Holiday Camps for Ukrainian Children in Europe – ECTAA

The Holiday Camps for Ukrainian Children in Europe initiative is a pan-European humanitarian project led by the ECTAA - European Travel Agents' and Tour Operators' Association. Launched following a Board decision in November 2024 and implemented throughout 2025, the initiative aimed to provide Ukrainian children affected by war with a safe, restorative environment through organised holiday camps across Europe. 

Building on a successful pilot organised in Sweden in 2024, the project scaled into a coordinated European effort involving multiple national associations, industry partners, and NGOs. It aligns with ECTAA’s mission to mobilise the travel sector in a responsible, ethical, and socially engaged manner, demonstrating the sector’s capacity to deliver meaningful humanitarian impact. 

Concept and Format 

The initiative centred on organising five holiday camps across Europe, offering children aged 8–17 a balanced programme combining: 

• Cultural and educational activities (guided tours, museums, workshops)  

• Nature and outdoor experiences (national parks, seaside visits, safari parks)  

• Leisure and recreational activities (water parks, sports, amusement parks)  

• Social experiences (group meals, cinema outings, time with local hosts)  

Children were selected through a trusted Ukrainian NGO to ensure that those most affected by the conflict could participate. The camps aimed to restore a sense of normality, safety, and joy while enabling social interaction and cultural discovery. 

Implementation and Resources 

• Timeline: November 2024 – October 2025  

• Camps delivered: 5 (June, July, October 2025)  

• Countries involved: Belgium, Croatia, Denmark, Latvia, Poland, Sweden  

• Staff involved: 8 core staff + volunteers  

Key stakeholders included ECTAA, six national member associations, the Association of Incoming Tour Operators of Ukraine (AITO), local NGO AZOF, industry partners, and the New Hope Travel Industry Children’s Fund. 

Impact and Outcomes 

The initiative delivered both strong quantitative results and profound qualitative impact: 

• 216 Ukrainian children and accompanying adults supported  

• 5 holiday camps across 6 European countries  

• Significant in-kind contributions from hotels, transport providers, and tourism operators  

• 400% scale-up compared to the 2024 pilot (from 1 to 5 camps)  

Beyond metrics, the camps provided children with a rare opportunity to escape the realities of war, experience safety, and rebuild social connections. Activities enabled learning, cultural exposure, and emotional relief in a supportive environment. 

The initiative also had a strong internal impact, increasing motivation, pride, and cohesion among participating organisations, staff, and volunteers, while strengthening collaboration across the European travel industry. 

KPIs Used to Measure Success 

• Number of beneficiaries (children and accompanying persons)  

• Number of camps delivered and countries involved  

• Scale-up compared to pilot phase  

• Volume of in-kind and financial contributions  

• Participant and organiser feedback (qualitative impact)  

• Level of industry engagement and collaboration  

  
  

Key Impact Dimensions 

• Restoration of children’s wellbeing, dignity, and sense of normality  

• Demonstration of tourism as a socially responsible and impactful sector  

• Strengthening of European solidarity and cross-border cooperation  

• High level of public-private collaboration within the travel ecosystem  

• Contribution to psychosocial recovery through structured experiences  

  
  

Key Takeaways 

• Tourism can deliver tangible humanitarian impact when mobilised collectively  

• In-kind contributions significantly increase project feasibility and scale  

• Cross-border coordination is essential for complex humanitarian logistics  

• Balancing structured activities with free time enhances children’s wellbeing  

• Early planning is critical due to operational and fundraising complexity  

• Strong partnerships and communication are key success factors  

  
  

Additional Insights and Lessons Learned 

The initiative highlighted the importance of prioritising emotional wellbeing over dense programming, ensuring children benefit from rest, flexibility, and informal moments. Early planning and stakeholder coordination proved essential to manage logistics, safety considerations, and sponsorship acquisition. 

Overall, the project demonstrates how a coordinated industry response can transform solidarity into measurable social impact, reinforcing that tourism is not only about travel, but about people, resilience, and shared humanity.