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United Nations World Tourism Organization (UN Tourism) Director of External Relations, Beka Jakel i who oversees policy and relations with the Organization´s 160 Member States speaks about the challenges facing the industry and the assistance of international organizations in the constant and stable growth of tourism in Ukraine and its effective positioning on the world tourism map in the post-war period.

Tourism is a tool of peace. But it is usually used in post-war reconstruction. What does world experience say about the development of destinations during military operations?

It is obvious that during wartime, inbound and domestic tourism cannot function as it would under normal circumstances. However, there are two schools of thought regarding the role of tourism under such circumstances. The first perspective, held by some experts and industry professionals, dismisses any focus on the tourism sector during the war, viewing it as irrelevant to immediate needs and post-war recovery planning. I believe this approach is short-sighted. The second perspective, which I strongly align with, emphasizes the importance of proactively envisioning the long-term future of the tourism sector. Wartime planning and strategic thinking are essential for positioning tourism as a key driver of economic recovery and development once peace is restored.

I am a firm advocate of establishing a robust coordination mechanism during the war, bringing together a wide range of stakeholders directly or indirectly connected to tourism. This mechanism would enable the formulation of a common and consolidated strategy. Ensuring engagement from national and international actors - such as government bodies, regional administrations, Destination