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In the summer of 2026, Ukrainians demonstrated a significant shift in travel preferences, opting for safer and more countryside locations rather than popular resorts, according to Ribas Hotels Group. The company had anticipated a record season for domestic tourism but observed an average occupancy rate of 61.6% and a 22% increase in the average daily rate compared to the previous year.

Head of sales Rehina Shapovalova noted that guests became more cautious in their choices, considering factors such as location and safety conditions. Actual occupancy in the Odesa cluster fell short of expectations, reaching only 63%, while the Carpathians saw mixed results, with some hotels performing well and others not meeting growth targets.

The main factor influencing tourists' decisions was the location, as even well-off travelers avoided hotels in the city center or near critical infrastructure. Demand for vacations remained, but the desire to travel safely and the impact of transport accessibility and future expectations played a crucial role. In the Carpathians, demand did not fully redistribute as initially forecast, and guests still sought accommodations in surrounding areas, particularly cottages and countryside resorts.

Occupancy in Zakarpattia remained more evenly spread throughout the week compared to the initial forecast. The average ADR in the Lviv region increased by 10% compared to the previous year. The positive outcome of the summer was that Ukrainians continued to find opportunities for vacationing despite challenging security and transportation conditions.

However, the season also highlighted the fragility of forecasts, as external factors could quickly alter the situation.