МОНІТОРИНГ СУЧАСНОГО СТАНУ ТА ПЕРСПЕКТИВИ РОЗВИТКУ ТУРИЗМУ В РЕГІОНАХ УКРАЇНИ

Modern business tourism is an important component of both business activities and the travel and tourism sector. Every day, millions of people travel for business purposes of various lengths and distances, and more than 100 million such business trips take place in the world every year. Associations, scientific and educational institutions, specialized publications and textbooks, as well as a stable organizational structure with professional management have been formed in this field. Countries focused on the development of tourism have developed and are actively implementing state support programs to stimulate business tourism. The main goal of business tourism is to increase business efficiency, expand market opportunities, stimulate innovation and strengthen business ties. The subject of the study is an analysis of the current state, problems and prospects for the development of business tourism in Ukraine. The purpose of the study is to identify business tourism as a promising direction for the development of tourism in Ukraine. General scientific research methods are used: systemic, descriptive, comparative and structural-logical analysis. The study yielded the following results: the main trends, problems and prospects for the development of business tourism in Ukraine were identified. According to the authors, after the war, Ukraine will become a center for holding numerous international conferences dedicated to recovery and reconstruction, economic cooperation and new technologies. Holding such events, in particular in the field of investment, renewable technologies, ecology and innovation, will help attract a wide range of international partners and promote the development of business tourism. Conclusions: the feasibility of developing ways to promote Ukraine as an attractive destination for business tourism is substantiated. Digital technologies can significantly facilitate the processes of organizing trips, reduce costs, increase efficiency and create new opportunities for international cooperation. Given these trends, Ukraine has the potential to become an important player in global business tourism if it manages to overcome existing barriers and implement innovations as effectively as possible.

In order to get more and more satisfaction from life, people began to turn more and more often to various types of self-knowledge, using not only scientific methods. Thus, a phenomenon has appeared in society that has become to some extent a "spiritual" trend and is the root of all world spiritual and physical practices, which includes various types of meditation - this is "retreat tourism", which implies a combination of various spiritual and physical practices in places remote from society, as a rule, where means of communication are not used. Now this direction is rapidly developing and becoming more and more relevant. Retreat tourism is a specific type of travel aimed at restoring mental and physical health, as well as enjoying the beauty of nature and cultural heritage. Ukraine, which is endowed with a variety of natural beauty and historical heritage, has the potential for the development of retreat tourism. However, to date, this direction of tourist activity in Ukraine has not received sufficient attention and consideration in scientific research. The article highlights the peculiarities of the organization of travel retreats, trends, problems and prospects for the development of retreat tourism in Ukraine in modern conditions. The main regions of the world for health tourism and retreat tourism, the types of retreats and the natural potential for the organization of travel retreats in Ukraine are analyzed. The prospects for the development of retreat tourism in Ukraine and aspects of the positive impact of retreat tourism on human psychological health are revealed. The subject of the study is the analysis of the current state, problems and prospects of the development of retro-tourism in Ukraine. The purpose of the study is to determine retreat tourism as a promising direction for the development of tourism in Ukraine. General scientific research methods are used: systematic, descriptive, comparative and structural-logical analysis. During the study, the following results were obtained: the main trends, problems and prospects for the development of retreat tourism in Ukraine were revealed. Conclusions: the feasibility of the development of retreat tourism in Ukraine and the development of the necessary infrastructure for this type of tourism in order to maximize the tourist potential of the country and create a favorable environment for meeting the needs and expectations of the target audience of customers for this type of tourism are substantiated

The sphere of tourism is one of the main industries that affects the general state and development trends of the world economy. Tourism is one of the top three industries in terms of generated income in the world. It is developing at a fast pace and occupies an important place in the world economy. The war going on in Ukraine today has no analogues in modern European history. It is difficult to make a correct analogy of the development of tourism in Ukraine in comparison with European countries and to assess the impact of the war on the tourism sector. During the war new challenges arise, which makes adjustments to the planning and development of tourist activities. Modern world trends in the development of the tourism sphere indicate the growing interest of tourists in recreation, which is directly related to nature. In Ukraine, there is a significant potential for the development of rural tourism thanks to various natural conditions and resources. Rest in the countryside is one of the promising directions for the revival and development of rural settlements. Rural tourism combines a number of resources that can make a tourist's vacation attractive and unforgettable. The article considers the current state of development of rural tourism in Ukraine, which suffered significant losses as a result of the large-scale war by the Russian Federation against Ukraine on February 24, 2022. The data on the direct damage to the infrastructure as a result of destruction caused by Russia's military aggression against Ukraine in the year since the beginning of the full-scale invasion are given. It is highlighted the main tasks regarding the implementation of measures aimed at the successful development of rural tourism in the conditions of war in Ukraine. The strengths and weaknesses, potential opportunities and threats are determined based on the SWOT analysis of the development of rural tourism in Ukraine. It is proposed a conditional division of the territory of Ukraine into six regions for the development of rural tourism in the war and post-war period. The main obstacles and prospects for the development of rural tourism in Ukraine are revealed.

Today, Ukraine is at the center of the world community, politics and the European market, in light of changes in the political, economic and military spheres. Undoubtedly, all this influenced the development of the country’s economy and policy towards the countries of the near and far abroad, including the development of the tourism industry. To characterize the current state of development of domestic and international tourism in Ukraine and served as the main purpose of writing an article. The research of the current state of tourism development in Ukraine was based on the application of a systematic approach using comparative, statistical, analytical methods, etc. The relevance of this study is determined by the clarification of the further direction of tourism development in connection with the deprivation of tourism industry as a priority in 2019, although it is one of the significant sources of filling the state treasury, as well as the impact on the tourist image of Ukraine, an aggressor country during the period of change of power and incomplete reforms. It is established that the tourist image of Ukraine is restored from 2016 due to the victorious participation of Ukrainians in international events, in particular, Eurovision-2017, but it should be noted that the main donor countries are the countries of close foreign countries. Visa tourism has been intensified with Ukraine through visa-free travel and pricing policies for tourist services. For example, when comparing prices with the tourist complex «Bukovel» or «Shayan» cheaper to rest in Poland or Hungary. One of the reasons was revealed: the population’s low awareness of the tourist potential of the country; unreliability of domestic subjects of tourism activity; the lack of security in the places of rest, as well as the war in the east of Ukraine and the annexation of the Crimean peninsula. It was found that the length of stay of Ukrainians abroad depended on the location of the country. The farther the longer, which is associated with the cost of time and money. Also, you should not neglect tourist logistics. After all, almost all flights from Ukraine abroad are sent in the morning. Arriving in the evening, a tourist-Ukrainian is forced to seek a lodging for himself. While in Ukraine, on the contrary, tourists mostly come in the morning or in the afternoon. It should also be noted that the marked decrease in trips abroad is due to the poverty of the Ukrainian population. The main purpose of travel – rest on the warm seas of the seas for the best price and high quality of service for tourists. It is statistically reported that the geography of recipient countries is predominantly close to a foreign country, mainly the CIS countries, while, for example, most of Belarus comes to the EU. The development of domestic tourism, which tends to grow, is estimated. The main factors of its development are the desire of Ukrainians to travel even with a minimal budget. However, it should be noted the predominance of self-organized tourism. The main tourist areas with the predominance of a certain type of tourism were identified, for example Lviv – cultural-cognitive, IvanoFrankivsk and Transcarpathian - active and eventful, Odessa – recreational types of tourism. The tendency of the steady development of tourism in Ukraine due to the development of transport infrastructure, information and communication environment, the election of the European development vector is revealed. In the near future it is expedient: to adjust the Law «On Tourism» in accordance with the EU directives in the tourism sector, as well as to direct the direction for the development of domestic and inbound tourism in Ukraine.

The article is devoted to the problem of the development of green tourism in Ukraine. Green tourism is an important part of rational nature management, which involves the creation and maintenance of recreational systems, including supporting the development of destinations by improving their ecological and general culture. The purpose of the study is to identify and analyze the vectors of formation, development and promising directions for the development of green tourism tour products. Research objectives: 1) to identify the relevance of the problem; 2) consider the concepts, features, types and functions of green tourism; 3) study the main determinants of the development of tourism potential in Ukraine; 4) develop proposals regarding the prospects for the development of green tourism on the territory of Ukraine. To achieve the goal of the article, a number of methods of scientific knowledge were used, namely: analysis of scientific literature, induction, deduction, synthesis, generalization, comparison. The development of green tourism requires the implementation of mandatory strategic and territorial planning for each individual territory within the administrative and territorial units of our country, the creation of the necessary infrastructure in rural areas, the implementation of an individual marketing strategy, monitoring the consequences of the growth of tourist flows, the involvement of the local population, and the development of volunteerism. Based on the relationship to green tourism as an economic category, it is possible to define green tourism as a component of the tourism industry, which produces and sells its tourism product and receives profit from it, or as a tourist activity in rural areas that brings profit for the preservation of the natural environment, and also to improve the standard of living of the local population. The most promising direction for improving the green tourism management system at the regional level is the creation of regional tourism administrations. The conducted analysis provides an opportunity to talk about Ukraine as a country that has great potential for the formation of a successful segment of green tourism. The main development problem is the lack of a strategy for the development of green tourism and, as a result, there are no precisely established tasks and goals facing this area. Taking into account the determining importance of green tourism for the development of tourism in Ukraine, it is necessary to create a cluster "Green tourism in rural areas of Ukraine". For these purposes, it is necessary to make changes to the program of the development of inbound and domestic tourism with the establishment of specific tasks and goals that are in the green tourism, with clarification of effective mechanisms for their implementation and a plan of activities for the development of the cluster.

Досліджено стан розвитку екстремального туризму в Україні. За результатами досліджень визначено, що більшою популярністю користуються екзотичні напрями екстремального відпочинку. Надано характеристику найпопулярніших видів екстремального туризму в Україні та наведено їх вартість. Як відомо, заняття екстремальним туризмом вважається досить дорогим видом спорту, що може негативно вплинути на кількість екстремалів, які можуть дозволити собі даний вид відпочинку. Досліджено туристичні території України, які мають більш ніж достатній потенціал для розвитку різних видів активного туризму, в т.ч. екстремального виду: Карпати, Подністров’я, Полісся, Побужжя, Причорномор’я. Визначено, що серед екстремальних видів туризму популярними є військові тури, поїздки на покинуті промислові об’єкти, особливо у Чорнобильську зону. Обґрунтовано, що Україна має всі ресурси для розвитку екстремального виду туризму, тому цей напрямок може стати привабливим для залучення значної кількості іноземних туристів. Це прискорить поліпшення якості надання послуг, сервісу, розвитку інфраструктури екстремального туризму в Україні

The article highlights the state and regularities of the development of the tourism sphere of Ukraine in wartime conditions. An assessment of losses in the tourism sector was carried out in the context of the implementation of the concept of sustainable growth. The need to implement directions that will positively affect the restoration of the sustainable development of tourism in Ukraine and its competitiveness, taking into account national characteristics, is substantiated. The purpose of the research is the scientific and theoretical justification of the need to implement the concept of sustainable development of tourism in Ukraine in the conditions of post-war recovery. Achieving the specified goal necessitated the solution of such tasks as establishing the problems of sustainable development of tourism during the war, considering directions for ensuring sustainable growth of tourism, and proposing improved directions for sustainable development of tourism in Ukraine during the post-war recovery period. General scientific and special methods were used to realize the research goal. The tourism sector contributes to the realization of the main goals of sustainable development, including the creation of jobs and well-being, environmental protection, preservation of cultural heritage and poverty reduction. Well-planned and managed actions for the formation of sustainable tourism can help preserve natural and cultural heritage sites, empower communities, promote peace and intercultural understanding, which is especially relevant now in the conditions of war. The directions of restructuring of the concept of sustainable development of tourism in Ukraine provide a stable set of views on determining the future vector of the development of domestic tourism in the context of the formation of a post-war reconstruction strategy. It is worth noting the directions of the post-war restoration of tourism in Ukraine: the branching of the infrastructure of tourist services and digitalization; development of tourism at three levels (according to the tourist direction, investment projects and local characteristics); formation of competitive advantages of Ukraine and promotion of a unique Ukrainian brand on the market of international tourist services.

Purpose. To analyze and explore the possibilities of using creative approaches to the creation and promotion of Ukrainian souvenirs as a tool for preserving and popularizing cultural heritage. Design/methodology/approach. To substantiate the need to study and improve the competitiveness of Ukrainian souvenir products through the introduction of creative approaches, the author uses the method of literature review. To study the essence of Ukrainian souvenirs, the author uses the methods of scientific research of theoretical and logical explanation, systematization and clarification. Findings. This study has shown the high importance of Ukrainian souvenirs in the process of preserving and popularizing Ukraine's cultural heritage. The survey found that innovative and creative approaches to the production of souvenirs significantly increase their attractiveness among consumers, especially among tourists interested in national culture. In particular, 90.6% of respondents showed an active interest in traveling to Ukraine, and 32.1% of them frequently visit tourist destinations, which indicates the country's popularity as a tourist destination. The majority of respondents are interested in purchasing souvenirs as symbolic reminders of the places they have visited, with a particular focus on those that reflect national identity and cultural characteristics. Creative souvenirs that combine traditional elements with modern technology and design are well received by consumers and contribute to the promotion of Ukraine's cultural values on the international stage. Thus, Ukrainian souvenirs not only promote tourism, but also play an important role in preserving cultural heritage and stimulating the local economy through the use of traditional techniques and local materials. The research shows that the introduction of innovative technologies in the creation of souvenirs is a key factor in the successful development of tourism in Ukraine and the preservation of the national cultural heritage. Based on the results obtained, it can be concluded that creative and innovative approaches to the production and promotion of Ukrainian souvenirs are key factors for the preservation of national cultural heritage and tourism development. Research shows that souvenirs that combine traditional elements with modern design and technology have a significant impact on shaping a positive image of the country and increasing interest among both locals and international tourists. The introduction of innovations such as 3D modeling of historical monuments and the use of eco-friendly materials helps to popularize Ukrainian culture and adds value to souvenirs. In addition, the integration of souvenirs into tourist services and active digital marketing allows for effective audience expansion and stimulates interest in Ukrainian cultural heritage. Thus, modern souvenirs are not only an element of national identity, but also a powerful tool for the development of tourism and cultural diplomacy in Ukraine. Practical significance. Specific recommendations are offered for the development of tourism through the use of modern souvenirs, combining traditional Ukrainian elements with innovative approaches. The strategies outlined in the article can be applied in real business, the tourism industry and the production of souvenirs. Originality/value. The originality and value of the article lies in the combination of traditional Ukrainian cultural heritage with modern technologies and creative approaches for the development of the souvenir industry. New ideas are proposed, such as creating souvenirs using 3D models of historical monuments and integrating augmented reality (AR), which makes it relevant in the context of global trends and modern tourist needs. The value of the work is also manifested in practical recommendations for souvenir producers and travel companies on the use of eco-friendly materials, innovative designs, and interactive elements. This approach contributes to the popularization of Ukrainian cultural heritage both nationally and internationally, while opening up new opportunities for the development of Ukraine's economy and tourism.

The article is devoted to the analysis of Japanese resorts as a model for the development of innovative tourism in Ukraine. The study examines the theoretical foundations of innovative tourism, global trends in its development, and key models used in developed countries. Special attention is paid to the Japanese experience in the development of resort tourism, particularly hot springs (onsen), ski resorts, coastal recreation areas, and wellness resorts. The relevance of the topic is due to the need to develop new approaches to the development of tourism infrastructure in Ukraine based on successful global models. Japanese resorts are a vivid example of integrating modern technologies and environmental standards into the recreation sphere, which can be effectively adapted to Ukrainian realities. The scientific novelty of the work lies in identifying key innovative approaches in Japan that can contribute to the sustainable and competitive development of tourism in Ukraine. The research includes a detailed analysis of the geographical, natural, and cultural prerequisites for the development of Japanese resorts, as well as innovative approaches to the organization of tourist infrastructure. Key technological solutions have been identified, such as digitalization of services, the use of robotics in hotels, and VR technologies for virtual travel. Furthermore, principles of sustainable resort development that combine environmental sustainability and local authenticity are considered. The practical significance of the work lies in the possibility of adapting these approaches to the development of Ukrainian resorts, particularly in the Carpathian region and thermal springs of Zakarpattia. The applicant's personal contribution includes a comparative analysis of the tourism and recreational potential of Ukraine and Japan, the development of recommendations for the implementation of innovative concepts in Ukraine's hotel and resort business, and the substantiation of the need for the development of smart tourism and wellness infrastructure based on Japanese experience.

The article, based on the analysis of the main trends in the development of the tourism market in the context of global digitalization, which has intensified in the field of tourism and hospitality, substantiates structural changes in the tourist services market of Ukraine. The subject of the study is the introduction of digital technologies in the tourism industry of Ukraine in the post-war period. The purpose of the article is to study the features of the use of digital technologies in the tourism industry of Ukraine. The achievement of this goal was facilitated by the solution of the following tasks: to explore various forms of digitalization in the tourism industry of Ukraine; to offer an improved conception of managing the development of tourism in Ukraine in the post-war period. The article used methods of analysis and synthesis to summarize the development of digital technologies in tourism; method of comparative analysis – to compare the experience of international and national digital tourism development; prognostic methods – to outline the prospects for further development of digital tourism in Ukraine in the post-war period. The authors made an attempt to predict the prospects for digitalization of the tourism industry of our country based on the integration of several defining areas – AR (augmented reality), VR (virtual reality), AI (artificial intelligence), as well as robots and blockchain technologies. The article quite fully covers the issues of digital support of business processes in the field of tourism, analyzes the opportunities and prospects of tourism BigData, which are used for analyzing information, making forecasts, sustainable developing the tourism industry. The deliberate implementation of best practices in the field of digital technologies can help our country’s tourism industry implement strategies that become possible by the wider use of digital content and platforms. The provision of a modern business model will help stabilize the working environment in the post-war period, while stimulating an innovative approach in the field of tourism.

The article deals with reaserch of the development of balneological tourism in Ukraine. The theoretical and methodological bases of the territorial organization of balneo resorts and functioning of the institutions of balneological tourism are highlighted. The estimation of activity of sanatorium and spa establishments of balneological specialization is given. The present state of the development of balneological tourism in Ukraine is analyzed. The subject of the study is the development of the country's balneological tourism, its condition and place in the system of the sanatorium and health complex of Ukraine. The purpose is to analyze the development of balneological tourism, assess the infrastructure and activities of balneological institutions. Task: description of resource base and territorial organization of balneological tourism in Ukraine; assessment of the infrastructure of balneo tourism in Ukraine; the analysis of the activity of the institution of balneological tourism. Common scientific methods are used: synthesis and analysis - to determine the peculiarities of the development of balneo tourism in Ukraine, the tabular method - for the compilation and grouping of analytical data, the method of graphical representation of information - for generalization and popularization of statistical data, mathematical modeling. The results of the study confirm the reduction of the tourist inflow with the health-improving purpose in Ukraine, the reduction of balneological tourism establishments, and the reduction of the quality of services provided in these institutions. Conclusion: insufficient development of the market of balneological tourism in Ukraine, ineffective use of resource potential, weak level of material and technical base.

Objective. The aim of this article is to analyze the development of railway tourism in Ukraine and other countries around the world to suggest additional events for the implementation of sightseeing tourism on narrow gauge tracks in Carpathians region. Methodology. Historical methods, methods of observation, generalization, methods of change and competitiveness management were used to study the development of tourism in Ukraine. Results. Based on this analysis we can say that the railway tourism was sufficiently developed during the Soviet Union times, but not large-scale. After Ukraine became independent, transport tourism almost does not develop. This is due to the lack of the required quality of passenger coaches and their deterioration. At the same time rail transport is widely used for different types of tourist travel abroad. Scientific novelty. Approach for the implementation of railway tourism in Ukraine has been further developed. It is based on the organization of rail sightseeing tours of the existing narrow gauge track in the Carpathian and Transcarpathian regions by domestic and foreign tourist companies. This will allow to use the narrow railway tracks more efficiently and to get additional revenues to the local budgets. Practical meaningfulness. Implementation of this approach will allow to ground the economic feasibility of using existing narrow railway tracks, which are currently being used for transportation of timber cargo, to hold daily sightseeing trips for European and Ukrainian tourists in special rolling stock.

The article substantiates and highlights the theoretical principles and mechanisms of medical tourism development as a current trend in the modern development of tourism in Ukraine. It is noted that medical tourism is one of the most important factors in the development of health care, replenishment of the state budget, attracting foreign investment and creating a positive image of the country. The functions and classification of medical tourism as one of the types of tourist activity are studied. The preconditions and history of its development are analyzed. It is noted that since the 18th century, wealthy patients from developing countries have traveled to medical centers and resorts in Europe and the United States for treatment. And thanks to the globalization of communication and transport technologies in the late 20th century, trends began to change and less affluent people began to travel from developed countries to developing countries for treatment. The current state of development of medical tourism in the world and Ukraine is assessed. It is emphasized that Ukraine has a high potential of medical, health and recreational resources, competitive advantages in terms of price parameters and today has become one of the world leaders in medical inbound tourism in such areas as reproduction, dentistry, cardiac surgery, cell therapy, rehabilitation, including postcovid, and ophthalmology. The main directions of outbound medical tourism from Ukraine are listed. Direct participants of the medical tourism market are characterized. The geography of medical tourist flows has been studied. The functions that medical tourism plays in terms of different areas are listed. Current problems and prospects for the development of medical tourism in Ukraine are identified. A SWOT analysis of the medical tourism market in Ukraine was conducted in order to identify the strengths and weaknesses of the formation process and development of medical tourism also to identify threats and obstacles. The Top 10 medical institutions of Ukraine were selected according to consumer feedback and the ability to treat foreign visitors at the highest level. The ways to implement developments for the full functioning of medical tourism as a priority sector of the economy are proposed.

The purpose of the article is to study the influence of the historical and cultural heritage of small towns on the development of tourism in Ukraine. It was established that small cities of Ukraine have a significant potential for the development of tourism. These cities preserve a rich historical and culturalheritage, including ancient architecture, cultural monuments and traditions. The growing interest in travel and educational tourism creates opportunities for the development of the tourism potential of small towns. At the same time, the development of tourism contributes to the economic growth of small towns, creating new jobs and increasing income from the tourism business. It is important to take into account sociocultural aspects, as tourism can contribute to the preservation and popularization of local traditions, arts and crafts. Therefore, the study of the historical and cultural heritage of small towns will reveal unique resources that can attract tourists. Methodology. The methodological basis of the work is: the method of theoretical research, induction and deduction, observation, comparison, analysis and synthesis. The methodology is based on the principles of historicism, systematicity and scientificity. Scientific novelty. The scientific study emphasizes the role of the historical and cultural heritage of small towns of Ukraine and their opportunities for the development of tourism. Characterized: the conceptual apparatus of historical and cultural heritage, its features as an object of socio-geographical research and modern trends of cultural heritage in Ukraine. The results of the research will contribute to determining the potential of the historical and cultural heritage of small towns and its impact on the development of tourism in Ukraine. It is important to carry out a systematic monitoring study of the state of cultural heritage, which will allow timely detection of problems, evaluation of the effectiveness of preservation and use measures, and adjustment of tourism development strategies. Therefore, the research results can become the basis for the development of tourism development strategies and programs aimed at the attractiveness of small towns for domestic and foreign tourists.

The article is devoted to the study of the theoretical foundations of international tourism research. It is noted that foreign experience can help the tourism industry of other countries to attract foreign investments, create new jobs and improve the quality of tourist services. The essence of the concept of “international tourism” has been defined. The socio-economic prerequisites for the development of international tourism have been studied. It is noted that tourism is one of the most dynamically developing branches of the world economy, which makes a significant contribution to the social, cultural and economic development of countries. Ukraine, as a large Eastern European country, has a powerful tourism potential, but it is not yet fully utilized. The relevance of the study of the development of tourism in Ukraine based on the European experience is the need to evaluate and adapt the best practices of the tourism industry, which are successfully applied in the European Union and other countries. The introduction of European experience can contribute to the effective development of tourism in Ukraine, attracting more foreign tourists, increasing the amount of foreign exchange earnings and raising the standard of living of the population. In this diploma work, we propose to conduct a detailed analysis of the European experience in the field of tourism and explore the possibilities of its implementation in Ukraine. The research is aimed at identifying advanced strategies and tools for tourism development that could be successfully adapted to Ukrainian conditions. The object of research is international tourism. The subject of the study is the experience of the development of international tourism. Consequently, the consequences of globalization and growing international cooperation have become essential for the development of international tourism in EU countries. Socio-economic preconditions play an important role in stimulating and supporting this sector, which has become a key driver of economic growth and cultural exchange in the EU.