Winter holidays in Ukraine 2026: key market signals

The winter tourism season in Ukraine is gradually entering a new phase. Despite the challenging context, Ukrainians are not giving up on travel but are instead changing their vacation formats, priorities, and approach to planning.

The team at Ribas Hotels Group has prepared a forecast for the winter travel season in 2026. The study is based on proprietary booking data, an analysis of guest behavioral trends, an analytical survey, as well as expert insights from the company’s specialists who work with the market on a daily basis.

Plans for the winter: vacation as a way to recover

The study shows that most Ukrainians view winter vacations as an opportunity to change their environment and recharge. Some guests already have specific plans, while others are choosing between several options or leaving room for spontaneous trips. Only a small share of respondents do not plan to travel and intend to stay at home.

This indicates a gradual return of activity in the domestic tourism market and a reduction in pent-up demand.

How the winter travel format is changing

The winter season of 2026 shows a shift in focus from intensive programs and activities toward recovery, comfort, and tranquility. For most guests, the key decision-making factors include:

• a cozy and warm atmosphere;
• comfortable accommodation conditions;
• the opportunity to spend time with loved ones;
• SPA, wellness, and relaxation services;
• a sense of safety and predictability.

At the same time, there is a growing demand for more flexible accommodation formats that allow travelers to combine short stays with remote work. This is why the workation format—staying in a place that enables comfortable work—has become increasingly relevant, especially in mountain and countryside locations.

Locations and types of accommodation

Hotels and apartments remain the most in-demand accommodation formats during the winter season. They offer a balance between service, privacy, and autonomy. Traditional sanatoriums and holiday resorts are gradually losing relevance and no longer meet the evolving expectations of guests.

In terms of destinations, mountain and nature-based locations continue to lead. Travel within Ukraine remains the key format of the winter season, supporting the development of domestic tourism.

Martial law has had a significant impact on the winter travel patterns of Ukrainians. Guests are increasingly opting for short trips within Ukraine, taking a more careful approach to destination selection and placing greater emphasis on safety, stable infrastructure, and predictable service.

Budget and price sensitivity

Ukrainians continue to take a cautious approach to vacation spending. For a significant share of guests, budgets remain flexible and depend on the travel format. At the same time, there is a clear willingness to pay more for a unique experience—provided it combines comfort, privacy, high-quality service, SPA infrastructure, and the opportunity for quiet recovery.

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