EXPORT POTENTIAL OF THE TOURISM INDUSTRY OF UKRAINE: ASSESSMENT AND PROSPECTS OF DEVELOPMENT IN THE PERIOD OF POST-WAR RECOVERY

Abstract

Objective. The objective of the article is to assess the current state of the export potential of the Ukrainian tourism industry, taking into account the full-scale military aggression of Russia against Ukraine in order to find directions for its development in the period of the country's post-war recovery. Methods. The following general scientific methods and techniques of cognition were used in the research process: theoretical generalization and comparison, analysis and synthesis, induction and deduction, grouping. Results. It was determined that the concept of "export potential of the tourism industry" should be understood as the maximum possible volume of export of the national tourism product, which is formed under the influence of macroeconomic, competitive and internal factors of the industry and is realized in the long term. A methodical approach to the integral assessment of the export potential of the tourism industry of Ukraine is proposed, taking into account macroeconomic, competitive and internal factors of influence, within which the integral indicator of the export potential of the tourism industry is proposed to be defined as the product of the average income from one foreign tourist and the indicator of the annual capacity of accommodation facilities, adjusted by the factor seasonality and the specific weight of the inbound tourist flow, the index of the influence of macroeconomic factors, the index of international competitiveness, and the indicator of the use of export potential, as a ratio of the actual level of income from the export of tourist services to the level of the export potential of the country's tourism industry. It is substantiated that one of the key macroeconomic factors of stimulating the demand for tourist services are safety factors.It is substantiated that the dynamics of the export potential of the tourism industry of Ukraine fully reflects the macroeconomic trends of the international tourism industry, demonstrating its growth to 4769.80 million dollars. USA in 2019, a sharp reduction to $2,458.15 million. USA in 2020 and growth to 6633.09 million USD. USA in 2021 due to a significant increase in the average income from one foreign tourist to $690.48. / person at the expense of foreign tourists from Saudi Arabia. It was established that the level of realization of the export potential of the tourism industry of Ukraine shows a decrease during 2017-2021 by 21.35%. It is substantiated that, taking into account the current conditions of the functioning of the Ukrainian tourism industry, the priority sectors of tourism development should be business, cognitive, in particular dark, mournful, since the routes associated with the war and iconic post-war locations such as Irpin, Bucha, Gostomel, which will forever remain a reminder to future generations, like Auschwitz or Babin Yar, medical and ecological tourism. It is substantiated that the restoration of the export potential of the tourism industry of Ukraine requires the improvement of organizational and personnel, informational, methodological and financial support for the development of tourism. The practical significance of the obtained results lies in the possibility of their use in the development of an updated strategy for the development of the export potential of the tourism industry of Ukraine and its implementation.