НІШЕВИЙ ТУРИЗМ ЯК ШЛЯХ РОЗВИТКУ ПОВОЄННОЇ УКРАЇНИ

Abstract

The article examines the current problems of the development of the national tourism market in the post-war period. It is determined that the future of tourism in Ukraine is associated with the development of niche tourism types, accordingly, the essence of this form of tourism, criteria for identifying niches, methods and ways of their formation are established, and problems encountered in the process of their organization are outlined. In post-war Ukraine, it is advisable to develop such types of niche tourism that correspond to European tourism development trends and take into account the post-war state of the country. European trends include promoting unknown tourist destinations; increasing attention to education and training of tourism professionals; cooperation with governments and the private sector for cultural exchange. Ukrainian realities include creating a concept of memorializing historic places, developing memory-related tourist itineraries associated with the struggle for independence; forming unique tourist destinations and tourism products in the regions. Post-war tourism development was actively discussed at the level of the State Tourism Development Agency, regional administrations, and local communities at the First National Tourism Summit. The result of the discussion is the formation of the Concept of Memorializing Historic Sites in the Kyiv region. Among the priority types of niche tourism, cultural, health and wellness, rehabilitation, inclusive, "dark" tourism and memory-related itineraries are highlighted. Cultural tourism increasingly uses elements of intangible cultural heritage to preserve authenticity and shape the region's image. Creative tourism is developing as a new paradigm of cultural tourism, increasing the role of new experiences that tourists gain from participating in various activities. Health tourism is at the peak of popularity due to the steady demand for physical and spiritual healing and rehabilitation. Local communities and entrepreneurs are involved in the development of inclusive tourism which corresponds to global trends and existing demand. Each region should already identify its macro and micro niches and develop marketing programs for their promotion with the involvement of the local community. To improve the quality of personnel training for the development of regional niche types of tourism, relevant educational disciplines should be included in educational programs on the various levels.