PROSPECTS FOR THE DEVELOPMENT OF TOURIST DESTINATIONS IN THE REGIONS OF UKRAINE
Abstract
regions of Ukraine in the context of modern challenges and opportunities. The emphasis is on the main problems that hinder the development of tourism, including the destruction of infrastructure due to military operations, weak state support for tourism, insufficient integration of Ukrainian tourist products into the global market and the low level of use of innovative technologies.
It is proposed to group tourist destinations by accessibility (usability), distinguishing accessible, conditionally accessible and temporarily inaccessible tourist destinations. Accessible tourist destinations include those that have preserved infrastructure and provide comfortable and safe reception of tourists. Conditionally accessible destinations are characterized by limited infrastructure or require additional investment in modernization. Temporarily inaccessible destinations are territories that are in a war zone, under occupation or have significant destruction. This approach allows you to identify priority areas for investment and develop tourism recovery strategies. For accessible destinations, it is advisable to focus on improving marketing strategies and promoting them on the international market. In the case of conditionally accessible destinations, targeted measures are needed to modernize infrastructure and improve the level of service. Temporarily inaccessible territories require comprehensive restoration after the end of hostilities and the creation of plans for their gradual integration into the tourism market.
Recommendations are proposed aimed at achieving sustainable development of tourist destinations. The main areas of development of tourist destinations in Ukraine include reconstruction and modernization of infrastructure, including transport accessibility and restoration of destroyed facilities, development of ecological and sustainable tourism through the preservation of natural resources and the creation of eco-trails, as well as the popularization of cultural and event tourism through the organization of festivals and fairs. The introduction of innovative technologies, such as mobile applications and interactive platforms, the development of gastronomic and wine tourism with an emphasis on local traditions, as well as the integration of Ukrainian tourist products into the global market are important. It is advisable to pay special attention to stimulating domestic tourism through affordable offers and promotion of little-known sites, ensuring the safety of tourists and creating conditions for comfortable recreation. This will not only allow the tourism industry to recover from the challenges caused by the war, but also ensure its sustainable development and competitiveness.
The results of the study emphasize the significant potential of Ukrainian regions in the tourism industry, which can become a catalyst for economic, social and cultural development. The implementation of the proposed measures will increase Ukraine1s competitiveness in the global tourism market, improve the quality of life of the local population and create a positive image of the country in the international arena.
