ON THE ISSUE OF CREATING TOURIST CLUSTERS IN KHMELNYTSKYI REGION

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.

The aim of the study. To investigate the current state and prospects of the festival tourism development in the Khmelnytskyi region. The development of tourism, particularly festival tourism, is important for the economy of the country and territorial communities, as it ensures the growth of tourist flows and the development of infrastructure. Method. The research uses general scientific research methods, namely, general logical methods: comparison, analysis, synthesis, generalization and analogy. The methods of analysis, synthesis and generalization were used in the study of the cause-and-effect relationship growth of the tourist activity in the region due to the use and preservation of tourist objects, cultural and historical local communities' traditions. Using the method of analogy, the probable positive results of the development of festival tourism in the Khmelnytskyi region were evaluated. Results. Examples of the development of festival tourism in Khmelnytskyi region are demonstrated. The prospects for the development of festival tourism in the Khmelnytskyi region have been determined. The scientific novelty. The scientific novelty of the obtained results lies in the fact that the potential of using festivals in the field of tourism of the Khmelnytskyi region has been determined. The directions for the development of festival tourism in Khmelnytskyi region are described in order to activate domestic tourism and improve the image of the region at the international level. Practical significance. The article provides examples of the festival tourism development in Khmelnytskyi region. The strengths and weaknesses of festival tourism in the region are analyzed. The development of this type of tourism has many positive aspects: popularization of the native region, development of local infrastructure, receipt of funds to the budget, creation of new jobs, attraction of new tourists to other tourist locations. The article argues that the festival tourism development potential of Khmelnytskyi region is very rich and needs development. The obtained scientific results are used in the educational process of future specialists in the direction of training «Tourism», with the educational qualification «Tourism expert, organizer of excursion and animation activities» when teaching the disciplines «Organization of tourist trips», «Professional competences in tourism business», «Organization of tourist activities». The obtained scientific results are used in the educational process of future specialists in the direction of training «Tourism», with the educational qualification «Tourism expert, organizer of excursion and animation activities» when teaching the disciplines «Organization of tourist trips», «Professional competences in tourism business», «Organization of tourist activities». The obtained data can be used for conducting student practices.

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

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.

Pemuteran has tourism potential and stunning natural beauty. Pemuteran village communities have not been involved in tourism activities resulting maximum untapped tourist potential to the maximum, limited opportunity society are involved in tourism development, and creativity in tourism in the village. This research is objective to maximize the role of the community in various aspects of tourism development. The development of tourism is expected to: (1) empowering local communities; (2) diversification of rural tourism products; (3) demonstration model to develop green tourism; (4) produce a tourism product of high quality and competitiveness; (5) the development of a more responsible and sustainable tourism. Data were collected through observation, interviews, questionnaires, literature studies, and technical documentation. Data were analyzed using qualitative descriptive analysis of IFAS, EFAS, and SWOT. The strategy resulted in the development of green tourism as an effort to increase community empowerment in economic activity in the village of Pemuteran is green tourism marketing strategy; Strategy creation and development of green tourism products; Strategy commitment and development of community-based tourism development in North Bali; The strategy for improving the quality of human resources through the mastery of information technology and entrepreneurship; Waste management strategy together and independently; Infrastructure development strategy based tourism green tourism; Strategy green tourism travel packages in Buleleng. Advice can be given is the importance of the commitment in the development of tourism development in North Bali-based green tourism; the need for management of solid waste management; the need for the identification and development of a tourist attraction; importance of improving the quality of human resources that are highly competitive; the importance of increasing public participation in the planning, implementation and monitoring of tourism development in the region.

