Креативна економіка як фактор формування міжнародного туристичного іміджу країни

Abstract

The relentlessly growing relationship between tourism and creativity contributes to the search for alternatives to the development of the creative economy. The combination of concepts such as creativity and tourism has become a common diversification strategy, especially in the field of cultural tourism around the world. The creation and introduction of new events and festivals, the restoration of old buildings and the addition of animation to static attractions have become commonplace. Tourist destinations are looking for quick ways to become special and unique in the global economy, and therefore increasingly seek assistance from the creative industries. It is worth noting that architecture, as a variable phenomenon, and event tourism are of the most important cultural catalysts for the generation of originality and identity of a local area and, as a result, increased interest on the part of creative people and tourists. Next, the development of the cultural sector is directly proportional to the growth of the importance of digital technologies, which deserves attention from the authorities, emphasizing intellectual property rights. The Government of Ukraine has recognized the potential scale of the industry’s contribution to the national economy and has taken concrete steps to ensure its further growth. In particular, following global trends, Ukraine has integrated the cultural and creative dimension into its political program, including the political plan «Long-term strategy for the development of Ukrainian culture – strategy of reforming». In addition, the sector is identified as a priority in the framework political document – the Export Strategy of Ukraine. Advertising, crafts, design, film industry, fashion, performing arts and visual arts were singled out as key drivers of creating additional added value and producing innovations in the sector, which will contribute to the development of small and medium-sized enterprises and entrepreneurship in general. The concept of balanced development «Ukraine 2030» is aimed at achieving 10% of annual economic growth and determines that the development of the creative economy is one of the key mechanisms for sustainable development.