Did anyone ever have the impression (other than Putin) that Ukraine was all about farmers and tractors? Where does that come from? Ukraine has been newsworthy ever since it gained independence, mainly for corruption, political upheaval, war and dogged determination, not agriculture and peasantry. It's also been an easy to visit, tourist friendly, culturally rich, 'modern' and digitally savvy country for years and until the upheavals of 2014 supported a healthy number of tourists from around the world. It's been crying out for its tourist numbers to beef up ever since.
It's also no stranger to the influence of the arts in politics. Ruslana, the 2004 Ukrainian Eurovision winner, went on to help change the then corrupt political landscape and get the message out to the rest of Europe. She's still trying to fight for her homeland (in the last few weeks from the safety of Lithuania) and retains a huge fanbase across Europe (not the UK really though with her being a Eurovision winner and everything. Seriously Eurovision winners are often huge across the rest of Europe, but never here, it's like we shut the door after Abba, maybe this year we'll think differently)
And if you haven't been then put all of Eastern Europe on the list to visit, it took so much for that part of the world to gain independence - and it's fragile. Go to Moldova (and Transdniester, they don't want any of this) too, that possibility could change in the future, and they need tourists more than most at the best of times.
And I don't think Putin has any interest in cultural influence, he just wants to win (the prize being control), whatever the arena.