THE IMPACT OF CREATIVE INNOVATIVE TECHNOLOGIES ON THE SUSTAINABLE DEVELOPMENT OF THE TOURIST INDUSTRY IN EUROPE AFTER THE COVID-19 PANDEMIC

Abstract

Summary. Formulation of the problem. The problem of the impact of creative innovative technologies on the sustainable development of the tourism industry in Europe after the pandemic COVID-19 is gaining importance in all sectors (transport, raising the rating of tourism, the impact on sustainable development). The COVID-19 pandemic has strengthened the conscious attitude to the ideas of sustainable development in tourism and with the beginning of the pandemic the social and ecological responsibility in the behavior of travelers has significantly increased. Recent research and analysis of publications. Some aspects of the impact of creative innovative technologies on the sustainable development of the tourism industry in Europe after the COVID-19 pandemic are studied by tourism experts, in analytical reports, identified by tourism experts. The authors used their achievements in the development of this topic, in particular L. Bezkorovaina, N. Vengerska. V. Voronkova, A. Cherep, O. Cherep. The purpose of the article is to conceptualize the impact of creative innovative technologies on the sustainable development of the tourism industry in Europe after the COVID-19 pandemic. Objectives of the study: 1) to analyze the ranking of countries that affect the sustainable development of tourism; 2) to analyze sustainable development as the future of the European paradigm of the strategy of regeneration of the tourism industry in Europe after the COVID-19 pandemic; 3) to reveal the directions of digitalization spread to all spheres, including tourism; 4) to find out the directions of restoration of the tourist sector and its transformation into a highly efficient branch of sustainable development; 5) to identify the main objectives of the restoration of the tourism sector and its transformation into a highly efficient area of sustainable development in the context of the European paradigm. A study of the European paradigm is presented, which demonstrates the positive shifts in the field of sustainable development, showing the ratings of countries. This article analyzes global and local innovations for the development of tourism potential of regions and attracting investment for the development of regional tourism product as a key tool for solving domestic tourism problems. Digitalization is declared the main driver of tourism development. It is noted that small and medium enterprises in the tourism sector are moving to the use of cloud technologies, data analysis, artificial intelligence and others. Research findings. It is proved that the directions of restoration of the tourism sector and its transformation into a highly efficient area of sustainable development in the context of the European paradigm include: innovative space provided with advanced technologies that promote sustainable development of the tourist area, simplification of interaction and integration which includes creativity, sustainability, coordination and collaboration, responsibility and use of IT tools and applications.