A BRIEF Q&A WITH ANNA ROMANOVA, EXECUTIVE DIRECTOR OF THE ASSOCIATION OF HOSPITALITY INDUSTRY OF UKRAINE (AHIU)
Anna Romanova is the Executive Director of the Association of Hospitality Industry of Ukraine. She holds a Ph.D. in Economics and is a Professor at Kyiv National Economic University. With a focus on national and regional economic and humanitarian development, she boasts over a decade of experience managing 30+ projects to enhance competitiveness at local and national levels in countries like Ukraine and Moldova. As a recognized expert, she has contributed to multiple USAID projects as a Trainer, Coach, and Consultant. Beyond academia, Ms. Romanova played a role in the Ukrainian Parliament, and authored 50+ scientific publications on tourism development. She also notably led the Analytical Report on Ukraine’s Humanitarian Development in the Sea of Azov region.
Established in 2014, the Association of Hospitality Industry of Ukraine (AHIU) has played a pivotal role in shaping Ukraine’s tourism landscape. Could you please elaborate on the association’s primary mission and its strategies to enhance domestic and inbound tourism, elevate the competitiveness of Ukrainian tourism offerings, and foster collaboration among various stakeholders?
The Association of Hospitality Industry of Ukraine (AHIU), established in 2014, stands as a trailblazing organization that introduced a pioneering approach to Ukrainian tourism. AHIU embarked on a groundbreaking journey, concentrating on promoting outbound tourism and developing the domestic tourism sector. Before AHIU existed, Ukrainian travelers favored vacationing abroad, often opting for destinations like Egypt or Turkey. The implications of this trend were far-reaching, creating a divide where individuals from the Eastern part of Ukraine remained unfamiliar with the warm hospitality characteristic of the Western regions. Unfortunately, Russia’s actions further exacerbated discord among these areas, compounding existing divisions.
In response to these challenges, AHIU set forth a mission to transform the Ukrainian tourism sector into a driving force of the national economy and a crucial tool for national security. Through innovative strategies and collaborative efforts, AHIU is committed to bridging gaps between regions, fostering unity, and showcasing the abundant wonders that Ukraine offers its citizens. By championing domestic tourism, AHIU enhances economic opportunities and contributes to the nation’s overall well-being and cohesiveness.
AHIU brings together a diverse community of over 500 representatives from the Ukrainian tourism sector. Most of our members comprise SMEs, stakeholders from various tourism sectors, local authorities responsible for tourism development, and media members. We affectionately refer to our esteemed members as “Ukrainian Tourism Angels.” This term encapsulates their dedication and commitment to uplifting Ukraine’s tourism landscape, symbolizing their positive impact on the industry and the nation’s future.
Prior to 2022, AHIU partnered with EDGE to initiate various efforts aimed at strengthening tourism ties between Ukraine and Moldova. Could you provide an overview of the key initiatives and activities led by AHIU in conjunction with EDGE, focusing on facilitating the growth of the tourism sectors in both countries?
AHIU acknowledges the pivotal role played by EDGE in empowering the Ukrainian and Moldovan tourism sectors through their collaborative efforts. These projects have unveiled an untapped potential on both sides, opening previously unexplored avenues. For instance, before the onset of the COVID-19 pandemic, the annual influx of arrivals from Moldova to Ukraine exceeded 4 million, with approximately 2 million arrivals from Ukraine into Moldova. Yet, an intriguing challenge emerged — these journeys predominantly involved transiting through Ukrainian or Moldovan territory. This peculiar phenomenon underscored the underutilization of the rich tourism offerings within these neighboring countries.
Thanks to EDGE, a transformative change was initiated. AHIU, with our Moldovan partners ANTRIM, spearheaded the creation of a joint Ukrainian-Moldovan tourism cluster, effectively addressing this challenge. The project introduced representatives from both nations to collaborative tourism and equipped them with the necessary tools to propel their tourism ideas into reality. This collaboration led to the development of ten shared tourism products tailored to captivate the target audience’s interest.
Through this concerted effort, AHIU, with assistance from EDGE and partnership with ANTRIM, has successfully transformed the tourism landscape for Ukraine and Moldova. This collaboration has unlocked many possibilities by fostering cross-border cooperation, creating innovative tourism products, and showcasing these offerings to eager travelers. These endeavors underscore the significant positive impact of international partnerships in reshaping tourism and promoting cultural exchange between neighboring nations.
In the context of executing the grant provided by EDGE for creating an online course focused on establishing a DMO bridging Ukraine and Moldova, could you elaborate further on the key components and goals? Furthermore, could you shed light on how the idea to establish this course and the DMO initiative was conceived and how it’s expected to significantly enhance the progress of tourism in both countries?
