Abstract
Objective. The objective of the present article is to study the possibilities of implementing European experience in the tourist services market development in the post-pandemic period to increase the potential of the tourism industry of Ukraine. Methods. The theoretical and methodological basis of the study is the position of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of tourism market development. The methods of comparison, abstraction, analysis and generalization, as well as tabular and graphic modeling, the method of modeling complex systems were used in the research Results. Authors have studied the main challenges of the development of the tourist services market for the EU countries, determined the peculiarities of the functioning of the European tourist services market, studied the experience of its development in European countries as an important component of the state tourism policy; analysed growth rates of international tourist arrivals in the pandemic and post-pandemic period of 2019-2020. Much attention is paid to the search for strategic alternatives for the development of the tourism industry in EU countries in the post-pandemic period and the peculiarities of their implementation in the national tourism industry through changes in tourism products and consumer needs. The factors of the tourist services market development in the EU countries are identified, the development and creation of the latest types of tourism, digital transformation of the tourism sector, active use of augmented and virtual reality applications in the tourist services market, activation of online presence, etc. are included. Conclusions were made regarding the importance of implementing the European experience in the development of the tourist services market to increase the potential of the tourism industry of Ukraine.
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