НАПРЯМКИ СТАЛОГО РОЗВИТКУ ТУРИЗМУ УКРАЇНИ В УМОВАХ ПІСЛЯВОЄННОГО ВІДНОВЛЕННЯ

Abstract

The article highlights the state and regularities of the development of the tourism sphere of Ukraine in wartime conditions. An assessment of losses in the tourism sector was carried out in the context of the implementation of the concept of sustainable growth. The need to implement directions that will positively affect the restoration of the sustainable development of tourism in Ukraine and its competitiveness, taking into account national characteristics, is substantiated. The purpose of the research is the scientific and theoretical justification of the need to implement the concept of sustainable development of tourism in Ukraine in the conditions of post-war recovery. Achieving the specified goal necessitated the solution of such tasks as establishing the problems of sustainable development of tourism during the war, considering directions for ensuring sustainable growth of tourism, and proposing improved directions for sustainable development of tourism in Ukraine during the post-war recovery period. General scientific and special methods were used to realize the research goal. The tourism sector contributes to the realization of the main goals of sustainable development, including the creation of jobs and well-being, environmental protection, preservation of cultural heritage and poverty reduction. Well-planned and managed actions for the formation of sustainable tourism can help preserve natural and cultural heritage sites, empower communities, promote peace and intercultural understanding, which is especially relevant now in the conditions of war. The directions of restructuring of the concept of sustainable development of tourism in Ukraine provide a stable set of views on determining the future vector of the development of domestic tourism in the context of the formation of a post-war reconstruction strategy. It is worth noting the directions of the post-war restoration of tourism in Ukraine: the branching of the infrastructure of tourist services and digitalization; development of tourism at three levels (according to the tourist direction, investment projects and local characteristics); formation of competitive advantages of Ukraine and promotion of a unique Ukrainian brand on the market of international tourist services.