Abstract
The article examines the main problems of the development of the tourism industry of Ukraine and the world as a result of the global crises caused by the coronavirus infection and the full-scale invasion of the Russian Federation on the territory of Ukraine. The basic assumptions and principles underlying the promising directions of tourism development in the context of the economy of impressions are specified. A change in the nature of Ukraine's domestic tourism is predicted – after the end of the war, cultural and educational tourism and memory tourism, which are non-commercial types of tourism, will be popular. The places of glory of the modern war will be added to the places of Cossack glory, such as Haydamatsky Yar, Kholodny Yar, Berestetska battlefield and Khortytsia, and new tourist programs related to the struggle and victory of Ukraine will appear. The international experience of post-war recovery and development of the tourism sphere is analyzed. The factors that will contribute to the development of tourism or restrain it are characterized. Traditional types of tourism, such as beach tourism, sports tourism, agrotourism, will have a delayed demand, as the demining of occupied territories will continue for some time in Ukraine. The restoration of the tourism industry of Ukraine can take place at the expense of product innovations, such as the development of new tours previously unknown on the market and the creation of new tourist and recreational areas, the development of exotic and military tourism, as well as memory tourism. Ukrainian ethnic tourism has a significant potential for development on the domestic and global tourism markets and improvement of the economic and social situation of Ukraine due to unique national traditions, Ukrainian hospitality and national cuisine, a vast history and rich culture. Priority measures for the development of the tourism sector are proposed, including restoring the image of a safe country for a comfortable stay of tourists, creating economic conditions to stimulate the development of tourism, liberalizing fiscal policy for tourist enterprises, attracting foreign investments, implementing innovative projects for marketing and organizing tourist activities.
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