FROM CONFLICT TO COMMERCE: ANALYZING EU MODELS FOR UKRAINIAN TOURISM RESTORATION

This study develops a strategic framework for the post-war recovery of Ukraine’s tourism sector by adapting successful crisis-management models employed by European Union member states. The research specifically focuses on leveraging military-heritage tourism as a key catalyst for economic revival, ethical memorial policy, and sustainable support for local small and medium enterprises (SMEs). Utilizing a systematic analysis of EU post-conflict experiences (including Croatia and Bosnia and Herzegovina) alongside comparative-historical methodologies, the research assesses economic viability using statistical modeling, including break-even point analysis, profitability coefficients, and the WTTC value-added multiplier. The resulting restoration model is structured around five core vectors: finance (access to credit), market access (rebranding), human resources (veteran reintegration), technology (digitalization/QR-navigation), and institutional reform (establishing Destination Management Organizations – DMOs). Financial modeling validates the sustainability of proposed heritage routes, projecting profit margins between 14% and 32% and an estimated annual net profit of USD 613,000. Furthermore, the paper proposes the “Open for Bravery” co-marketing fund and the adoption of EU4Business-EIF guarantee mechanisms to reduce capital barriers for tourism businesses. Adhering strictly to ICOM guidelines, the study advocates for an “interpretation before entertainment” approach to ensure military tourism remains ethical, educational, and respectful of national tragedy. These findings offer a critical roadmap for the State Agency for Tourism Development of Ukraine and DMOs to integrate memorial routes into national strategies and effectively attract international grant funding.