STRATEGIC DIRECTION OF DEVELOPMENT OF THE INTERNATIONAL TOURIST UKRAINE

Abstract

Development of Ukraine as an abstractive destination of tourism flows is modern and urgent task. The implementation of priority involves a number of strategic of development of local tourism.
 The importance of international tourism as a type of business that has a multiplier effect on all sectors of the economy is determined. The main factors influencing the development of the tourism industry are analyze. Two periods of tourism development of the XXI century have been established: pre-covid (pre-pandemic) and post- covid (and post-pandemic). The peculiarities of the functioning of the world tourism sector in the reference period are clarify, indicating all the factors influencing the tourism sector. The tourism sector in world and domestic practice attracts significant investment funds that solve a number of problems of unemployment, income growth, replenishment of the revenue side of the budget. The available national tourist resources make it possible to consider Ukraine as an important tourist destination in Europe and to state its strong competitive potential. However, the available UNWTO statistics are striking for the mismatch between economic revenues from tourism and the volume of tourism flow. This suggests that the tourism potential of Ukraine is not fully disclosed, indicative of the weight of the tourism sector of Ukraine at 2% of GDP.
 It should be noted that until 2013 y. inclusive, the entry rate of foreigners and stateless persons in Ukraine had a clear upward trend, and since 2014-2015 years, it has decreased by 1.9 times. This is partly due to the end of Euro 2012 y. football and the events of the Revolution of Dignity (Euromaidan) and the beginning of the Russian armed aggression against Ukraine, which led to the loss of territories. In 2016-2018 years, there is a growing trend in the segment of entry of foreigners and stateless persons. In 2019 y, the signs of the COVID-19 pandemic are noticeable, and there is a decrease in this indicator of tourist flows. Thus, if we briefly analyze the state of international tourism in Ukraine, we can conclude that it has stable growth rates in terms of travel abroad, and a decrease since 2014 in terms of entry. There are some restrictive requirements for the growth of inbound and domestic tourism flows. As already mentioned, this is primarily due to improper development of transport infrastructure and insufficient service, short holiday season, high transport tariffs and inflated prices for domestic services and hotels. Thus, the success of the country and its regions depends on the global environment in which drastic changes are possible only with a sharp external factor of natural or anthropogenic nature. The presence of Russian armed aggression against Ukraine creates additional problems. Creating new business models of tourism in which all these prerequisites are laid down is a strategic task of the country.
 The article point out the need for active promotion of domestic tourism, the structuring of image components of tourist areas, the expansion of promising kinds of tourist services and improving their and urban tourism.
 Key words. strategic directions, international tourism, Ukraine.