Tourism is the #1 driver for sustainable development globally. As the world changes rapidly through population growth, urbanization, and a growing middle class, tourism is undergoing a revolution through technology and peer-to-peer sharing. The UN's Global Agenda 2030 calls for sustainable tourism that considers economic, social, and environmental impacts on visitors, industry, and host communities. Ukraine aims to develop its tourism sector through strengthening its destination brand, improving infrastructure and regulations, developing human resources and knowledge networks, and implementing quality standards and a national loyalty program for tourists.

1. Tourism – # 1 driver
for sustainable
development of all.
Ivan Liptuga Nova Kakhovka 17/05/18

2. World changes
fast

3. Population growth 1950 – 2050

4. Urbanization

5. Growing Middle Class

6. Travel revolution 1950 – 2030

8. 671 mln international arrivals in Europe

9. Export earnings by category US$ billion

11. Why tourism matters

13. IT revolution

14. New era of P2P technologies

15. Tailor Made Governance
Total Rethink of Regulation
& Smart Marketing

16. Global agenda 2030

17. Global agenda 2030

19. Tourism that takes full account of its
current and future economic, social
and environmental impacts,
addressing the needs of visitors, the
industry, the environment and host
communities
What is sustainable tourism?

20. Destination
marketing

21. Marketing of tourism
1. Destination branding
2. Online promotion
3. Media & PR
4. Cross-Marketing
5. Exhibitions and presentations
6. Design & Creative consulting

22. Livable
Loveable
Profitable
Destinations

24. Marketing is the art of
brand building, if you
are not a brand, you
are a commodity.
Then price is
everything, and the
low-cost is the only
winner.
Philip Kotler
Ivan Liptuga & Philip Kotler 2009

25. None of us have time, patience and the desire to delve into the real
differences between the proposals of one country or the city from the other.
Destination brand

26. The reputation and image of the country or the city very similar to the
trademarks of the companies and products. Brand and reputation of the
country are equally important for its progress and prosperity, as well as the
company's brand is the key to its success in the market.
Destination brand like
corporate brand

27. Unfortunately, negative or shocking stories about war, terrorism, poverty,
disease, corruption, crime and violence are very often more interesting
than good or positive or pleasant stories.
Bad news works better

28. Territories with strong and positive image spend less resources for
their promotion. Their brand works for them.
Strong brands save money

29. • Places with strong image have another challenge – to correspond to
their reputation
• Branding – it’s a fight. Fight with existing reputation about you
• You can’t change the image about your country only by marketing
communications. Simply because it was not built by marketing
communications
• For to change at least a little your image – all stakeholders should
sound
Destination brand

30. Tourism branding is the
loudest voice and most
valuable currency of
destination marketing.

32. Ukraine
Tourism
Strategy
2026

34. Key vectors of the strategy
1. Safety & Security
2. Legal base
3. Infrastructure
4. Human resources
5. Marketing

35. Ukraine tourism structure
Inbound
35%
Outbound
65%

36. Inbound to Ukraine
21415
23012
24670
12700 12400 13500
14500
0
5000
10000
15000
20000
25000
30000
2011 2012 2013 2014 2015 2016 2017
Inbound in mln tourists

37. 1070000
1156000
1231000
1891000
4393000
0 1000000 2000000 3000000 4000000 5000000
Hungary
Poland
RF
Belarus
Moldova
Inbound to Ukraine

40. China tourists pilot project

42. Tourism Law
2018

43. Totally in Ukraine
2582
Tour operators
Only 690 reports
370
Corresponds to license conditions
Tour Operators

44. Tour Operators
Tourists Tour Operators
From 100 000 to 300 000 4
From 10 000 to 100 000 10
From 1 000 to 10 000 52
From 100 to 1 000 203
From 1 to 100 210
0 (domestic tourism or no activity) 211

45. Accommodation
Totally in Ukraine
4572 (407 975 beds)
Accommodation facilities
290
Have hotel stars
Hotels Specialized
2645 1927

46. ДСТУ 4269 – Categorization

47. National Tourism Organization of Ukraine

48. Mission – to consolidate
tourism sector of Ukraine
Vitamin 4C
1. Communication
2. Coordination
3. Cooperation
4. Collaboration

49. Networking

50. а. Regional Tourism Organizations

51. Туристичні
компанії
Розміщення
Транспорт
Харчування
Локації
Театри, клуби
і розваги
Стадіони
та арени
Пляжі
і дайвінг-
центри
Конференц-
зали
Навчальні
заклади
IT-компанії
Фінансові
компанії
Магазини
b. Tourism Industries Associations

52. Міський
туризм
Екологічний
туризм
Культурний
туризм
Гастрономічний
туризм
Фестивальний
i MICE-туризм
Рекреаційний
туризм
Релігійний
туризм
LGBT-туризм Круїзний
туризм
Гірський і лижний
туризм
Розважальний
туризм
Шопінг-
туризм
Спортивний
туризм
Пригодницький
туризм
c. Tourism Business Associations

54. UNWTO Conference on
Destination branding

55. Nation
Regions
Cities
Destinations
National network of destination brands

56. National network of destination brands

59. Україна

63. Concept of the brand

64. Smile element

65. Combination of contradictions

66. Constructor

67. Plenty of combinations

68. Ukraine: It's all about U
Ukraine: As free as U
Ukraine: As young as U
Ukraine: As tasteful as U
Ukraine: As peaceful as U
Ukraine: As witty as U
Ukraine: As sharp as U
Ukraine: As sheer as U
Ukraine: As artistic as U
Ukraine: As unique as U
Ukraine: As true as U
Ukraine: As smart as U
Ukraine: As lively as U…
Plenty of slogans

71. National stand

72. National stand

73. Quality

75. National System of Quality,
Sustainability and Excellence

76. 1. ДСТУ ISO 14785 – TIC
2. ДСТУ EN 15565 – Tour guides
3. ДСТУ ISO 13810 – Industrial tourism
4. ДСТУ ISO 13811 – Eco norms for accommodation
5. ДСТУ ISO 13009 – Beaches
6. ДСТУ ISO 17680 – Thalasotherapy
7. ДСТУ ISO 13687 – Yacht-harbors
8. ДСТУ ISO 21101 – Adventure tourism. Safety.
9. ДСТУ ISO 21102 – Adventure tourism. Leaders.
10. ДСТУ ISO 21103 – Adventure tourism. Info.
11. ДСТУ ISO 18065 – Tourism in national parks
and natural preserves
30 National Quality Standards

77. Quality standards in different markets
Technical regulation
Standards
Higher than standards
Levelofbusinessculture
Obligatory
Initiative
Deficit
Market
Recommended
Replete
Market

84. Knowledge
network

85. Tourism knowledge network
110 Universities

86. Knowledge network
Academia + Vocational training

87. Public diplomacy

88. Loyalty Program
Tourist of Ukraine

92. Thank