UNWTO will work with the Government of Ukraine to support the development of its tourism sector. The cooperation will focus on the areas of tourism statistics, communications and capacity building within the Organization for tourism officials and graduates from the country’s tourism educational institutions. The initiatives were discussed between UNWTO Secretary-General Taleb Rifai and Vice-Prime Minister for Euro-Integration and Euro-Atlantic Integration Ivanna Klympush-Tsyntsadze at the sidelines of the Conference on ‘Destination Branding – keys to building a successful reputation’, organized by the Ministry of Economic Development and Trade of Ukraine in collaboration with UNWTO.

The Conference discussed the impact of technology on destination branding as well as the evolving roles of National Tourism Organizations (NTOs) and Destination Management Organizations (DMOs) in destination branding, in view of current technological and consumer changes. The Conference was preceded by a UNWTO Masterclass on Tourism Destination Branding, which brought together representatives from the various regions of Ukraine.

“Tourism is one of the best areas of investment and income generation,” said Ms Klympush-Tsyntsadze, opening the event.

Ms. Yuliya Klymenko, Deputy Minister of Economic Development and Trade, presented the ten issues the Government will look to address in developing Ukraine’s tourism sector, including the review of legislation, public/private sector partnerships, the creation of a network of regional tourism brands, improving statistics and the liberalization of visa regimes.

During the Conference, Ukraine announced the implementation of visa-upon-arrival measures for Chinese tourists, complementing similar visa facilitation initiatives taken earlier this year for visitors from Australia and New Zealand.

“UNWTO has long been advocating for travel facilitation as a means to promote economic growth through tourism. We welcome very much the decision of the Government of Ukraine to concede visa upon arrival to Chinese tourists, as this is an example of its vision and commitment to tourism development,” said Mr. Rifai. “China is the world’s top source market, with US$ 292 billion spent on travelling abroad last year, and we trust this measure will yield significant benefits to the economy of Ukraine,” he added.