ВИННИЙ ТУРИЗМ В УКРАЇНІ: ПОТЕНЦІАЛ ТА ТЕНДЕНЦІЇ РОЗВИТКУ

Abstract

The article mentions that wine tourism is a specific type of tourism that involves getting to know the technology of wine production and tasting it on the territory of a winery, as well as visiting wine-growing regions in order to get acquainted with the history, technology and culture of wine consumption, and participation in special thematic events. It is noted that its main principles are authenticity, attractiveness, consumer culture, and comprehensiveness. It was established that wine tourism develops only in those regions in which viticulture and winemaking are well developed, as well as tourist infrastructure and there is a corresponding interest of tourism market subjects. The historical aspects of the origin and development of wine tourism in foreign countries and Ukraine are considered. It was noted that in Europe, increased interest in wine tourism began to be observed at the end of the 20th century, and in Ukraine – during the last decade. The importance of the development of wine tourism for individual subjects of the tourist market, as well as for the state and the world community is substantiated. Thus, wine tourism is able to positively influence the socio-economic development of territories and ensure their sustainable development, as well as popularize the cultural heritage of the region/country, promote the tourism product at the national/international level. Attention was paid to the potential of Ukraine and it was found that the south of Ukraine and Transcarpathia have the greatest opportunities for the development of wine tourism. The best wineries of Ukraine, wine festivals and holidays that take place annually in the regions of Ukraine, as well as wine routes through the main wine regions of our country, other tools for the activation of wine tourism in Ukraine are considered. In view of the existing potential, only its partial use was ascertained, and therefore the need to combine the efforts of tourism market entities and interested parties in order to bring wine tourism in Ukraine to a higher level of development, to transform Ukraine into a wine region known in Europe and the world.