Tapping Ukraine’s Tourism Resource

By Chris Canfield

On Ukraine's image in the United States:

Lately, I have seen numerous advertisements inviting Americans to visit Vietnam, Croatia, Romania and even Georgia, but I can't recall seeing a tourism advertisement for Ukraine.  It seems that many countries have realized that tourism can generate instant revenue and that tourism is fast becoming part of a diversified economy for emerging countries.  I would love to see Ukraine jump into this arena and compete, especially with the tourism assets the country has, from its rich culture, outdoor amenities and the hospitality of its people.

Let's look at how Americans perceive Ukraine - using lunchroom research and scientific research. 
In the lunchroom at my office, I asked my staff if anyone was considering a vacation to Ukraine.  I knew that they heard me, but the silence was similar to if I asked the men whether they had cried while watching Michael Jackson's funeral.  There was dead silence.  When I asked the group what they knew about Ukraine; there was more silence, until finally one brave soul asked:  Isn't that where the bad guy from the Die-Hard movie was from?
Ugh.   So much for the world being flat…

Outside my corporate lunchroom, the prospects looked much better. In a recent survey conducted by the Virginia Tourism Corporation, 4% of our target audience has been to Eastern Europe in the past 3 years and 5% want to go in the next 3 years.  Compare that to the numbers for Western Europe which are just a little more than double.
As marketers, we are taught to subscribe to the "hierarchy of effects" model, which walks us through phases beginning with awareness or knowledge to preference to ultimate purchase.   I do believe in this hierarchy; however technology has greatly changed the "awareness" factor as the Internet has made it so much easier to learn about new cultures and destinations.
When I was growing up, if I wanted to learn about Ukraine, I would have to read a copy-heavy World Book encyclopedia volume that smelled like my grandmothers shoes.  Today, technology allows us to learn about new customs and cultures in a dynamic interactive way that inspires us to learn more.
So while Ukraine might have a challenge on the knowledge front, we are living in times where it has never been easier to communicate with one and another.

On people's impressions of Ukraine as a tourist destination:

There is tremendous opportunity here, since Ukraine is young as an independent country.  For many Americans, I am guessing they associate Ukraine with breaking away from Soviet Union and the knowledge may end there.  Others may know more about the rich culture or the Orange Revolution.  But to say that Ukraine is at the top-of-mind as an international tourism destination might be a stretch. 
I truly believe the product is there.  The trick will be if the policy is there to host international visitors whom place a high value on the "experience".  While one aspect of tourism is marketing, or "inviting people to the party", the more important part is to make sure they have a fantastic experience once they are in the country.  Is the transportation system ready for tourists?  What about healthcare, infrastructure, and roads?   All of these components have an effect on the tourists' experience.  

The World Economic Forum produces the Travel & Tourism Competitive Index, which rates the attractiveness of countries' tourism environment.  The 2009 ranking listed Switzerland, Austria and Germany as the top three countries that provide the best environment for tourists.  The United States ranked eighth.  Ukraine came in 77th out of 133 countries listed.   I do not say this in any negative manner - just the opposite.  If Ukraine is serious about making tourism a significant part of its economy, the government should look at the countries leading the list to see how they address the factors that affect tourists.
Ukraine has so much potential as a tourism product that it should definitely jump into the international/U.S. arena.  My impression, from very limited knowledge of Ukraine, is a very favorable one.  The more I learn about Ukraine, the more I want to visit. 

On how to get started:

Look at the messages presently in the marketplace that are promoting Ukraine.   As marketers we are taught to position your best message to the best prospects.  Marketing efforts must connect with the audience - don't inform or educate me -  connect with me using such a strong message that I am picking Ukraine over Western Europe destinations.

My Internet search engine identified www.ukraine.org/tourism.html as the top site.  The website tended to be copy-heavy and informational, but lacked the sizzle needed to compete with other destinations.  It was not a fair representation of the beauty of Ukraine.  The second site, www.ukraine.com, looked more like a traditional tourism site, but navigating it was a little hard for newcomers in search of the best places to go.  Both sites should add more photographs: The country is beautiful and has so much to offer.  Show it off.  When I click 'castles', I want to see dynamic photographs of castles that will take my breath away and inspire me to learn more and ultimately plan a visit - not a Google map with a peg on the city where it is located.
The third site my search turned up was Trip Advisor (www.tripadvisor.com).  This site has become a great resource for tourists looking to read unbiased reviews about a country from fellow travelers.  It is always good advice to know what visitors are saying about your country, as well as to compare experiences with your competitors. 

Interestingly though, the site that sold me the most on wanting to visit Ukraine was from a friend's Facebook page, which included photos of the country.  Never underestimate the power of social media in helping to sell a destination.

Make Ukraine relevant.  Make Ukraine vibrant.  Make Ukraine connect.
My personal interests include wine, music, new cultures and meeting friendly people.  After my research on Ukraine, I have learned that I want to tell jokes with a Ukrainian tamada while shouting "Budmo!"  It would be fun to try horilka, and if I consume enough of it I might actually sing, or even try to play the bandura on the beaches of the Black Sea!

Does Ukraine have the potential to attract tourists?  Let's just say that I think I have added a new stop to my Romania/Bulgaria trip next year - cheers!