DEVELOPMENT OF RURAL TOURISM IN POST-WAR UKRAINE: A REGENERATIVE APPROACH

Abstract

Problem statement. The present circumstances in the Ukrainian countryside are not merely a crisis; rather, they constitute a full-scale systemic destruction that is affecting many aspects of life. The war has had a profoundly detrimental impact, encompassing both the physical destruction of homes and environmental disaster. The topography is characterised by the presence of fertile soils that have been contaminated by heavy metals, in addition to extensive areas that have been mined. This study concludes that the traditional concept of "sustainable development", which has dominated academia for decades, is now fragile and potentially irrelevant to current reality. In the context of ecosystems being virtually destroyed and communities being displaced due to a loss of identity and livelihood, the passive do no harm tactic is inadequate. It is almost impossible to maintain stability within the constructs of foundational obliteration. The imperative in Ukraine transcends mere conservation or preservation of remnants; the nation requires radical and proactive restoration capable of revitalising desolate regions through the creation of new economic meanings. Objective. This research project aims to fundamentally rethink rural tourism and establish a new theoretical framework adapted to war-torn and post-war regions. The study aims to demonstrate that, rather than being just a service sector for quick profit, tourism can serve as a powerful lever for a complete reboot of territories. The goal is to present a model in which each visitor's presence contributes to the physical restoration of the local area, restores a sense of perspective, dignity and pride to the community and transforms the land into a place of power. Methodology. To ensure that this vision extends beyond theoretical reflection, the method of conceptual modelling was employed. This enabled advanced global approaches, such as Pollock’s regeneration, the concept of community resilience and the Farm to Fork principles of the European Green Deal, to be integrated with today’s harsh realities. The study provides a detailed analysis of the influence of visitor-local interactions on ecological health, social cohesion and economic self-sufficiency, charting a clear, logical path from depression to active renewal through regenerative practices. Results. This article presents the inaugural three-tier model for the development of regenerative rural tourism in Ukraine. At the ecological level, the model proposes involving tourists in authentic landscape restoration activities, ranging from regenerative farming practices to establishing local micro-reserves. At the social level, tourism is transformed into a tool for collective healing and community building through shared creative activities and therapeutic programmes. At an economic level, the model focuses on establishing autonomous local systems, such as co-operatives and joint craft brands ("Made in Village N"), as well as creating stable, non-seasonal jobs. The main conclusion is that this approach fosters resilience. This enables a village to not only survive shock, but also to emerge stronger, using former damage as the foundation for new, fundamental development.