ІМПЕРАТИВИ РОЗВИТКУ МІЖНАРОДНОЇ ТОРГІВЛІ ТУРИСТИЧНИМИ ПОСЛУГАМИ В УМОВАХ СТАНОВЛЕННЯ ЦИФРОВОГО СУСПІЛЬСТВА

Abstract

In the era of digital transformation, international trade in tourism services faces numerous challenges and opportunities. As societies increasingly embrace digital technologies, the dynamics of tourism supply and demand have changed significantly. This article explores the imperatives for the development of international trade in tourism services in the context of an evolving digital society. The key factors shaping this transformation, including technological innovations, changing consumer behavior, regulatory frameworks and current trends, are considered. In today’s digital society, customer experience is important for the tourism industry. The ability to personalize services based on individual preferences is a significant factor in gaining a competitive advantage in the international tourism market. The study highlights the need to implement digital solutions to increase competitiveness, optimize operations and contribute to the sustainable growth of the global tourism industry. As the digital society continues to evolve, international trade in travel services must adapt to new technologies and changes in consumer behaviour. The travel industry is becoming increasingly globalised, with digital platforms enabling companies to reach consumers across borders. To thrive in this environment, travel companies must prioritise digital innovation, adopt marketing strategies and provide seamless and personalised customer experiences. In addition to these strategic imperatives, stakeholders in the tourism industry must work together to overcome challenges associated with digitalisation, such as data security, the digital divide and regulatory inconsistencies. Governments, private enterprises and international organisations should work together to create a framework that supports the sustainable development of international tourism trade. The future of international trade in tourism services is bright, but only for those who navigate the complexities of the digital economy and can take full advantage of the opportunities it presents. By adopting a forward-looking approach and embracing the imperatives of the digital era, tourism businesses can contribute to the growth of a more efficient and inclusive global tourism industry.