On June 30, as part of Top Talks, Aryna Satovska, an EMBA kmbs graduate and head of the NGO Community, spoke with Maryana Oleskiv, head of the State Agency for Tourism Development of Ukraine, about the realities and prospects of the Ukrainian tourism industry.

"The tourist should be the highest value and main client in our museums, historical sites, and reserves. Currently, the main client of our museums is the so-called 'dead artist', whose protection is so zealous that it literally scares away the younger generation," noted Maryana.

Customer orientation should become the main goal of the industry's reform: tourist sites must speak the same language as the visitor and offer new experiences they seek.

To understand the needs of people who decide to travel to Ukraine, it is necessary to have at least some information about them. The lack of data about the sites, the number of their visitors, and the person visiting the location is a key feature of the Ukrainian tourism business. A manager in this field should have access to statistical data to use it for the qualitative transformation of their own business. The development of new tourist destinations is possible only by understanding the main needs of the guest: new emotions, acquaintance with culture, and gastronomic discoveries.

Ukrainian tourism has prospects for such development not only in the Kyiv-Lviv-Odesa connection but also in all regions. If the service in regional tourist places is made human-centered, and services and goods more authentic, it will help the visitor better feel the locality and enjoy the journey.

The Reality of Ukrainian Tourism