When details for my Ukraine trip were finalized , I knew it would be a difficult story to pitch. Weeks before I boarded the plane, I began contacting newspapers and travel magazines, providing them with my itinerary and suggestions for stories. I truly believed in my heart that this trip would not just be a fantastic experience, but also an eye opening one for the world. In researching western Ukraine and speaking with my Ukrainian contacts, I was learning more and more about Ukraine and what the country offers the world.
I emailed over 20 newspapers and magazines to test their interest in a Ukrainian travel piece. I explained I was going to tell a story that hadn’t been told. No Americans were traveling to Ukraine. I would be the first since the start of the war to write about snowboarding, culture, excursions, resorts, medical spas, food, etc. The Lviv Oblast region was sponsoring my trip, so I wasn’t asking for expenses to be covered. And once I arrived home, I was so moved to tell Ukraine’s story that I offered my writing services for free. Therefore, newspapers and magazines would receive a story about traveling to Ukraine without paying a dime.
At the start of the war, I had no connection to Ukraine. I do not have any Ukrainian blood, nor do I have any Ukrainian family. I have two Ukrainian friends, but that was the extent of my Ukrainian connection. Still, my heart broke for Ukraine. I ate up all the news’ stories about Russia’s invasion into the east. New heroes emerged like President Volodymyr Zelenskyy and former boxing champion turned mayor Vitali Klitschko. And Putin became not just the enemy of the United States and Ukraine, but the world’s villain.
Images and videos of fathers saying, “goodbye” while boarding trains touched my deepest humanity. Scenes of bombed-out buildings seared into my brain. Photos of young children clutching their stuffed animals moved me to want to do something; anything. Since I’m not rich, I did not know what I could do to help the plight of the Ukrainians. Then, I met Taras from Lviv Oblast’s tourism department and Sasha from the Rebuild Ukraine Foundation at the New York International Travel Show. Visiting and writing about Ukraine wasn’t just an opportunity to tell a travel story, it was calling. In the Christian faith, there is a term called the “calling.” It’s when people believed they are “called” to share the Gospel, become a missionary, or other aspect of proselytizing. My calling was to help build tourism in Ukraine.
The time came and Joshua Brandenburg (photographer) and I were off to tour Western Ukraine. It wasn’t easy to get there. We flew from New York City to Zurich, Switzerland, and had a short layover. From Zurich, we flew to Krakow. At the Krakow airport, we took one train to another. After exiting the last train, we grabbed a taxi at that train station and drove close to the border. At the border, we had to walk along a barbedwire led pathway from Poland into Ukraine. A mixture of rain and snow pelted us in the face, and our boots sloshed along the stoned walkway. After going through customs, we were in Ukraine where Taras was waiting for us in a car. Thus began our trip of a lifetime.
“Trip of a lifetime” is tossed around a lot. We use it to express how great a trip or vacation can be. My excursion into Ukraine was definitely a trip of a lifetime. During our 10 days in Ukraine, we visited museums and the opera. We ate the finest cuisine and toasted one another before each dish. We went snowboarding in the Carpathian Mountains. Stops were made in places like Truskavets, where mineral water aids in healing the body and their medical spas treat ailments and beautifies. Cultural immersion experiences were held in the Hutsuls’ areas of the Carpathians, where we also went horseback riding and toured towns and villages. We visited banyas and had amazing spa experiences. Every day was an adventure.
Even with all the fun and exciting excursions, when people ask me what my favorite thing was, I always say, “meeting the people.” Ukrainians are hospitable and friendly. It’s unlike any place I’ve traveled. Repeatedly, if a Ukrainian would hear Joshua and I speaking to one another, people wanted to talk to us. It happened everywhere. That was why I was in Ukraine. To tell their story.
During the trip, I met with one governor and three mayors. They all shared the difficulties of their job. Leading people during this time has taken its toll. In the west, refugees from the east have made their way and mayors and governors found creative ways to house and help those forced to live among them. Budgets had to be cut in order to pay for the Russian invasion. And everyone in the country has had to pitch in. Restaurant workers at Stara Pravda, combine their pay to cover costs of drones. At the resort, Vezha Vedmezha, we met the owner’s son, who taught himself how to fix drones and other technology and hands over his hard work to the military. Everyone does their part.
Yet, despite the hardships of the country, people find joy in daily life. We went to nightclubs in Lviv, where people were celebrating, dancing, and drinking. In museums, people were stopping to appreciate art. At the Lviv Opera, a packed house applauded and sang along. Putin’s immoral attacks on Ukraine have not stopped Ukrainians from enjoying life, even though lives are taken daily. After all, the freedom to do those things is why they are fighting.
