Abstract:
The article analyzes the current state, transformational processes, and development prospects of military tourism in Ukraine amid the full-scale war. Particular attention is paid to changes in the tourism industry in frontline regions that have suffered significant destruction due to hostilities and temporary occupation. Military tourism is considered a form of memorialization, a tool of public diplomacy, and a mechanism for local development. The study aims to identify the factors influencing the growth of military tourism, assess the readiness of local communities to host tourist groups, and examine the practices of tourism companies operating in de-occupied territories. Qualitative and quantitative research methods were applied: semi-structured interviews, regional sample observation, content analysis of open-ended responses, and statistical data analysis using IBM SPSS Statistics 21. The survey results of two respondent groups (local population and tourism business representatives) indicate the multifaceted perception of military tourism. On the one hand, it is associated with the opportunity to preserve the memory of wartime events, promote patriotic education, and stimulate economic revitalization. On the other hand, it raises concerns about the ethical boundaries of such activities, safety issues, and the privacy of those affected. The article also incorporates international experience and demonstrates how war-related tours shape a new interaction model between memory, business, and communities. Thus, military tourism in Ukraine is acquiring the features of an integrated socio-cultural practice that combines knowledge, empathy, commemoration, and economic support for affected communities
