MEDICAL TOURISM AS A CURRENT TREND OF MODERN DEVELOPMENT IN THE FIELD OF UKRAINIAN TOURISM

The article substantiates and highlights the theoretical principles and mechanisms of medical tourism development as a current trend in the modern development of tourism in Ukraine. It is noted that medical tourism is one of the most important factors in the development of health care, replenishment of the state budget, attracting foreign investment and creating a positive image of the country. The functions and classification of medical tourism as one of the types of tourist activity are studied. The preconditions and history of its development are analyzed. It is noted that since the 18th century, wealthy patients from developing countries have traveled to medical centers and resorts in Europe and the United States for treatment. And thanks to the globalization of communication and transport technologies in the late 20th century, trends began to change and less affluent people began to travel from developed countries to developing countries for treatment. The current state of development of medical tourism in the world and Ukraine is assessed. It is emphasized that Ukraine has a high potential of medical, health and recreational resources, competitive advantages in terms of price parameters and today has become one of the world leaders in medical inbound tourism in such areas as reproduction, dentistry, cardiac surgery, cell therapy, rehabilitation, including postcovid, and ophthalmology. The main directions of outbound medical tourism from Ukraine are listed. Direct participants of the medical tourism market are characterized. The geography of medical tourist flows has been studied. The functions that medical tourism plays in terms of different areas are listed. Current problems and prospects for the development of medical tourism in Ukraine are identified. A SWOT analysis of the medical tourism market in Ukraine was conducted in order to identify the strengths and weaknesses of the formation process and development of medical tourism also to identify threats and obstacles. The Top 10 medical institutions of Ukraine were selected according to consumer feedback and the ability to treat foreign visitors at the highest level. The ways to implement developments for the full functioning of medical tourism as a priority sector of the economy are proposed.