ПРОБЛЕМИ РОЗВИТКУ СІЛЬСЬКОГО ТУРИЗМУ В УКРАЇНІ В УМОВАХ ВІЙНИ ТА ПЕРСПЕКТИВИ ПІСЛЯВОЄННОГО ВІДНОВЛЕННЯ

In order to get more and more satisfaction from life, people began to turn more and more often to various types of self-knowledge, using not only scientific methods. Thus, a phenomenon has appeared in society that has become to some extent a "spiritual" trend and is the root of all world spiritual and physical practices, which includes various types of meditation - this is "retreat tourism", which implies a combination of various spiritual and physical practices in places remote from society, as a rule, where means of communication are not used. Now this direction is rapidly developing and becoming more and more relevant. Retreat tourism is a specific type of travel aimed at restoring mental and physical health, as well as enjoying the beauty of nature and cultural heritage. Ukraine, which is endowed with a variety of natural beauty and historical heritage, has the potential for the development of retreat tourism. However, to date, this direction of tourist activity in Ukraine has not received sufficient attention and consideration in scientific research. The article highlights the peculiarities of the organization of travel retreats, trends, problems and prospects for the development of retreat tourism in Ukraine in modern conditions. The main regions of the world for health tourism and retreat tourism, the types of retreats and the natural potential for the organization of travel retreats in Ukraine are analyzed. The prospects for the development of retreat tourism in Ukraine and aspects of the positive impact of retreat tourism on human psychological health are revealed. The subject of the study is the analysis of the current state, problems and prospects of the development of retro-tourism in Ukraine. The purpose of the study is to determine retreat tourism as a promising direction for the development of tourism in Ukraine. General scientific research methods are used: systematic, descriptive, comparative and structural-logical analysis. During the study, the following results were obtained: the main trends, problems and prospects for the development of retreat tourism in Ukraine were revealed. Conclusions: the feasibility of the development of retreat tourism in Ukraine and the development of the necessary infrastructure for this type of tourism in order to maximize the tourist potential of the country and create a favorable environment for meeting the needs and expectations of the target audience of customers for this type of tourism are substantiated

Ukraine is a country that occupies one of the most advantageous locations in Europe. The development of tourism in Ukraine will lead to an increase in tourist interest in Ukraine, to accelerate economic growth, support employment, structural modernization of the economy, filling the budgets of all levels. The strategic goal of tourism in our country is to create a competitive tourism product that can worthily occupy its niche in the world market. In the field of tourism in Ukraine, a new term “rural green tourism” has appeared, the development of which is progressing every year. Lviv region is one of those regions that has all the potential for the development of rural green tourism. The article presents the results of the analysis of green tourism in Ukraine and in the western region, strategic directions of development of the tourist sphere of Lviv region. The paper uses general and special methods for research and organization of green tourism: monographic, historical, abstraction and generalization, analysis, synthesis and comparison, system-structural analysis, problem-based approach, the study of statistics. The tourist resources of Lviv region that are used effectively are analyzed. The main directions of development of the tourism industry of Lviv region are identified, which has a significant potential, the rational use of which necessitates the attraction of innovative developments and investments. The development of tourism in the region requires a combination of numerous factors, namely: the availability of places of interest, the possibility of transport and infrastructure, safety of tourists and protection of their rights and more.

The article deals with reaserch of the development of balneological tourism in Ukraine. The theoretical and methodological bases of the territorial organization of balneo resorts and functioning of the institutions of balneological tourism are highlighted. The estimation of activity of sanatorium and spa establishments of balneological specialization is given. The present state of the development of balneological tourism in Ukraine is analyzed. The subject of the study is the development of the country's balneological tourism, its condition and place in the system of the sanatorium and health complex of Ukraine. The purpose is to analyze the development of balneological tourism, assess the infrastructure and activities of balneological institutions. Task: description of resource base and territorial organization of balneological tourism in Ukraine; assessment of the infrastructure of balneo tourism in Ukraine; the analysis of the activity of the institution of balneological tourism. Common scientific methods are used: synthesis and analysis - to determine the peculiarities of the development of balneo tourism in Ukraine, the tabular method - for the compilation and grouping of analytical data, the method of graphical representation of information - for generalization and popularization of statistical data, mathematical modeling. The results of the study confirm the reduction of the tourist inflow with the health-improving purpose in Ukraine, the reduction of balneological tourism establishments, and the reduction of the quality of services provided in these institutions. Conclusion: insufficient development of the market of balneological tourism in Ukraine, ineffective use of resource potential, weak level of material and technical base.

