Destination Management in Active Conflict Areas: Governing Tourism in Ukraine

War tourism has progressively assumed a significant role in the destination management of territories previously affected by armed conflict. In the contemporary geopolitical scenario, however, digital communication and global interconnectivity enable the promotion of war-affected territories even before the formal conclusion of hostilities. This short paper examines how tourist destinations can be strategically managed during an active war, focusing on the Ukrainian context as an emblematic case of resilience and adaptive governance in conditions of instability. The research is based on the analysis of six semi-structured interviews conducted with four experts and representatives of two specialized organisations operating in Ukraine. The empirical material was examined through inductive thematic analysis, allowing for a systematic interpretation of the qualitative findings. According to the perspectives gathered from the interviewed stakeholders, war tourism activities may be developed in territories previously impacted by armed conflict, and potentially even within the context of ongoing hostilities. The findings indicate that war tourism in this context is supported primarily as a narrative and governance instrument aimed at communicating the reality of the conflict internationally, while demand and supply patterns incorporate sustainability-oriented dimensions, including community-based engagement and solidarity-driven travel.