Earlier this month at ITB Berlin, I had the privilege to meet up with Irnya Sidletska, President of the Ukrainian Hotel & Resort Association. My meeting with Irnya was part of a significant event where several Ukrainian Tourism stakeholders showcased the "We Are Here" campaign, a poignant message of presence and perseverance amidst adversity. Developed with the support of Debbie Flynn, global travel practice leader at Finn Partners, this campaign represents a collective effort to spotlight Ukraine's tourism potential against the backdrop of ongoing conflict.

I invite our readers at Hospitality Net to watch this touching and inspiring video:

A Journey of Resilience and Determination

The conflict with Russia, which has extended over two years, has diverted global attention away from Ukraine, overshadowing the rich cultural heritage, breathtaking landscapes, and the vibrant life that still thrives within its borders. Mariana Oleskiv, the Chair of the SATD, spearheads this initiative to cast a light on Ukraine's tourism sector, which stands proud and hopeful of rejuvenation despite the daunting challenges posed by the war.

The Cornerstone of Hope: "We Are Here"

At the heart of this campaign is a poignant video that symbolizes the unwavering resilience and readiness of Ukraine to welcome visitors with open arms once peace is restored. This video, premiered at the ITB Congress, draws inspiration from the iconic message delivered by President Zelensky at the onset of the invasion, declaring "we are all here." It profiles the steadfast Ukrainians from the travel and tourism industry who now contribute to the war effort, reinforcing the message that Ukraine, with all its natural beauty, cultural heritage, and historical significance, eagerly awaits the day it can share these treasures with the world again.

Changing the Narrative

Mariana Oleskiv's mission is to alter the global perception of Ukraine from a war-torn country to a land of beauty, resilience, and hospitality. "When people think of Ukraine, they often think of a country decimated by war. We aim to show that this is far from the truth," Oleskiv states. From the historic streets of Kyiv to the mystical Carpathian Mountains, from the dynamic port city of Odesa to the quaint architecture of Lviv, Ukraine is a kaleidoscope of experiences, ready to be discovered.

A Commitment to Rebuild and Revive

The campaign also underscores SATD's dedication to reconstructing Ukraine's tourism infrastructure, including hotels, resorts, and attractions, ensuring they are ready to welcome international visitors post-conflict. This endeavor is not only about restoring buildings and landscapes but also about rejuvenating the spirit of the Ukrainian people by creating job opportunities in tourism, which will play a crucial role in the nation's recovery.

A Call to the World

"We Are Here: Brave Hearts of Ukraine" is an invitation to the global community to witness the indomitable spirit of the Ukrainian people and the unparalleled beauty of their land. It is a call for future travelers to include Ukraine on their bucket lists, not just as a destination to visit but as a story of bravery, resilience, and hope to be part of. Despite adversity, Ukraine stands united, ready to preserve its heritage and welcome visitors to a land where the human spirit triumphs over conflict.

The campaign and its centerpiece video offer a glimpse into the heart of Ukraine—a country fighting not just for its present but for a future where it can share its riches, culture, and open hearts with the world. Ukraine's message is clear: "We are here, waiting to welcome you."

Watch the Campaign Video