The purpose of the paper is to identify the main problems of reforming the mechanism of state support for the development of tourism in Ukraine. Method. The research uses the method of statistical research, methods of comparison, analysis and synthesis, the method of generalization. Research results. The state of development of tourism services in Ukraine is analyzed. The assessment of certain phenomena and processes in the sphere of tourism is given. The key trends in the development of the tourist services market are identified. Some aspects of the mechanism of state support for the development of tourism in Ukraine are described. Factors of formation of tourist potential of Ukraine are shown. The scientific novelty is to determine the key trends in the development of the Ukrainian market of tourist services and the priority directions of the state policy of stimulating the development of tourism. The practical value of the work is to justify the priority directions of the state policy of stimulating the development of tourism, which can be taken into account when developing the State Target Complex Program. Proposals for the improvement of tourism development support instruments can be used by state authorities and management within the limits of the existing powers.

Nowadays, tourism is among the most important socio-economic sectors of the world economy, so the urgency of the problem under investigation is due to the need for sustainable development of tourism in Ukraine. The purpose of the article is to develop recommendations for the sustainable development of tourism in the world and in Ukraine, in particular, in the Carpathian region. To the leading methods of research problems of the article include the analysis of theoretical sources, analysis of statistical data, comparison. The article examined the essence of tourism, its categories, nature and factors of sustainable tourism development, studied the development trends of tourism in the world, analyzed the development of tourism in Ukraine and the Carpathian region, made the comparison of the indicators of tourism development in Ukraine and in other countries, identified problems of sustainable tourism development in Ukraine, ways of their decision are developed. The materials of the article have practical value for ensuring the sustainable development of tourism in Ukraine, in the Carpathian region or at the level of other regions of the country.

