Julia Simpson, President and CEO of the World Travel and Tourism Council (WTTC), visited Lviv, Ukraine, to participate in the second Ukraine National Tourism Forum. During her visit, Julia joined regional leaders in the opening session to delve into Ukraine’s integration into the European tourism space.

Simpson expressed her surprise and admiration for the focus on tourism in a country in conflict: "Last week I was in Lviv, Ukraine, at the second Ukraine National Tourism Forum. It may seem strange that a country at war is discussing tourism, but many of our members are still operating businesses."

During her stay, Julia also met with members of Accor, part of the WTTC, to witness firsthand the resilience and importance of the hospitality sector during wartime. "At Accor’s Ibis hotels, I met Ulyana Melnyk and Rostyslav Danyleiko, who are doing an exceptional job providing hospitality to Ukrainians and the few international visitors," Simpson commented.

Lviv, located in western Ukraine, has suffered missile attacks, although it is far from the eastern front. Tourism Minister Mariana Oleskiv demonstrated brave leadership by inviting tourism leaders, including Istvan Ujhelyi from the European Parliament, to discuss investment and post-war recovery.

"Despite the trauma of war, life goes on with great pride in Ukrainian culture and gastronomy," highlighted Simpson. "Renowned chef Ievgen Klopotenko has restaurants across Ukraine, has published a globally acclaimed book, and provides food to soldiers."

Julia Simpson also paid tribute to other notable contributors at the forum: "I would like to pay tribute to the contributing colleagues: Yevheniia Kravchuk, Vice Chair of the Committee on Humanitarian and Information Policy and Chair of the Subcommittee on Information Policy and European Integration; Dmytro Nalotov, Member of the Parliament of Ukraine and Chair of the Subcommittee on Tourism and Resorts; Istvan Ujhelyi, Member of the European Parliament; Marcus Luthe, President of the Hotel Stars Union; as well as Yuliia Zghurska from the Kharkiv City Administration."

Julia Simpson’s visit to Lviv underscores the importance of tourism and hospitality as resilient and fundamental sectors for Ukraine’s economic and cultural recovery, even in times of conflict.