Abstract
The article examines the importance of developing and effectively managing the tourist and recreational complex as a strategic direction in the tourism economy, considering the principles of sustainable development. The factors influencing the successful implementation of this strategy were analyzed, in particular, infrastructure, tourism potential, socio-cultural context and environmental aspects. The management principles of the tourist and recreational complex were studied, and critical strategic approaches to ensuring sustainable development were determined. Based on the received data, recommendations are proposed to ensure the increase in competitiveness and profitability of the tourism sector based on preserving environmental sustainability and cultural heritage. The importance of careful planning, coordination, and functional cooperation of all interested parties to successfully develop the tourism and recreation complex in the context of sustainable development has been proven.
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