The research is centred on rural tourism and its socio-economic effects on the local community of Hlabisa located adjacent to the Hluhluwe-iMfolozi Park, investigating and disclosing the socio-economic conditions, tourism activities, rural tourism models/ strategies, community participation and challenges faced by the local community and businesses in the area. The socio-economic conditions include employment, income, education, quality of life and other relevant infrastructure contributed by rural tourism to the local economy of Hlabisa. According to Ivanovic et al. (2009) rural tourism can develop rural economies by providing new economic activities and employment. The research was guided by five research objectives: (1) To determine the socio economic well-being of the local community of Hlabisa, i.e. employment, income, skills development, entrepreneurial opportunities; (2) To determine level of tourism development and the nature of tourism activities taking place in the Hlabisa area; (3)To determine the level of community participation and representation on tourism activities taking in Hlabisa; (4) To ascertain rural tourism strategies / rural tourism models in place to empower the local community of Hlabisa socially and economically? (5) To ascertain the challenges / obstructions faced by the rural community and tourism entrepreneurs of Hlabisa? The research problem of the study seeks to investigate the extent to which the wellbeing of the local communities of Hlabisa is being empowered or changed for the better socially and economically through the game park and tourism development inter alia. The Rural Tourism Strategy (2012) states that between 10-15 million South Africans live in areas that are characterised by extreme poverty and underdevelopment. “There is limited integration of local communities and previously neglected groups into tourism, inadequate tourism education, training and awareness and lastly lack of infrastructure, particularly in rural areas” (Rural Tourism Strategy 2012). Moreover, what triggers the researcher’s curiosity is that while seeing and knowing that there is quite a number of tourism activities taking place in the study area but the extent to which those activities affect the livelihood of the surrounding rural communities economically and socially is unknown. The concept and literature were matched or tested in line with the identified themes which were as follows:  Socio-economic conditions;  Rural tourism models (strategies);  Community participation and representation in tourism;  Tourism activities; and  Challenges / obstructions faced by the local community and businesses in the area. The study was anchored around the Integrated Rural Tourism (IRT) development model “with emphasis on co-planning, learning and participation which originates from the Global North” (Saarinen and Lanao 2014). This model was relevant to this study because “it discusses key challenges of rural tourism development especially related to the integration of the tourism industry and rural communities in developing countries and overviews the applicability and conditions of the IRT framework as a potential approach for rural tourism development in the developing world” (Saxena et al. 2007). The study employed a qualitative research approach, with the following tools or instruments used to collect data i.e. questionnaires, unstructured interviews with open ended questions and focus groups. The questionnaires were analysed using the Atlas.ti 8 Data Analysis Software in order to enhance reliability by applying the rules built into the programme. The information analysed included employment, income, education, quality of life and other relevant infrastructure contributed by rural tourism to the local economy of Hlabisa. The software provided tools that helped with transcription analysis, coding and text interpretation, recursive abstraction, content analysis and discourse analysis. The outcomes from the interviews indicate that the majority of the local community respondents are happy with the economic opportunities presented by tourism development in the area. The majority of respondents indicated the community participates in tourism planning and development activities in the area. There are structures in place such as Co-management boards in the Hluhluwe-iMfolozi Park and, Local Community Committees and Community Trust that represent communities in decision making processes in relation to tourism. However, the key challenges that emerged from the findings were that the majority of the locals employed in tourism occupied low paying positions, with grade 08-12 and no tourism qualifications. This means locals do not have the necessary qualifications and skills to qualify to be employed in Senior Management positions in the tourism establishments in the area. The lack of a tourism qualification, training and skills would prohibit locals to progress up the ranks to become managers who earn higher salaries and be in a position to make key decisions about tourism in the area. On the other hand, the small family run tourism business cited access to capital and incentives, markets access, road access, lack of training programmes, unreliable electricity and water supply among the main challenges they face in the area of Hlabisa which affects their growth and revenue. Recommendations arising from the study include but are not limited to the following: The local and district municipality, provincial and national government tourism institutions should consider providing bursaries to the youth and scaling leanership programmes in Hlabisa in order to have greater reach and impact in advancing the careers of the local people in the local tourism industry. The Hluhluwe-iMfolozi Park should put in place a sound educational programme to improve the education of the local people of Hlabisa so that they can advance to high ranking positions in order to earn high income. The small businesses in the area of Hlabisa should enter into joint marketing agreements with one another, travel trade, destination marketing organisations in order to increase tourist volume and revenue but also to meet tourist demand in the interim. In addition, the local, provincial and national tourism institutions should put in place sound tourism dedicated incentives and capital to assist small tourism business businesses to grow and expand their businesses to enable these small tourism businesses to employ more local people and pay them high income

