Abstract
The article examines the peculiarities of managing the tourism business in the context of global instability. The authors investigate the impact of global trends, economic crises, natural disasters, and political conflicts on the tourism industry. The paper discusses strategies of strategic planning, marketing, and customer service in changing conditions, as well as practices of sustainable development and responsible tourism. The authors emphasize the importance of adaptability and innovation in addressing the challenges facing the tourism business in today's unpredictable world. Furthermore, the article analyzes the impact of crisis situations on the tourism sector and provides recommendations for survival and recovery strategies post-crisis. It highlights the significance of collaboration among various stakeholders to ensure the sustainable functioning of the tourism industry amidst unpredictability and global challenges. The conclusions of the article underscore the necessity of implementing innovative approaches and utilizing modern technologies in tourism business management to ensure its resilience and competitiveness in the contemporary world. The article also delves into the importance of integrating ethical standards into tourism activities, particularly considering the socio-cultural aspects of destination sites. Strategies for mitigating negative environmental impacts and benefiting local communities are discussed, alongside the preservation of cultural heritage. It underscores that in a constantly changing world, adaptability and innovation are key success factors. The paper's conclusions highlight the necessity for collaboration among all stakeholders, joint efforts to address challenges, and leveraging opportunities in the tourism industry to stimulate sustainable economic growth and cultural exchange. Additionally, the article emphasizes the need for proactive crisis management strategies in the
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