Strategic concept of tourism potential reconstruction in the post-war Ukraine

Abstract

The article is devoted to the development of conceptual foundations of Ukraine’s tourism potential reconstruction in the post-war period 2022-2030 on the basis of strategic management. The choice of the research subject has made it necessary to consider the essence and content of the tourism potential in its inseparable connection with the resource component. The results of the study were obtained on the basis of the use of such general scientific methods as theoretical generalization, analysis and synthesis, a comprehensive approach, as well as the main provisions of the strategic management theory. It is established that, based on the importance of the contribution of tourism potential to the national economics, its reconstruction should take place within the framework of the state strategy of reconstruction and development for the post-war Ukraine. A visual representation of such connections is proposed. The proposed version of the strategy of post-war reconstruction and development of the country is an initial simplified attempt to combine strategic elements of the National Development Strategy and the tourism development strategy. Its development does not contradict the existing draft Strategy for Sustainable Development of Ukraine until 2030 and the Strategy for the Development of Tourism and Resorts until 2026 year. Within the framework of such a strategy, its vision, mission, strategic goals of the state are outlined, and the content of support in certain areas is revealed. As a feature of the reconstruction and development strategy of post-war Ukraine, it should be noted in its structure the recommendation to promote the unique brand “Ukraine is new horizons” on the international tourist services market. Separately, a scheme for planning the development of tourism potential in the framework of the implementation of reconstruction and development strategy of post-war Ukraine is proposed, in which it is recommended to allocate investment resources by three levels: by tourism directions, by investment projects, by regional basis.