The purpose of the article is to outline the range of problems associated with the functioning of the tourism sphere of Ukraine in the conditions of martial law, and to determine promising directions for its development in the post-war period. The following research methods are used to achieve such purpose: theoretical synthesis, analysis, abstract and logical – to identify problems of the functioning of the tourism sphere of Ukraine; survey – to reveal the opinions of the respondents regarding the state and possible prospects for the development of tourism in Ukraine; graphic – for a visual presentation of survey results. The article is devoted to topical issues of organizing tourist flows under martial law. Economic losses in the field of tourism as a result of the war unleashed by Russia on the territory of Ukraine are outlined. The emergence of new types of tourism in the conditions of war has been proven. An author’s study was conducted on how military actions in Ukraine in 2022 affected the tourism sector. It was established that the majority of respondents consider rest during the war to be permissible (as a result – support of domestic tourism entities, improvement of the psycho-emotional state of the population, increase of the working capacity of the population, etc.); tourism will develop intensively after the victory of Ukraine, as our country will become a popular location for foreign tourists; and domestic tourism will become the most popular. The obtained survey results are highly representative and allow for a reliable analysis of public attitudes of the population regarding the need for rest during the war in Ukraine, the positive role of the tourism sector on both the social and economic development of Ukraine, and the restoration of the psycho-emotional state of a person during the war. In addition, attention is focused on the need to ensure the safety of tourists when organizing trips, and possible directions for the activation of tourism in the future are outlined. The war made adjustments to the development of tourism, which was already “going through” difficult times due to the COVID-19 pandemic, because the number of tourists decreased significantly, logistical problems arose with the organization of tourist trips, and part of the domestic tourist routes became dangerous, and in some places impossible to carry out. However, the tourism sector has significant potential, the use of which will contribute to the replenishment of community budgets, the restoration and preservation of people’s physical and mental health.

At the present stage of tourism development in the world, the ecological tourism is one of the priority directions of sustainable development of the territories. Ecological tourism in Ukraine is at an initial stage of its expansion, but due to the existing natural and recreational resources of the country, this type of tourism has all the chances to become one of the main types of travel and create all conditions for improving the socio-economic situation of the population. The subject of the research is the prospects for the development of ecological tourism in Ukraine on the basis of the existing resource base. The goal of the paper is to substantiate the state and the prospects of the development of ecological tourism in Ukraine. The objective: to define the essence of the concept of "ecological tourism", to analyze the current state of the development of ecological tourism in Ukraine, to consider the features of regulatory and legal regulation of ecological tourism, to determine the prospects for the development of ecological tourism.In the article general scientific methods are used such as the analysis - for the research of separate components of ecological tourism; synthesis – to combine individual facts; statistical method – for the processing of statistical information and for qualitative evaluation of data; method of induction and deduction – helps to draw conclusions based on existing facts; systematic approach – for a holistic study of the prospects of ecological tourism relative to external factors of influence. The following results were obtained: on the basis of the analysis, the theoretical aspects of the concept “ecological tourism”are investigated, the necessary resources for the development of ecological tourism in the country are identified and the main prospects for the development of ecological tourism of Ukraine are determined. Conclusions: the prospects for the development of ecological tourism reflect the positive effect of ecotourism in Ukraine, which indicates the importance of its organization and development in the domestic tourist market of the country.

The issues of activity of enterprises of the tourism sector in conditions of quarantine restrictions are investigated. The thesis about the relevance of developing a number of anti-crisis measures that would help stabilize the development of these enterprises is substantiated. The aim of this work is to study the issues of stabilizing the functioning of enterprises in the tourism sector under quarantine conditions. The article presents the thesis that the tourism industry is considered one of the most dynamic industries in the world economy and international trade in services. In the modern world, tourism is economic activity related to the movement of a person outside the permanent place of residence, his recreation with health improvement, raising the level of culture and education. The author of the article states that over the past two decades, the indicators of the development of the tourism sector have been characterized by positive indicators, the number of countries participating in international tourism has expanded, and the scale of tourist arrivals and international tourist receipts has grown every year. Unfortunately, the coronavirus pandemic has made significant adjustments to the functioning of the tourism sector at all levels (global and regional). Indeed, the coronavirus pandemic, which began in China at the end of 2019 and spread throughout the world, has become the biggest challenge and threat to all countries since World War II. The article substantiates that this negatively affected the inbound and outbound tourism markets on a global scale. Thus, the uncertainty of the further development of the situation, the occurrence of obstacles to the normal implementation of travel, restrictions on movement, the concern of mankind to preserve their own health and safety have caused the crisis and an increase in the volume of losses of travel companies. The focus of the article is concentrated on the analysis of the negative consequences of the aggravation of the epidemic situation for the world economy. The article emphasizes that for each country it is extremely important to take a number of measures to minimize the consequences of quarantine restrictions on the activities of tourism enterprises. Within the framework of this study, the author emphasizes that the main criterion for the restoration of the tourism sector should be the achievement of an optimal balance between security, health and economic interests. The article proposes recommended measures to stabilize the tourism sector in Ukraine and minimize losses as a result of the pandemic. The complex of such measures includes: – continuation of the policy of canceling the obligations to pay income tax and VAT for accommodation facilities, catering; – government support and stimulation of domestic rail and air traffic (government subsidies for the cost of tickets); – gradual introduction of permission to organize open terraces, sites for cafes, restaurants (while maintaining all the necessary safety measures for health protection); – аctivation of measures for digital transformation of the domestic tourism sector; – introduction of a transparent mechanism for the use of funds received in local budgets from the tourist tax exclusively for the development of domestic tourism and related infrastructure. The authors emphasize that today there is no doubt about the need to activate the processes and measures to overcome the harmful effects of the pandemic on the tourism sector of the domestic economy. We emphasize that the nationwide implementation of all anti-crisis levers, consistency and consistency in the implementation of all measures will contribute to their speedy stabilization of the development of tourism entities and their achievement of the level of economic efficiency of their activities. Keywords: tourism, tourist flows, quarantine, epidemic risks, pandemic, Covid-19, «Roadmap for the competitive development of tourism in Ukraine», development of the tourism sector.

