Ukraine Showcases Its Tourism Transformation Experience in Brussels

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On October 20–21, Brussels hosted the annual Global Tourism Forum 2025 — one of the most influential global platforms for discussing the future of tourism amid global transformations.

Under the theme “Reimagining the Future of Travel,” participants discussed the role of tourism in economic recovery, urban development, innovation, and diplomacy.

Tourism as a Strategic Tool for Recovery
Today, tourism is no longer just a leisure activity — it has become a driver of sustainable development, investment, and intercultural dialogue. Key topics of the Forum included travel safety, urbanization and destination management, the role of AI and digital ethics, sustainability in aviation and hospitality, and tourism as a tool for global diplomacy.

As the organizers noted, the Global Tourism Forum is more than just a discussion platform — it serves as a bridge between governments, businesses, and investors, shaping the vision of tourism as a strategic instrument for economic growth and building trust among nations.

Ukraine on the Global Tourism Map
This year, Natalya Tabaka, Chairperson of the State Agency for Tourism Development of Ukraine, spoke at the panel “Smart Cities and the Future of Place-Making.”

“Ukraine today is rebuilding not only its cities but the very concept of place. Our communities are creating a new sense of belonging — through culture, innovation, and humanity. For us, tourism is not just about travel. It is a way to restore people’s connection with their land, memory, and identity.”

Ukraine’s presence at the Forum marked another step in promoting the national tourism brand internationally and integrating the country into global recovery and sustainable development processes.

The Future of Tourism Lies in Collaboration
Bulut Bağcı, President of the World Tourism Forum Institute, emphasized that tourism today is a tool that creates jobs, fosters mutual understanding, and builds “bridges of peace” the world urgently needs.

The 2025 Forum in Brussels represented another milestone in shaping a global vision of tourism as a key factor in sustainable development, cultural diplomacy, and innovative growth.