Creating a specialized study online course on successful DMO administration as a potent tool for tourism development sprang forth after an enlightening study visit to Georgia, supported by EDGE. Witnessing the remarkable pace of recovery in Georgia’s territories following Russian aggression left an indelible impression. A crucial aspect of this revival was the pivotal role of DMOs in restoring tourism vigor to these areas. This observation served as a poignant reminder that fostering efficient DMOs could also be key to rejuvenating tourism sectors in other regions.
The vibrancy of Georgia’s recovery acted as an inspirational beacon for AHIU. Recognizing the transformative potential of DMOs in both Ukrainian and Moldovan contexts, the idea of a comprehensive study course took shape. The aim was clear: to educate and equip Ukrainian and Moldovan tourism sector members with the necessary skills to establish and effectively manage DMOs. This educational initiative, born from the observation of Georgia’s success story, symbolizes AHIU’s dedication to empowering its members with the tools needed to navigate challenges, stimulate tourism growth, and contribute to the overall economic well-being of their respective nations.
Through this initiative, AHIU underscores its commitment to cultivating resilient and efficient tourism management strategies, drawing inspiration from successful models and tailoring them to suit the unique needs of the Ukrainian and Moldovan contexts.
The Russian war in Ukraine has undoubtedly impacted various aspects of the country, including the tourism industry. How has AHIU adapted its strategies and initiatives in the face of these challenges? Could you elaborate on any specific measures taken to ensure the resilience and recovery of the Ukrainian tourism sector during these difficult times?
The Russian war in Ukraine has undoubtedly impacted various aspects of the country, including the tourism industry. In response to these challenges, AHIU has implemented adaptive strategies to ensure the resilience and recovery of the Ukrainian tourism sector. Beyond immediate recovery efforts, AHIU has committed to contributing to the well-being of those affected by the conflict. One significant initiative involves providing support to Ukrainian veterans returning from the frontline. AHIU is dedicated to equipping these veterans with the necessary skills and knowledge to start their own businesses within the tourism sector. By nurturing entrepreneurship among veterans, AHIU empowers individuals and contributes to revitalizing the hospitality industry.
Furthermore, AHIU is forging collaborations with international donor organizations, including USAID, national governments, and Ukrainian hotels, to establish rehabilitation centers at stunning recreation locations for veterans and other victims of the war. This innovative approach serves a dual purpose. On the one hand, it offers critical assistance to veterans and individuals dealing with post-traumatic stress disorder (PTSD), aiding in their recovery and reintegration into society. On the other hand, it extends support to the hospitality sector, which has been adversely affected by the ongoing challenges. These rehabilitation centers, strategically located at breathtaking destinations, offer a unique opportunity for healing and growth while simultaneously driving economic activity in the hospitality industry.
Through these initiatives, AHIU is showcasing a profound commitment to addressing the aftermath of the conflict by fostering entrepreneurship, aiding recovery, and supporting the broader hospitality sector. These efforts contribute to the long-term development of Ukraine’s tourism landscape and underscore the organization’s dedication to creating positive change for individuals and communities affected by the war.
Given the geopolitical situation in the region and the potential concerns travelers might have, how does AHIU envision promoting Ukraine as a safe and attractive destination for tourists? Are there any unique campaigns or collaborative efforts planned to address perceptions related to safety and encourage tourism in spite of the ongoing events?
In light of the current situation, AHIU acknowledges the seriousness of the circumstances and refrains from actively promoting travel to Ukraine. It is essential to uphold responsibility and honesty towards our guests. The ongoing conflict has resulted in dangerous conditions, making it inappropriate to encourage tourism while the safety of visitors cannot be assured. The Russian attacks continue to impact territories across Ukraine daily, leading to the widespread destruction of tourist sites, cultural landmarks, and hotels. This grim reality underscores the urgency of addressing the crisis and supporting affected communities.
AHIU is actively communicating the situation’s reality to international institutes and organizations. By raising awareness about the ongoing conflict and its devastating consequences, AHIU aims to garner international support for Ukraine during this challenging period. Simultaneously, AHIU is dedicated to maintaining connections with its members who have suffered losses in the tourism sector due to the war. Providing assistance and guidance, AHIU aids these members in collecting and presenting evidence of Russian crimes to the International Courts for Human Rights. This effort underscores AHIU’s commitment to seeking justice and accountability amidst the challenging circumstances.
In parallel, AHIU is also working diligently on strategies for the rapid recovery of the hospitality industry once the situation stabilizes. While current circumstances prevent the active promotion of travel, AHIU remains forward-looking and focused on future initiatives that will contribute to the swift restoration of the hospitality sector. These efforts reflect AHIU’s resilience and determination to navigate through these tough times and emerge stronger, with an unwavering commitment to the well-being of the Ukrainian people and the recovery of the tourism industry.