The paper deals with justifying the importance of the tourism industry as an effective component of the development of social, cultural, economic, political spheres of a region and a country. The purpose of the paper is to investigate the current state of the tourism sector in Ukraine; identify major problems of the tourism sector; suggest effective ways of its further development. It is proved that the development of tourism services, both domestically and internationally, requires high quality of such services and search for ways of its effective functioning. The paper touches upon the role of tourism in the economy, current state of tourism operations, distinguishes factors influencing the development of this industry. The object of research is the tourism industry in Ukraine. The subject of the study is the current state of the tourism industry in Ukraine: problems of development and ways of improvement. The methodology of the study is based on using such methods as scientific abstraction, analogies and theoretical generalization – to study theories regarding tourism sector in Ukraine, determination of its role in the economy; system analysis – to study current state of domestic tourism sector; graphic method – to represent visually the theoretical and practical results of the research; structural-logical – to construct the study logically; theoretical generalization – tohighlight the specific features of tourism industry improvement process on both regional and state levels. The study covers main indicators of tourist industry development in Ukraine as well as analysis of tourist tax revenue and tax payments to the state budget of Ukraine. The paper also explores the main problems that hinder the effective development of tourism in Ukraine, particularly in environmental, social, economic, political spheres which need to be addressed. The factors that reduce the volume of foreign tourist inflow to Ukraine and negatively affect the active promotion of the tourism product are identified. The paper proposes ways of improving the socio-economic development of both the tourism sector as well as the region and the state as a whole. The article emphasizes the creation of a positive image of Ukraine as a tourist state and this process should be based on the infrastructure modernization of tourism, resort, and recreational spheres. Among the effective ways to improve the tourism business efficiency in Ukraine, the article proposes stimulation of travel companies to promote inbound tourism, which will help to generate high profits and replenish the state budget regularly. Based on the results of the study, the main ways of solving tourism sphere issues in Ukraine and active promotion of tourism services should be: improvement of regulatory-legal framework for development of tourist and recreational services in Ukraine; close cooperation of authorities with scientific organizations; stimulation of domestic tourism development; state support of social tourism through the development and improvement of appropriate national programs which will guarantee e benefits for setting up of tourism businesses; investments in tourism industry development; facilitation of competitive advantages development; improvement of tourism safety; participation in international tourism industry development programs. Furt her research will revitalization of tourism in Ukraine is one of the high priority directions of domestic economy development. Solving problems that currently hinder tourism development will increase economic income to the state budget. Taking into account the fact that Ukraine has a strong tourism and recreation potential, active promotion of the tourism product will increase employment levels and create conditions for rapid economic development. Stimulation of travel entitiesfor inbound tourism development will generate high profits not only for tourism industry but also other sectors of the economy and the country. That is why development of effective strategic plans and improvement of regulatory framework can enhance Ukraine's tourism image, accelerate the tourism industry, and increase budget income.