The sphere of tourism is one of the main industries that affects the general state and development trends of the world economy. Tourism is one of the top three industries in terms of generated income in the world. It is developing at a fast pace and occupies an important place in the world economy. The war going on in Ukraine today has no analogues in modern European history. It is difficult to make a correct analogy of the development of tourism in Ukraine in comparison with European countries and to assess the impact of the war on the tourism sector. During the war new challenges arise, which makes adjustments to the planning and development of tourist activities. Modern world trends in the development of the tourism sphere indicate the growing interest of tourists in recreation, which is directly related to nature. In Ukraine, there is a significant potential for the development of rural tourism thanks to various natural conditions and resources. Rest in the countryside is one of the promising directions for the revival and development of rural settlements. Rural tourism combines a number of resources that can make a tourist's vacation attractive and unforgettable. The article considers the current state of development of rural tourism in Ukraine, which suffered significant losses as a result of the large-scale war by the Russian Federation against Ukraine on February 24, 2022. The data on the direct damage to the infrastructure as a result of destruction caused by Russia's military aggression against Ukraine in the year since the beginning of the full-scale invasion are given. It is highlighted the main tasks regarding the implementation of measures aimed at the successful development of rural tourism in the conditions of war in Ukraine. The strengths and weaknesses, potential opportunities and threats are determined based on the SWOT analysis of the development of rural tourism in Ukraine. It is proposed a conditional division of the territory of Ukraine into six regions for the development of rural tourism in the war and post-war period. The main obstacles and prospects for the development of rural tourism in Ukraine are revealed.

Chernivtsi region faces numerous challenges in the tourism industry, including imperfect infrastructure, insufficient awareness of the region among foreign tourists, and fluctuations in economic and political conditions that affect tourist flows. The problem remains the unstable volume of foreign tourist flows, which directly affects the financial stability of local hotels, restaurants, and services. The study is designed to reveal the factors that shape these fluctuations and determine which aspects of development can support an increase in the number of foreign visitors in the region. The publication reveals the features of the development of foreign tourism in Chernivtsi region during 2000-2023. The main factors that had the greatest impact on the development of this type of tourism activity were identified. It was found that the largest decline in the number of foreign tourists was due to Russian aggression and the COVID-19 pandemic. The socio-economic and political instability in Ukraine also had a significant impact on the formation of foreign tourist flows. Analysis of the data obtained allows us to distinguish 2 periods of the impact of foreign tourism on the development of tourist services in the Chernivtsi region. The first period covers the period from 2000 to 2013. During this period of time, the ratio of foreign tourism to domestic was mostly higher than average values or close to average indicators. The smallest impact of foreign tourism during this period was observed in 2011, when the share of foreign tourists in relation to the number of domestic tourists was only 8.5%, which is 1.5% less than average values. In 2003, it was 9.5%, thus approaching average values. However, in 2006 and 2007, the greatest impact of foreign citizens on the development of tourism was observed. In these years, their number approached 20% (19.3% in 2006 and 19.7% in 2007) of the number of domestic tourists visiting the region. In other years, the share of foreign tourists relative to domestic ones was higher than the average values and fluctuated within 10-15%. The second period covers 2014-2020. During this time, there is a slight impact of foreign tourism on the development of tourism in Chernivtsi region. The main reason for these processes is the beginning of Russian aggression and, as a result, the deterioration of Ukraine's security image in the international tourism market. In 2014, the share of foreign tourists relative to domestic ones was only 4.0%, and in 2018 it decreased to 2.7%. However, already in In 2019, it reached 10.5%, thus exceeding the average indicators. Foreign tourism in Chernivtsi region at the given stage of development of the tourist complex of Chernivtsi region does not meet the potential opportunities. Only every 10th tourist in the region who used the services of tour operators and travel agents is a foreigner. The greatest impact on the insufficient development of foreign tourism in the region is the Russian aggression, which has been going on for almost 12 years. Its consequence was the formation of a negative security image of Ukraine in the international tourist market and, as a result, a reduction in inbound tourist flows. However, the presence of a powerful recreational and tourist potential, as well as the interest in the development of foreign tourism of authorities and entrepreneurs working in the tourism business, create favorable conditions for the restoration of this type of tourism activity in the post-war period.

