SPA and Wellness Tourism in Ukraine: Problems and Development Prospects

The article examines the current state and development prospects of SPA and wellness tourism in Ukraine under contemporary socio-economic transformations and the conditions of martial law. The conceptual foundations of health-oriented tourism are analyzed, with particular attention to the differentiation between SPA tourism, aimed at treatment, rehabilitation, and physical correction, and wellness tourism, which focuses on disease prevention, maintaining overall health, and achieving physical and psychological balance. The study highlights Ukraine’s significant natural and recreational potential, including favorable climatic conditions, mineral waters, therapeutic muds, forested areas, and coastal and mountainous landscapes, which form a solid basis for the development of competitive SPA and wellness destinations. The paper identifies key challenges hindering the effective development of the sector, such as the deterioration of material and technical infrastructure, insufficient regulatory and institutional support, a shortage of qualified personnel, limited investment attractiveness, and inadequate marketing and promotion of domestic tourist destinations. Special emphasis is placed on the growing importance of internal SPA and wellness tourism during wartime, driven by increased demand for physical recovery, psychological rehabilitation, stress reduction, and emotional stabilization. In this context, health-oriented tourism is considered an important tool for improving population well-being and supporting social resilience. The article substantiates priority directions for the further development of SPA and wellness tourism in Ukraine, including the modernization of resort infrastructure, the introduction of international quality standards, diversification of wellness services, strengthening public-private partnerships, and active integration of European best practices. The findings demonstrate that systematic state support and strategic management of the sector can enhance its competitiveness, contribute to regional socio-economic development, and ensure sustainable growth of SPA and wellness tourism in Ukraine.