The article presents principled approaches to the development of tourist destinations, primarily due to the investment component. The need for the development of rural and green tourism destinations in order to solve the problem of disproportions in the socio-economic development of rural areas and diversification of the rural economy is justified. It is shown that the development of rural and green tourism destinations is closely interrelated with environmental issues, to which attention is focused not only at the state, but also at the global level. Popularization of the development of rural and green tourism in Ukraine will allow not only to solve the environmental problems of the regions, but also to become one of the directions of diversification of the rural economy, since tourism, according to the statistics of the World Council on Tourism and Excursions and the World Tourism Organization, is the largest dynamic industry in the world. The suspension of business activity of a large number of tourism business entities led to the loss of their competitive positions, and for some to further exit from the market. To restore their functioning, it is necessary to attract investment resources, as well as to develop appropriate support programs at both the regional and national levels. Investments in tourism activities will contribute to the further effective development, first of all, of the Ukraine regions. The specifics have been analyzed and the main directions of investment attraction in the field of tourism have been determined. Considering the rather low investment activity in the tourism sector, and especially capital investments in the development of the tourism sector in rural areas, it is advisable to intensify the cooperation of business entities with specialized funds, venture capital companies and other institutions, in particular with the Fund for the Development of Rural Areas. The possibilities of solving the problem of attracting financial resources for the financing of tourism projects have been determined. The main factors influencing the development of rural and green tourism are highlighted. A generalized action plan for the development of rural and green tourism is proposed. According to it, it is necessary to solve the tasks set in the direction of investment support for the development of rural and green tourism, increase the efficiency of management, organize partnerships with state authorities, develop quality standards for rural estates of Ukraine, improve the qualifications of subjects of tourist activity and create a marketing plan for the development of rural and green tourism.

This paper is focused on the research of formation of the retreats concept for young people in the conditions of health tourism development in Ukraine and Moldova. The article analyzes the basic concepts and types of classifications of retreats, examines the experience of European countries in the field of organizing retreats. The state and prospects of non-traditional forms of health tourism on the example of Ukraine are analyzed, as well as scientific research on the formation of the concept of retreats. As a result of the work was formed the concept of retreats on the basis of research conducted by survey method, it was found that the most popular type of retreat for young people is adventure retreat. For the purpose of research and analysis of new directions of tourism in Europe and in the world the Report of Global Wellness from Institute Grand View Research was examined, confirming the relevance and demand for new forms and types of health tourism. This research will contribute to the development of health tourism in Ukraine and the Republic of Moldova and the solution of the main problems identified in the official document of the Cabinet of Ministers of Ukraine "Strategy for the development of tourism and resorts in Ukraine until 2026" and also in Moldova in the National Tourism Development Program "Tourism 2026" for the years 2022-2026. Based on a comprehensive analysis, the concept of retreats for youth in the development of health tourism in Ukraine and Moldova was formed, which involves the organization of events aimed at stimulating adventure and active lifestyle, as well as promoting personal development and teamwork.

