Hospitality as an Instrument of Soft Power: Ukraine's National Interests in Cultural Diplomacy
The war that the state is waging for its existence is simultaneously a struggle for the right to be heard, understood, and recognized in the world. That is why "soft power" becomes not a luxury for us, but a necessity. Hospitality is one of the strongest forms of this power, as it demonstrates what is sometimes harder for the world to see behind the news from the front: Ukrainian culture, humanity, openness, and dignity.
This conceptual vision was presented by Mykhailo Sheveliuk, Head of the Ukrainian Horeca School and PhD in Cultural Studies, in his research at the All-Ukrainian youth essay contest "Map of National Interests of Ukraine," held within the framework of the XIII Bandera Readings. The work was highly evaluated by the expert community and received a diploma from the Non-Governmental Analytical Center "Ukrainian Strategic Studies" (NASC).
Key insights from the research:
• Service as a Form of Care: At the core of modern service lies not subordination, but serving — as a form of caring for another. It is not a technical skill, but a profound cultural one.
• New Ambassadors of the State: The Ukrainian Horeca School not only trains professionals but also educates ambassadors of Ukrainian culture who bring Ukrainian humanity to the world.
• From the Service Sector to the Sphere of Trust: A radical reorientation is needed — from a "service sector" to a "sphere of trust". Through the culture of service, a society of trust is formed, capable of horizontal cooperation.
• A Symbol of National Dignity: Hospitality embodies everything that distinguishes us from the aggressor: openness instead of fear, compassion instead of indifference, humanity instead of violence.
For Ukraine, hospitality is not a secondary industry, but a part of its national interests and a humanitarian task of the state. If we learn to welcome guests the way warriors defend the Motherland — with honor, sincerity, and dignity — we will win not only on the battlefield but also in the hearts of the world.
