Tourism branding of post-conflict territories: From the image of war to the image of recovery and peace

DOI: https://doi.org/10.26565/2310-9513-2026-23-14
Keywords: tourism branding, post-conflict territories, tourism image, post-war recovery, peacebuilding, destination branding, soft power, storytelling, sustainable tourism, Ukraine

Abstract

The article analyzes tourism branding of post-conflict territories, with particular emphasis on Ukraine as a contemporary post-conflict state undergoing recovery after a large-scale armed conflict. The aim of the article is to study the role of tourism branding in the process of reinterpreting and transforming the image of post-conflict territories, as well as to determine its significance for economic recovery and peacebuilding. The study substantiates the relevance of forming a new tourism image of territories capable of transforming the negative image of war into a positive narrative of recovery, resilience, and peace, and defines tourism as a tool of economic, social, and cultural recovery. Special attention is paid to the impact of war on the formation of international image, the problems of stigmatization of post-conflict regions, tourism risks and perception barriers, as well as the conflict between collective memory of war and the needs of sustainable tourism development. Based on the analysis of international experience and the current state of Ukraine’s tourism image, the study identifies key challenges and risks of post-war branding, including the restoration of tourism infrastructure, ensuring tourist safety, resilience of local communities, and overcoming negative stereotypes. Practical communication tools of tourism branding are outlined, including digital platforms, social media, visual symbols, festivals, as well as cooperation with international organizations and media to enhance trust and international recognition. The conclusions emphasize that tourism branding of post-conflict territories performs not only an economic but also a peacebuilding function, contributing to social integration, cultural recovery, and international solidarity. Practical recommendations are proposed for public authorities and tourism organizations regarding strategic branding planning, the use of digital communications, and engagement of local communities. The study also identifies prospects for further research in post-war tourism branding and its impact on the international perception of territories.

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Published
2026-05-30
Cited
How to Cite
Olena Yevtushenko. (2026). Tourism branding of post-conflict territories: From the image of war to the image of recovery and peace. The Journal of V. N. Karazin Kharkiv National University. Series: International Relations. Economics. Country Studies. Tourism, (23), 172-183. https://doi.org/10.26565/2310-9513-2026-23-14
Issue
No. 23 (2026): The Journal of V. N. Karazin Kharkiv National University Series «International Relations. Economics. Country Studies. Tourism»
Section
Tourism and hospitality research

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