Pavel Ganzevich
B.D.S.M. – Business Development Sales & Marketing
TAT Travel Agencies + Touroperator Travelon
Partner of HelloOtel System
Pavel Ganzevich, the Business Development Sales & Marketing expert at TAT Travel Agencies and Touroperator Travelon, analyzes the transformation of the Ukrainian tourism market in the current conditions.
Due to restrictions on flights from Ukraine, tourists actively use alternative airports: Chisinau, Warsaw, Bucharest, less often Germany and Hungary. Despite the difficulties, the market is showing steady growth, and the demand for organized tours remains high. Transfer packages are especially in demand, as the convenience of logistics has become a key factor in choosing a tour.
The main audience of tourists has changed somewhat. The key categories were: the 60+ contingent (those who have no travel restrictions) and single women. But conceptually, family vacations are still the main thing.
Trends in destinations: Turkey is still the leader of the summer season. Egypt and the UAE are the main destinations for winter holidays. European resorts (Montenegro, Bulgaria, Croatia) are growing in popularity due to political factors.
Despite the concerns, large aggregators are not putting pressure on the market — sales of travel agents and tour operators continue to grow. At the same time, 50% of offline agencies are closed, and the business has switched to online mode. This has increased the importance of working in social networks (targeted advertising, content marketing) and learning digital tools (lead management, working with applications).
After a pause in offline events, Ukrainian agents can once again attend workshops, presentations, and round tables, as the demand for these formats has increased dramatically. To support partners, TAT travel agencies and Travelon actively hold webinars and provide agents with applications through the largest B2C aggregator otpusk.com and a lead exchange (demand generation through Facebook, Instagram and other channels).
Tourism in Ukraine is adapting to new conditions, maintaining demand, and finding alternative ways of development. The key success factors are flexibility, digitalization, and partnership support between operators and agents, as well as working with B2B platforms such as HelloOtel, which has become a must-have for agents, offering bonus programs, direct contact with hotels, and participation in special events.
