support for the economy and communities," emphasized Nataliia Tabaka.

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The presentation focused on new national initiatives shaping a modern tourism model in Ukraine:

"Places of Memory" project: Aimed at forming a responsible culture of memorial tourism.

"Silence Mode. Paths of Recovery" program: Combines travel, natural landscapes, and cultural practices as a tool for the psycho-emotional recovery of Ukrainians.

International Tourism Alliance

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A significant part of the speech was the presentation of an initiative to create an international tourism alliance for Ukraine. Readiness to join has already been confirmed by Austria, Cyprus, Czechia, Germany, Italy, Lithuania, Malta, Poland, and Romania.