“Even when the war is over, I am not sure that the tourism industry will return to pre-war levels” – Oleh Kulyk
19 May 11:08
Ukraine’s tourism business is gradually coming to life – every year more and more Ukrainians decide to go on vacation outside the country. And this season promises to be busy as well.Oleg Kulik, the founder of the Come with Us travel agency, told "Komersant Ukrainian" about the most popular resorts, the main criteria for choosing a hotel, where and how to have a cheap vacation, what force majeure circumstances may arise, what is happening with “hot” tours, and much more in an interview.
Oleg Vladimirovich, what is the current situation in the travel industry, have you managed to establish work after the start of the full-scale invasion?
– Yes, it was difficult in the first months of 2022 when a large number of travel agencies closed, and the number of tourists decreased tenfold. The recovery began in the summer of 2022, with the first hotel bookings in May-June. The market then recovered by only 10% compared to 2021. In 2024, the market has already grown by 30% compared to 2021. We are still far from the pre-war level, and it is unlikely that we will reach it in the coming years, as the population in Ukraine has decreased. And even when the war ends and the borders open for men, I’m not sure that the tourism industry will return to pre-war levels. However, the resumption of air travel will help a lot, as pent-up demand will increase. This year, we expect tourism to grow by 35-40% compared to 2021, and travel agencies have already adapted to work in these conditions. But we will see.
What are the current difficulties with traveling abroad and what problems do tourists face?
Tours fall into two categories: air and bus. Today, bus tours prevail, because you can leave any city by bus or drive up to a big city, from where you are already taken to the country of your vacation. Bulgaria is in first place among bus tours, and bus tours to Turkey, Greece, Montenegro, etc. are also in demand. Bus tours in the summer account for more than 50% of all tours, while before 2022 their share was only 10%. The logistics are not complicated, but traveling for a day or more by bus is difficult.
Air travel is a different category. To fly, you need to get to the airport. 90% of tourists choose Chisinau and Polish airports, with other options through Slovakia, Hungary, and Romania. Western regions travel through Poland and other countries, as it is closer to them. Central and eastern Ukraine, especially Odesa residents, use flights from Chisinau, as it is closer to them.
The main problem is not the trip itself, but getting to the country and crossing the border. In the summer, the process takes longer. The Polish border is the most difficult, with long queues and limited capacity. The Moldovan border is easier. Therefore, before traveling, you should carefully plan your route with plenty of time to spare in order not to miss your flight.
Indeed, logistical difficulties add to the risks. What should a tourist do if they miss their flight, and is there a way out of the situation?
Airlines don’t care where the tourist is coming from, whether he or she is late or not – the seats are sold out, and the plane can leave without him or her. Some operators have an insurance service in case of delay, but it’s an extra charge and not everyone uses it. It is cheaper to leave in advance. Especially in summer, when there are a lot of tourists. You can stay at the border with Moldova for a maximum of 6-8 hours, and it is better to go to Poland with an overnight stay or by train – they pass control faster. For those traveling with children, you should consider spending the night before departure in a hotel – children have a hard time with long journeys.
Have Ukrainians’ preferences for vacationing abroad changed over the years? Egypt and Turkey used to be popular. What resorts do they choose now?
It has remained about the same, but Bulgaria has been added – the demand for it has increased significantly. Previously, Turkey and Egypt were the top destinations, and now Bulgaria has been added to them. This is followed by Greece, Spain, Montenegro, the Emirates, etc. If we conditionally divide it by 100%, then 20% are Turkey, 20% are Egypt, 20% are Bulgaria, and the remaining 40% are other destinations.
Has the cost of vacation increased much? Where is it the cheapest now?
Bus tours are the cheapest. The easiest and fastest way to get to Bulgaria is by bus. This is a budget option, especially for unpretentious people, in Bulgaria at the beginning of the season you can have a budget vacation for two for a few hundred dollars. But everything related to flights is more expensive.
Is it possible to buy a “hot” tour now, or have they lost popularity due to complicated logistics?
They were and are, and the demand has not disappeared. But earlier, when we had open skies, you could buy a tour today and fly tomorrow. Now, only those who are closer to the Moldovan border, such as Odesa residents, have this opportunity. Last-minute tours are popular, but not for “tomorrow” but for “the day after tomorrow” – a day is added for logistics. The main thing is to catch the plane. a “hot” tour is a reduction in price on the part of the airline, not the hotel. For example, if a seat on an airplane costs $300, it is sold for $100 to get at least part of it back.
Another option for a favorable price is early booking. If a tourist books a vacation a few months in advance, they get a discount from the hotel.
Do Ukrainians book in advance?
Yes, but not like Europeans. They can plan a year or sometimes even two years in advance, while ours can plan a few months at most, depending on the situation in the country. But the operators for Bulgaria offered favorable conditions – we booked in advance for UAH 1000 in the winter. And if something went wrong, losing UAH 1,000 didn’t hurt so much.
Do those who have traveled abroad also use your services to change the situation and go on vacation to warm countries?
Yes, they do. We sell tours not only to those who stayed in Ukraine, but also to Ukrainians throughout Europe.
Since most men are unable to travel, it is mostly women with children who go. Are there any special requirements for the vacation, for example, that there are no Russians in the hotel?
– Not only women with children go. Men also go, for example, military personnel, parents with many children and pensioners. A common request is to find a hotel with fewer Russians. But there is no such thing as a hotel with no Russians at all. If a hotel is oriented towards the European market, there are fewer Russians there, and if it is oriented towards the CIS, there are more. Therefore, agents often select hotels with mostly European tourists.
Is it possible to avoid conflicts and clashes with them?
– Such cases still happen. The hotel security service tries to prevent conflicts. Both sides usually ignore each other. But under the influence of alcohol, there can be trouble. It’s not widespread. If something serious happens, the police will come, and there will be no time for relaxation.
Today the economic situation is difficult. Many people have little money. Is it possible to take a tour on credit and how often is it done?
– Buying a tour on credit has never been popular among Ukrainians. People are used to saving money for vacations. The service is available, but it is rarely used. Credit means interest. And if you have a limited budget, you can always choose a cheaper option.
What are the biggest force majeure issues that Ukrainian tourists can face?
– First, it’s crossing the border by men. They may not be allowed to leave. The person thinks that everything is fine with the documents, but it turns out that it is not. You have to check everything in advance with the border service. Secondly, you can stay at the border longer than planned. So, the border factor and the risk of not leaving have been added.
What is the biggest obstacle for the travel industry focused on traveling abroad?
– First of all, it is the closed skies, which complicates logistics. If there were flights from Ukraine, there would be more tourists. Demand drops especially in winter due to logistics. In summer, activity increases thanks to buses.
Today, Ukrainians are vacationing in Ukraine more often because of logistics and restrictions for men. Vacations in the Carpathians are experiencing a real boom. But we hope that as soon as the borders open and air travel resumes, there will be much more people willing to vacation abroad.
Author: Alla Dunina
