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Abstract

The article is devoted to topical issues of restoration and renewal of the processes of operation of tourist enterprises on the market. The content of the restoration of the activity of tourist enterprises in the difficult conditions of the continuation of military operations is considered, it is emphasized that the market of tourist services is formed, restored, developed and produces the appearance of new types of tourism in the relevant territory thanks to various acts of reproduction and renewal in this space. It is shown that the field of tourism itself in peacetime is a factor in changing the competitive strategy of the economy and regional development of Ukraine. Methods. The aim of the article is to substantiate the theoretical, methodological and practical aspects of cruise tourism, study its state, reveal its role in ensuring sustainable development and provide practical recommendations for further growth of the potential of the cruise industry. Results. The questions of the economic and financial revival of the tourism sphere and the birth of new types and methods of travel and recreation are revealed. It is emphasized the need to modernize tourism, update the methods and principles of management of tourist and infrastructure resources, taking into account the conditions of modern challenges, threats and the introduction of digitalization as a management tool, improvement of tourist business processes. Scientific novelty. The key aspects of the impact of digitalization on the development of the economy and tourism in modern conditions are considered. It is proved that ensuring the modernization of types of tourism, as a component of the competitive strategy of the economy in Ukraine, must be carried out by identifying new sources of financial income, establishing an effective connection between the needs of the market of tourist services and sectors of the tourism industry, increasing the efficiency and influence of modern Ukrainian tourism on the gross domestic product due to tourism spending. Practical significance. Given the specificity of tourism and its importance in the national and regional economy, as well as the fact that this sector of the economy covers almost all sectors of the economy and stimulates their development, it is important to determine the competitive advantages that form new species in the tourism industry. The article highlights the most important factors in the development of types of tourism in the post-war period, the economic growth of both branches and enterprises of the tourism industry, and the country as a whole, and the prospects for the development of certain types of cruise business in Ukraine are determined. Key words: tourism sphere, tourism development, types of tourism, tourism modernization, competitive strategies, solidarity tourism, development factors.