Ukraine: Outbound Travel & Tourism
Insert Report Title Here
Page 1 of 3
Olena Stephanska
June 1, 2013
Summary
With a population of over 46 million, Ukraine has a favorable location, bordering with EU and
Russia. The Ukrainian tourism industry has a great deal of potential, both inbound and
outbound. Ukraine’s inbound tourism figures received a large boost in the summer 2012 thank
to European Soccer Cup co-hosted with Poland. The number of tourist arrivals for Ukraine in
2012 was over 23 million. Outbound tourism is a fraction of the inbound figure and in 2012 was
estimated at 6.4 million. The top three outbound tourist destinations were Hungary, Poland and
Romania.
The United States sits in 8th place with 81,330 arrivals from Ukraine in 2012 and is becoming an
increasingly popular tourist destination for Ukrainians. Outbound tourist departures to the U.S.
are increasing by an average of 9% a year over the past three years. Simplified U.S. visa
procedures and the depreciation of the U.S. dollar against the Euro have helped make travel to
the United States more attractive and affordable for Ukrainian travelers.
Best Products/Services
According to the data from the Ukrainian tour operators, the most popular destinations in the
United States for the Ukrainian travelers include:
Cities: New York City, Miami, Las Vegas
National Parks
Ski / Winter Resorts
Leisure / Entertainment Complexes
New York City has been and will likely remain the most popular city destination for Ukrainian
tourists in the near future. Ukrainians will often combine their business travel to NYC with a
pleasure trip. Their family, historical and cultural ties to NYC put it on the top of the list for brand
awareness, followed by Miami and other locations in Florida famous for their comfort and
opportunities for various forms of leisure. As more Ukrainian tourists reach the U.S. West
Coast, Californian resorts and attractions are becoming increasingly popular in this respect as
well. Las Vegas is another destination that historically was considered by many Ukrainians the
gambling and entertainment capital of the world and has gained even bigger popularity when
gambling was officially banned in Ukraine in 2010. Interest in national parks is growing as
Ukrainian tourists hear more about what they have to offer. Ski and winter sports resorts have
become more popular in recent years as they provide a unique travel experience in terms of
variety, beauty and quality of service. Because of the current U.S. dollar/Euro exchange rate,
these resorts have become more economical than European destinations.
The U.S. Commercial Service – Your Global Business Partner.
export.gov
800-USA-TRADE
Insert Report Title Here
Page 2 of 3
Opportunities
Increased prices for domestic travel destinations and the development of outbound travel
services triggered Ukrainians’ growing interest in travel to destinations outside Ukraine.
Hungary, Poland, Romania, Turkey and Bulgaria have held the top places in the number of
Ukrainian tourists for the past several years. These countries, along with Italy, Spain, Greece,
Egypt, Israel, UAE and Thailand still constitute the core of mass tourism destinations for
Ukrainian travelers.
However, recent outbound traffic statistics indicate that, in addition to traditional warm and
seaside destinations, more Ukrainians are choosing countries where they may supplement time
on the beach with other activities, such as cultural and sporting events, shopping and
recreation. Moreover, Ukrainians who have traveled to Asia and Europe in the past are willing
to explore destinations other than those they have already visited. While the activity may be
similar, the different destination is appealing. For example, skiers who have visited the Alps for
their proximity look to Colorado, Utah and Vermont for their next trip.
The United States is becoming an increasingly popular tourist destination for Ukrainians with
81,300 arrivals from Ukraine in 2012. Outbound tourist departures to the U.S. are increasing by
an average of 9% a year over the past three years. An important factor accounting for the
steady growth in the number of Ukrainian travelers to the United States is the significant
improvement in the visa application process that has taken place in recent years. The U.S.
Embassy has made great progress in streamlining the process in the face of a rapidly growing
number of applications and has made visa information available online in Ukrainian. Applicants
have the opportunity to secure a five-year, multiple entry visas. For those wishing to renew a
visa, the requirement to appear for an interview is waived if they apply within 24 months
following their previous visa expiration date. The availability of visa information online has made
it possible to counter the market’s impression that U.S. visas are expensive, difficult to obtain
and take a long time to process. Ukrainian tour operators are also educating their travelers
regarding these improvements.
In 2012 the U.S. Commercial Service in Kyiv, Ukraine has approached U.S. and local tourism
business leaders with an initiative to create a VisitUSA Committee in Ukraine, a non-profit
professional association whose prime objective is to promote travel and tourism to the United
States. To date, VisitUSA Committees operate in 42 countries.
Trade Events
UITT (Ukraine International Travel & Tourism) is the largest and most important travel
industry event in Ukraine. It attracts key international travel industry players looking to promote
their products and increase their presence in the Ukrainian market. UITT 2014 takes place in
Kyiv, on March 26 – 28.
http://www.uitt-kiev.com/en/
For More Information
The U.S. Commercial Service in Kyiv Ukraine can be contacted via e-mail at:
olena.stephanska@trade.gov; Phone: (38044) 490-4054/490-4018; Fax: (38044) 490-4046; or visit
our website: http://www.buyusa.gov/ukraine
The U.S. Commercial Service – Your Global Business Partner.
export.gov
800-USA-TRADE
Insert Report Title Here
Page 3 of 3
The U.S. Commercial Service — Your Global Business Partner
With its network of offices across the United States and in more than 80 countries, the U.S.
Commercial Service of the U.S. Department of Commerce utilizes its global presence and
international marketing expertise to help U.S. companies sell their products and services worldwide.
Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting
http://www.export.gov/eac.
Comments and Suggestions: We welcome your comments and suggestions regarding this market
research. You can e-mail us your comments/suggestions to: Customer.Care@mail.doc.gov.
Please include the name of the applicable market research in your e-mail. We greatly appreciate
your feedback.
Disclaimer: The information provided in this report is intended to be of assistance to U.S. exporters. While we make every
effort to ensure its accuracy, neither the United States government nor any of its employees make any representation as
to the accuracy or completeness of information in this or any other United States government document. Readers are
advised to independently verify any information prior to reliance thereon. The information provided in this report does not
constitute legal advice.
International copyright, U.S. Department of Commerce, 2013. All rights reserved outside of the United States.
The U.S. Commercial Service – Your Global Business Partner.
export.gov
800-USA-TRADE