The article proves that modern globalization challenges create unique opportunities for the recovery of rural green tourism, outlining the prospects for its attribution to strategically important sectors of the national economy on the grounds of priority, resilience and responsibility. However, achieving such results is impossible without appropriate organizational and economic provision for the development of infrastructure of enterprises of rural green tourism, where the State-based levers and instruments play a special role, because due to the sudden, unprecedented drop in demand, the travel and tourism sector will require, first of all, financial incentives with regard to support and recovery. The article is aimed at determine the potential for the recovery of green rural tourism in the conditions of COVID-19 as an instrument for the renovation of the agrarian economy. It is specified that the development of normative and legal provision for the activation of economic activity in the sphere of rural green tourism is a basic condition for the formation of a legal framework for the development of this type of tourism and attraction of investments in this industry. The main determinants of infrastructure development of rural green tourism in Ukraine have been identified and priority measures for the development of rural green and gastronomic tourism in rural areas for the future period are proposed. According to the authors, the active development of rural green tourism in Ukraine necessitates the following: carrying out an analysis of the current system of railway communication between cities and adjusting it to the tourist map of the country; increasing the level of responsibility of carriers for their activities and create conditions for safe passage through the territory; to carry out repairs not only of nationally important roads, but to maintain local roads in good condition as well; improving the quality of road infrastructure, with a focus on placing the appropriate identifying signs for both historical tourist sites and objects of rural green tourism; increasing the efficiency of the State regulation in this sphere. Prospects for further research are to determine the feasibility of implementing the world experience of recovering the tourism industry, particularly rural green tourism.

Introduction. Ukraine has all preconditions for innovation-driven development of domestic and overseas tourism. Increasingly growing needsand demands of tourists have causeda constant search of new types of tourism products and the best positions in the tourism market.Problem Statement. The economic factors are the most significant ones for ensuring innovation-driven development of tourism and for building a capacity for tourism industry growth, but, at the same time, they are a problem (because of low personal income and standards of living, as well as a low demand of foreigners for tourism services in Ukraine).Purpose. To study the main problems and to identify prospects for innovation-driven development of tourism industry as one of major trends in Ukraine’s economic development.Materials and Methods. The following methods have been used: the abstract-logical method to define the main aspects and to make conclusions of the research; the dialectic method to analyze the research and publications reflecting different views on innovation-led development of tourism industry; the comparative method to analyze the indexes affecting the development of Ukraine’s tourism industry,the number of tourists served by tourism operators and tourism agencies by the types of tourism; the correlation method to determine the relationship between the indexes of tourism development and the indexes of Ukraine’s economic development.Results. The authors have discussed the problemsof innovation-driven development of Ukraine’s tourism industry in terms of economic, political, ecological, institutional, and technological factors of growth. They have evaluated the impact of these factors on tourism industry. The study has characterized the cost structure of the tourism entities in terms of services of third-party organizations involved in the creation of tourism products. The correlation between the standards of living (GDP per capita) and tourism flows has been established. The authors have identified promising trends in innovation-driven development of tourism in Ukraine. The use of correlation matrix has allowed determining the fact that the level of domestic tourism development and the capacity for involving foreign citizens in the context of the country’s tourism attractiveness depend on economic factors, in particular, onGDP per capita.Conclusions. The number of Internet users showing digital skills and the ability to use online-services of this industry is an important factor of the impact on innovation-driven development of the tourism sector. Global stress related to the Covid-19 pandemic has become a stimulus for the development of new technologies based on computerization, automation, and robotization.

Today tourism is considered one of the promising areas of socio-economic development of the country, regions and cities. After all, the tourism industry generates 11% of the world's gross domestic product, and the tourism industry - 4.2%. Analysis of the situation in Ukraine shows that the tourism industry is gradually developing, although not characterized by stable growth. So, if in 1997 our country was visited by 337 000 foreign tourists, in 2003 - 591 000, and in 2004 - 436 000 foreign tourists. A similar fluctuation over the years in the number of tourists is typical for domestic tourism. At the same time, in our country there are all the prerequisites for the development of tourism: historical, geographical, natural, economic, socio-demographic. Accordingly, the causes of instability are a number of problems that slow down the development of tourism in Ukraine and hinder the development of the tourism industry.
 The modern development of Ukraine and its regions is ensured through the creation of effective management of industries at all levels of government with the delineation of local powers in this area. The development of the tourism sector, outlining priorities and ways to address this issue also opens up great opportunities for the country. The transformation of Ukraine into a world-renowned tourist state requires coordination and control over the activities of sectors of the economy on which the quality of tourist services, transport services, trade, creation of souvenirs, publishing, and advertising propaganda depends.