INTERNATIONAL TRADE IN SERVICES IN THE CONTEXT OF THE DEVELOPMENT OF THE NATIONAL BRAND OF UKRAINE

Abstract

Objective. To determine the relationship between international trade in services and the development of the national brand of Ukraine, to develop practical recommendations that will enhance the recognition of our country in the world and better integrate it into the global economic space. Methodology. The methodological basis of the scientific research on international trade in services in the context of the development of the national brand of Ukraine includes government documents, the experience of domestic and foreign scientists, statistical materials from the State Tourism Development Agency in Ukraine, etc. The authors of the research propose a set of recommendations for the successful integration of Ukraine into the global economic space, including through a strong national brand. Results. The scientific research on this topic involved the analysis and interconnection of a range of international services that influence the brand of Ukraine and ensure a higher level of integration of our country into the global economic space. Scientific novelty. The authors believe that the development of the national brand of Ukraine in times of war is an additional strategic resource in shaping the image of our country as a tourist destination and a country with new opportunities for social development, an influential international player on the world stage, with new brand attributes. Practical significance. The implementation of new trends in the development of international trade in services, including the development of the tourism sector, creates new conditions for updating the national brand of Ukraine, stimulates foreign investment, consolidates global support for Ukraine, which will be one of the factors contributing to the growth of the value of the "Ukraine" brand in the future and its socio-economic development.