Tourists looking to make their vacations meaningful will help support local Ukrainian communities. Tourism can help provide economic support. By visiting Ukraine, travelers can directly contribute to the livelihoods of individuals and businesses struggling under the challenging circumstances.
A historical moment is occurring in Ukraine. Ukraine is having a pivotal moment in European history. The outcome of the war directly affects every European country. The impact will also go beyond the ocean and affect the United States. I know there are history lovers that would enjoy experiencing history unfold. That too can be safely accomplished in Western Ukraine.
If a tourist is afraid and doesn’t want to travel to Ukraine, I completely understand. The trip isn’t for everyone. Someday, it will be, but maybe not for everyone now. Even though I felt completely safe in Lviv and the surrounding towns, there was always a threat. Sirens played daily and on one occasion, Joshua, Sasha, and I had to sit out a morning in the hotel’s basement. But for those that are interested in having a great adventure and a unique time, Ukraine IS for you.
Unfortunately, those travel stories are not being told to a mass audience.
What frustrates me about the lack of coverage of my trip is newspapers and magazines are not showing any interest in a complete Ukrainian picture. However, they have no problems sharing photos of devastation and people crying. Yes, that is a story, but it’s not the whole Ukraine story. This week, another Russian attack killed innocent civilians and destroyed homes and factories. Those images were across social media and the stories were plastered across every news outlet. And they should be, but there’s more to Ukraine. And it is an injustice to the country not to share the prosperity, Ukrainian endurance and way of life.
It was important for me to see both sides while in Ukraine. Besides the amazing food and drinks and the fun things, I wanted to see the other side of life. In Kanienets-Podilskyi, I visited a school for displaced children and leaned how the school not only helps the physical needs but also emotional needs. In Lviv, I toured a place where refugees live inside homes resembled shipping containers. As a journalist, it’s important to see all sides of life. I would expect other journalists and newspapers to believe the same. Both sides are important. Both sides are a reality. Both sides need to be told.
If I could, I would book another trip to Ukraine during the summer without hesitation. I’m always looking for exciting things to do and fresh stories to tell. Ukraine is a story. A good story. A story about overcoming immense odds. A story about a country coming together. A story about finding joy in everyday life. A story about kindness and hospitality. A story that needs to be told and not just by me. It’s a story that major media outlets and everyday Americans who look for adventures should share. Ukraine deserves to have a complete story told. I hope it’s shared soon.
And maybe, if Congress can get their act together, they’ll continue to support Ukraine. Because if they don’t, history shows us that the Ukrainian story will be silent and Putin’s war of aggression will not stop with Ukraine.
Our Ukrainian host with the Lviv governmentorganized our trip to show that Ukraine is open for tourism. We felt completely safe throughout our time in the Lviv Oblast region. We had many sumptuous meals and were entertained throughout our time. (Follow Lviv’s tourism Instagram and Facebook accounts for more information)
Our American/Ukrainian contact, Sasha Vosk, was born in Ukraine and looks to help build Ukraine through tourism. He founded the organization, Rebuild Ukraine Foundation, to help build up the Ukrainian economy and help inform the world of all that Ukraine offers. One doesn’t need to wait till the end of the war to visit the country. It’s ready for tourists now.
I also visited Ukraine with Joshua Brandenburg, a photographer from New York City. You can visit his website here and follow him on Instagram here.
Hear are more stories abour our time in Ukraine:
Where is God During War: A conversation with a Ukrainian Priest
15 Reasons to Visit Western Ukraine Now
Defeating Darkness with Art: Touring Park 3020
Getting Naked in Ukraine
Rebuilding Ukraine by Rebuilding Children’s Lives: My interview with the staff of SOS
Emily Resort and Spa in Lviv, Ukraine is a Luxury Paradise with Family-Friendly Activities
Visiting Ukraine During the War
Representing America in the Back of a Taxi in Ukraine
Promoting Tourism in Ukraine During the War
Visiting Ukraine During the War
Snowboarding in Ukraine
Tips for Americans Visiting Ukraine
Visiting Truskavets’ Healing Springs and Spas
Horseback Riding in the Carpathian Mountains
Visiting Kamianets-Podilkskyi: Remembering the Past and Building to a Better Future
The Show Must Go On: The Lviv Opera House is Open Despite the War
Traditional Ukrainian Drink Uzvar Recipe
Kyiv Mule Cocktail Recipe
Thanks for this enlightening article, Jason. What you are writing is and will be part of history.
Loved the perspective on Ukraine’s resilience through tourism. Amid the conflict, the recent agreement to release 1,000 captured soldiers offers a rare moment of hope.