Оleh Karyy

  Uliana Balyk

  Nataliia Kara


In conditions of the deep crisis caused by the COVID-19 pandemic, there is an urgent need to find effective ways to reboot the tourism industry. Territorial branding as a tourism marketing tool is one of such ways. Therefore, the purpose of this article is to compare the features of tourism branding in Ukraine and Poland, taking into account the impact of the COVID-19 pandemic on the tourism industry and consumer behavior. The study is grounded on the use of general and specific methods based on a systematic approach to the study of tourism branding opportunities in Ukraine and Poland before and during the COVID-19 pandemic: analysis and synthesis – used to compare the competitiveness of tourism, brand, development status and trends in the tourism industry of countries; deduction and induction – used to describe the impact of the COVID-19 pandemic on tourism development and outline the problems of competitiveness of countries' tourism; abstraction and generalization – used to provide recommendations on how to improve countries' tourism branding. The article revealed that tourism plays a significant role in the economy of Ukraine and Poland and is closely linked with other industries. A comparison of the weaknesses and strengths of the countries’ tourism competitiveness made it possible to identify basic components that need to be improved. It was found that Ukraine and Poland are in constant search of optimal tourist brands. The authors investigated the specifics and retrospective development of tourist brands by government bodies in both countries. The concept of the latest versions of the tourist brand is to show Ukraine as an open, modern country where all the most interesting things are happening right now (Ukraine NOW), and Poland as a country that can expand the imagination of visitors (Poland. Move your imagination). Based on a comparison of various international rankings levels of tourist brands of these countries, it was found that Poland has a much better performance than Ukraine. In addition, the authors thoroughly investigated the effects of the COVID-19 pandemic on tourism development in both countries and changes in tourism consumer behavior. The article offers recommendations for improving the tourism brands of countries, taking into account the new epidemiological conditions.

How to Cite

KaryyО., Balyk, U., & Kara, N. (2021). TOURISM TERRITORIAL BRANDING IN THE CONDITIONS OF THE COVID-19 PANDEMIC (ON THE EXAMPLE OF UKRAINE AND POLAND). Baltic Journal of Economic Studies, 7(4), 91-100.
Article views: 75 | PDF Downloads: 31



tourism brand, competitiveness, COVID-19 pandemic, consumer behavior


Anholt, S. (2010). Definitions of place branding – Working towards a resolution. Place Brand Public Dipl, 6, 1–10. DOI:

Aronczyk, M. (2008). Living the Brand”: Nationality, Globality and the Identity Strategies of Nation Branding Consultants. International Journal of Communication, 2, 43, 54.

Bauer, R. A. (1967). Consumer Behavior as Risk Taking. Risk Taking & Information Handling in Consumer Behavior, Graduate School of Business Administration, Harvard University, Boston, 23–33.

Bloom_Consulting (2021). Country Brand Ranking Tourism edition 2019/2020 Available at:

Bondarenko, Yu., & Romanіuk, E. (2021). State and prospects of tourism development during the pandemic. SEMI, 5(1), 132–143. DOI:

Decentralization (2021). Case study. Brand and marketing territories. What is the secret of the most successful cities in Ukraine. Available at:

Future brand (2021). Future Brand Country Index 2019. Available at:

Google Play App (2021). Available at:

Gössling, S., Scott, D., & Hall, C. M. (2021). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, 29:1, 1–20. DOI:

Kotler, P., Haider, D. & Rein, I., (1993). Marketing Places: Attracting Investment, Industry and Tourism to Cities, States and Nations. New York: The Free Press

Letunovska, N., & Lyulyov, O. (2020). Marketing in tourism. Sumy: Sumy State University.

Matiza, T., (2020). Post-COVID-19 crisis travel behaviour: towards mitigating the effects of perceived risk. Journal of Tourism Futures, Vol. ahead-of-print No. ahead-of-print. DOI:

Nikolaichuk, O. (2020). Tourist branding policy for promoting national tourist products: central East European countries experience. Galician economik journal, 2 (63). DOI:

Novelli, M., Milano, C., & Cheer, J., (2018). Overtourism a growing global problem. The conversation. Available at:

Prokopenko, O., & Omelyanenko, V. (2020). Intellectualization of the Phased Assessment and Use of the Potential for Internationalizing the Activity of Clusters of Cultural and Creative Industries of the Baltic Sea Regions. TEM Journal, 9(3), 1068–1075. DOI:

State Agency for Tourism Development of Ukraine (2021). Available at:

Statistic Poland (2021). Statistical yearbook of the republic of poland 2020 Available at:,2,22.html

The Polish Tourism Organisation (2021). Available at:

The State Statistics Service of Ukraine (2021). Statistics. Available at:

The United Nations (2020). It is imperative that we rebuild the tourism sector. Available at:

The World Bank (2020). Annual report 2020. Available at:

The World Travel & Tourism Council (2021), Economic Impact Reports. Available at:

Tkach, S. (2013). Evaluation of level of internal investment risk in region , Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu, 2, 115–121.

Van Ham. P. (2001). The Rise of the Brand State: The Postmodern Politics of Image and Reputation. Foreign Affairs, 37–52. (2014). Ukraine tourist brandbook Available at:

Wen, J., Kozak, M., Yang, S., & Liu, F. (2021). COVID-19: potential effects on Chinese citizens’ lifestyle and travel. Tourism Review. Vol. ahead-of-print No. ahead-of-print. DOI:

World Economic Forum (2019). The Travel & Tourism Competitiveness Report 2019 Travel and Tourism at a Tipping Point. Available at:

World Tourism Organization (2021). Covid-19 and tourism 2020. Available at:

Zenker, S., & Braun, E. (2017). Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management. Journal of Place Management and Development, 10(3), 270–287. DOI: