Туристичний ринок України в часи війни: проблеми, загрози, можливості

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The article examines the impact of war on Ukraine's tourism market due to globalization and integration processes. The article discusses in detail the problems and opportunities that arise in the context of modern challenges. In Ukraine, where hostilities continue, the tourism industry has faced unprecedented challenges, which have resulted in a significant drop in arrivals and a reduction in domestic tourist flows. The tourism industry has also a ban on air transportation, the closure of many tourist and hotel enterprises, the destruction or transformation of hotels into temporary shelters, personnel shortages, and a general decrease in income from tourism. Because of these aspects, investigating the challenges in Ukraine's tourism market is relevant and necessary to determine effective strategies for the industry's development. These strategies should further contribute to the economic growth and social welfare of the country. The article presents the results of surveys that demonstrate the accessibility of travel for domestic tourists and their motivation. The main reasons for refusing to travel are security and economic factors. Ukrainians prefer seasonal summer vacations in cities and hiking. Priority is given to event, gastronomic, active, and ecological tourism. The impact of hostilities has also resulted in some adaptation and search for new opportunities for the tourism industry. New tourist destinations, such as military tourism and "memory tourism," began to develop actively in Ukraine. Developing such tourism as agritourism and cultural and historical tourism in safe regions, can help to diversify the tourist offer and reduce the economic impact of a decrease in international tourist flow. It also contributes to the development of local economies and the creation of new jobs, which is critical in crisis. It is recommended to strengthen efforts in the field of international PR to improve Ukraine's image in the world. This includes participation in international tourism exhibitions, online marketing campaigns, and cooperation with international leaders of thoughts who can change the perception of Ukraine as a tourist destination. Tourism operators and local authorities should work together to develop and implement emergency response plans that will help them quickly adapt to changes in the security situation. Implementing these strategies will require strong coordination among all stakeholders, including government, the private sector, and international partners.