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Integration challenges and sustainability trends
in the tourism sector

Held by VITE SUTE (Ukraine), the fifth Community of Practice (CoP) online workshop, part of the Erasmus+ MAAS project, brought together 19 participants from academic institutions, civil society, and employment organisations across Europe and Ukraine. The session focused on integration challenges and employment opportunities for Ukrainian refugees within the EU tourism labour market.

The session covered three core topics:

  1. “Travel to Ukraine: How Tourism Adapts to New Realities”
    This topic explored how the Ukrainian tourism sector is coping with war-related disruptions. It examined the evolution of tourism into forms such as aid tourism and war tourism, and the sector’s efforts to adjust marketing, safety, and service strategies to ensure survival.

  2. “Access to Labour Markets and Employment in Europe for Ukrainian Refugees”
    This presentation provided a data-driven overview of refugee distribution, employment conditions, and barriers such as language proficiency and qualification recognition. It also highlighted the steps taken by EU countries to support refugee labour market integration.

  3. “Ukrainian Jobseekers Respond: Needs, Aspirations and Future Prospects”
    Findings were shared from a survey of 30 Ukrainian refugees across seven EU countries, offering insights into their employment experiences, job search challenges, and key support needs for successful integration.

Participants engaged in targeted breakout discussions on topics including employment guarantees, job brokerage challenges at national level, and strategies for aligning refugees’ aspirations with the needs of the EU tourism labour market.

Strategies for Sustainable Employment in the Tourism Sector

Presentations

Key Insights

Resilience and Transformation in Ukrainian Tourism

The tourism sector in Ukraine is demonstrating remarkable adaptability. Although only 20% of hotels remain operational, many have adopted strategies such as eco-tourism, rural tourism, flexible pricing, and international marketing. Innovative models, including aid tourism and war tourism, have emerged, helping to maintain the sector’s relevance and generate new employment opportunities.

Changing Travel Patterns and Customer Expectations

Tourist behaviour has shifted towards safer destinations, last-minute bookings, and solo or family travel. These changes call for flexible service models and a rethinking of traditional tourism routes. Businesses must be agile and responsive to the evolving expectations of today’s travellers.

New Skills and Employment Models in Tourism

Sustainable customer service now depends on staff training, empathy, and resilience. New roles are emerging in the hospitality sector that prioritise adaptability and emotional intelligence. Investment in human capital is essential to ensure service quality and long-term employability in a rapidly changing environment.

Refugee Inclusion and EU Employment Measures

The EU is promoting inclusive employment in the tourism sector through measures such as the Temporary Protection Directive, fast-track hiring procedures, language and skills training, and employer incentives. Job-matching platforms and entrepreneurial support are helping refugees integrate into sustainable roles across various areas of the tourism industry.

Practical Tools and Methods

New Tourism Models for Sustainable Employment

To promote sustainable employment in the evolving tourism sector, a multifaceted and inclusive approach has been adopted. A key strategy involves diversifying tourism models by supporting the shift towards local, aid-related, and war-related tourism. These emerging forms create new employment opportunities and align with changing travel trends.

Training for Crisis-Aware and Socially Responsible Tourism

Training programmes are tailored to equip tourism staff with empathy, cultural sensitivity, and knowledge of safety protocols. This ensures that the workforce is prepared to meet the demands of socially responsible and crisis-aware tourism practices.

Flexible Hospitality Strategies

Flexible strategies are encouraged within the hospitality sector, including dynamic pricing, targeted marketing, and alternative formats such as eco-tourism and community-based tourism. These formats bolster the sector’s resilience and contribute to environmental sustainability.

EU Tools for Refugee Integration in Tourism

At the European level, job brokers and employers are encouraged to make use of existing EU frameworks such as the Temporary Protection Directive and pan-European talent pools to facilitate the integration of refugees and migrants into the tourism workforce.

Supporting Refugee Entrepreneurship

Refugee entrepreneurs are supported through start-up assistance, business mentoring, and access to funding instruments. This approach promotes self-employment and innovation, broadening inclusive opportunities within the tourism sector.

Incentives for Inclusive Hiring in Tourism

To encourage inclusive hiring, incentives such as tax relief and wage subsidies are promoted. These measures reward companies that actively invest in cultivating a diverse, inclusive, and sustainable workforce within the tourism industry.

Additional Resources

UNHCR Ukraine

The United Nations High Commissioner for Refugees (UNHCR) collaborates with partners to assist displaced individuals in Ukraine by providing employment coaching, facilitating access to job fairs, and offering business workshops.
https://www.unhcr.org/ua/en/internally-displaced-persons-idp

Ministry of National Unity of Ukraine

https://unity.gov.ua/en/mission-and-tasks-of-the-ministry-of-reintegration/

EmployUkraine

An online platform designed to match Ukrainian refugees and IDPs with job opportunities, facilitating employment connections.
https://employukraine.org/

Right to Protection (R2P)

An independent Ukrainian NGO providing humanitarian aid, legal assistance, and support services to IDPs, including employment-related guidance.
https://hias.org/where/ukraine/

State Agency for Tourism Development of Ukraine (SATD)

The central governmental body responsible for shaping and implementing tourism policy in Ukraine. It collaborates with local communities and businesses to develop tourism infrastructure, promote domestic travel, and create employment opportunities in the sector.
https://www.tourism.gov.ua/en/home

Ukrainian Tourist Guides Association (UTGA)

A non-profit organization uniting professional tourist guides across Ukraine. It offers training programs, workshops, and professional development opportunities to enhance the skills of guides and promote high-quality tourism services.
https://en.uaguides.com/

Raw Travel Ukraine

Raw Travel Ukraine encourages international businesses to hire Ukrainian professionals, including those in the tourism sector, to support economic recovery and provide employment opportunities for displaced individuals.
https://rawtravelukraine.com/

The Vinnytsia Tourism Office

The office provides comprehensive information on local attractions, guided tours, events, accommodations, dining options, and souvenirs. It also offers inclusive services, including barrier-free access and facilities for visitors with reduced mobility.
https://vinnytsia.city/en/

War Tours Ukraine

The Project offers guided tours to locations like Kyiv, Irpin, Bucha, and Kharkiv, showcasing destroyed infrastructure, military equipment, and firsthand accounts from locals. A portion of the proceeds supports the Ukrainian Armed Forces.
https://wartours.in.ua/en/

Visit Ukraine Today – Volunteer Tourism

The initiative that outlines opportunities for foreigners to assist in various capacities, from rebuilding efforts to providing community support, while experiencing Ukrainian culture.
https://visitukraine.today/pl/blog/5584/volunteer-tourism-how-foreigners-can-help-ukraine-while-traveling

Volunteering Ukraine

A comprehensive platform listing volunteer projects across Ukraine, offering guidance on preparation, logistics, and cultural considerations.
https://www.volunteeringukraine.com/en