THE CURRENT STATE AND PROSPECTS FOR THE DEVELOPMENT OF TOURISM ENTITIES IN UKRAINE

Abstract

The article analyzes the current state of tourism entities in Ukraine under martial law and identifies the prospects for development in the post-war period. It is substantiated that the dynamism, scale and diversification of tourism as a type of economic activity in the face of unfavorable conditions in the tourism market contribute to the preservation and restoration of positive development trends. It is substantiated that the economic contribution of the national tourism sector faces great opportunities, on the one hand, and threats, on the other, due to the pressure of competition and complacency about the constant attractiveness of Europe. The unprecedented conditions in which Ukraine has found itself as a result of Russia's full-scale military invasion have provoked dramatic changes in all spheres of public life. Contrary to various forecasts, Ukraine has not only survived, but, despite very painful losses, is heroically fighting for its freedom and independence. In the wartime and postwar periods in Ukraine, the progress of most domestic tourism actors will be difficult, as tourism competence is distributed at the local, national, and European levels. To succeed, tourism must become a top-level priority for Ukraine. The interests of the tourism business and relevant ministries and policy makers need to be aligned so that the potential of tourism can be realized. This will lead to the effective development and coordination of strategic policies that include appropriate consultations with tourism stakeholders. Promising for further research are the issues of scaling up the national tourism product by domestic tourism entities through integration with tourist routes of  European countries, which will contribute to the development of technology management processes.