The paper analyzes the distinctive features and factors of the attractiveness of a displaced higher education institution in modern Ukraine which is understanding as its quality formed as a result of communication to interest applicants and students, their parents, employers, research and teaching staff, investors and grantors in new opportunities by their involvement in its functioning or cooperation with it. The author distinguishes image and non-image attractiveness, emphasizing the growing share of the latter in the structure of attractiveness of the displaced educational institution. The focus on attracting not only residents of the city and region where the educational institution is relocated, but also those who live in the territories not controlled by the Ukrainian authorities, has long been another distinctive feature of the displaced institutions, which allowed them to gain relevant communication experience. Among the factors that influence the attractiveness of a displaced higher education institution are its location and infrastructure, a good understanding by teachers of the problems of internally displaced persons, available cost of education, updating of web-sites and of its representation in social networks.