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Medical tourism and IT can draw visitors back to Ukraine after the war, UN Tourism’s chief told a Kyiv briefing
The head of UN Tourism, Shaikha Al Nowais, named medical tourism and Ukraine's IT sector as the country's strongest cards for winning back foreign visitors after the war, at a Kyiv briefing. Ukraine already holds everything a tourism economy needs, she said, from culture and landscapes to cuisine. Al Nowais, the first woman to lead the organization in its history, was making the first visit by a UN Tourism chief to Ukraine in a decade.
A UN specialized agency publicly treated Ukraine as a future destination rather than a war zone, as Kyiv tries to anchor its reconstruction to sectors that can earn hard currency and bring people back to emptied regions. Both sectors she named were among Ukraine's stronger performers before 2022.
Before the invasion, Ukraine was receiving about 13 million visitors a year, with tourism worth roughly 3 to 4 percent of GDP, RBC-Ukraine reported citing the numbers mentioned at the briefing.
"Bringing all stakeholders in the tourism process together with the state under one umbrella could unlock great potential," Al Nowais said.
A medical tourism hub before the war
Before Russia's full-scale invasion, Ukraine had a reputation as an affordable place for fertility treatment and surrogacy, dentistry, laser eye surgery, and cosmetic procedures, the US-based Medical Tourism Association said. Prices often ran a fraction of Western European ones. In the late 2010s, the country's medical tourism association counted tens of thousands of foreign patients a year. Because that trade rests on clinics and specialists rather than rebuilt infrastructure, Al Nowais said it could bounce back fairly quickly once the war ends.
A tech sector that grew through the war
Ukraine's IT exports reached about $6.8 billion in 2021, close to a tenth of all the country's exports, and the industry has been one of the few to keep growing through the war. The same ecosystem produced the Diia app, a state-services platform installed by more than a third of Ukrainian adults before the invasion, along with globally used products such as Grammarly and GitLab. A sector that has shown it can ship and scale under bombardment is, on Al Nowais's logic, well placed to build the booking, logistics and guide services a returning tourism market will need.
Ukraine's Acting Foreign Minister Andrii Sybiha met her in Kyiv on 15 August 2026 to discuss tourism's place in reconstruction, and UN Tourism agreed to provide 500 scholarships for Ukrainians to study at its Online Academy, 200 of them reserved for veterans, with Kyiv setting the rest of the allocation.