The development of rural tourism in the Republic of Serbia aims to diversify the rural economy by reducing poverty, improving living standards, preserving the national cultural heritage, protecting the environment and promoting more balanced regional development. In accordance with its enormous potential, the development of rural tourism in the Republic of Serbia aims to contribute to the general development of tourism in the country. This paper aims to analyze macroeconomic developments in the Republic of Serbia during 2025, with special emphasis on key indicators of economic stability, such as gross domestic product (GDP) growth, inflation, unemployment, trade and investments. The analysis uses the latest data from the Statistical Office of the Republic of Serbia, the National Bank of Serbia, as well as relevant international sources such as the International Monetary Fund (IMF) and the European Commission. The goal of the analysis is to present a realistic picture of economic flows in Serbia during the observed year and to assess the conditions for sustainable development in the following period. Special emphasis was placed on the emergence and development of rural tourism as an activity of great importance for the economic revival of rural areas, the reduction of regional inequalities and the encouragement of local self-employment. The paper indicates that, despite global challenges and the influence of external trends, the Serbian economy showed a certain level of resilience in 2025. Moderate GDP growth was recorded, inflation was significantly reduced compared to previous years, while unemployment is decreasing, especially in the service and tourism sectors. At the same time, foreign direct investors are showing interest in new and sustainable branches of the economy, among which rural tourism is gaining an increasing role. The growth in the number of households that are actively involved in tourist activities in rural areas is particularly noticeable, which, together with the increase in the number of overnight stays and larger budget allocations, indicates a positive development trend. The analysis of rural tourism includes its economic effects on local communities, including increasing household income, creating new jobs, improving local infrastructure and reviving traditional crafts and agriculture. The analysis of rural tourism includes its economic effects on local communities, including increasing household income, creating new jobs, improving local infrastructure and reviving traditional crafts and agriculture. The analysis of rural tourism includes its economic effects on local communities, including increasing household income, creating new jobs, improving local infrastructure and reviving traditional crafts and agriculture. The paper also discusses institutional and financial mechanisms to support the development of rural tourism, including subsidy programs, grants, incentives for youth and women, as well as the opportunities offered by the IPARD funds of the European Union. The necessity of strengthening administrative capacities, better territorial coordination and digitization is indicated as a prerequisite for further progress. The conclusions of the work point to the need to improve a strategic approach to economic policy, which would include rural tourism as a priority area within regional development. The potential of this activity is not only in the tourist offer, but also in its ability to generate positive socio-economic effects through long-term sustainability, preservation of cultural heritage and improvement of the quality of life in rural areas. The paper ends with a set of recommendations for the improvement of existing policies and measures, as well as a call for greater intersectoral cooperation between the state, local self-governments, the private sector and civil society.

Background. Modern rural development in Ukraine necessitates innovative solutions, as communities face demographic decline and economic pressures. The implementation of tourism clusters has emerged as a promising mechanism for enhancing local resilience and strengthening cooperation among key stakeholders. Collaborative Ukrainian-Estonian initiatives carried out from 2021 to 2024 provide evidence of the positive impact of shared expertise, hackathons, and networking on shaping community-based tourism strategies. These projects underscore the increasing significance of tourism in diversifying rural economies and fostering a professional environment for sustainable regional development. Methods. The research methodology combined social and economic-organisational approaches, which allowed for a comprehensive assessment of communication processes and the potential for partnership interaction within rural communities. Primary data were collected through surveys (over 250 interviews) and a hackathon, which provided an opportunity to test hypotheses, evaluate the level of cooperation between stakeholders, and identify opportunities for forming tourism clusters. Results. This article discusses the modern transformations of rural territories within the context of the transition from a productive to a post-productive development model, as well as the role of tourism in these processes. It highlights the key characteristics of rural areas and examines the range of tourism and recreational activities that contribute to the attractiveness of rural spaces. It is shown that the development of rural tourism contributes to economic diversification, the preservation of cultural heritage, the strengthening of social cohesion, and an improvement in quality of life. At the same time, the sector's limitations are outlined, including its fragmentation, lack of competencies, and limited financial resources. Based on the results of stakeholder surveys and a practical hackathon in the Cherkasy region, key challenges and strategic opportunities for the development of rural tourism are identified. The effectiveness of a cluster approach for uniting businesses, communities, authorities, and educational institutions to create a competitive tourism product is demonstrated. The importance of international experience, particularly Estonian, for enhancing institutional capacity and the sustainability of regional tourism clusters is emphasised. The article offers strategic guidelines for the development of rural tourism as a tool for sustainable territorial development in Ukraine. Conclusions. The transformation of rural tourism is only possible through stable cooperation among all participants, based on mutual trust and respect. The cluster approach serves as a key mechanism for development, capable of ensuring economic diversification, preserving cultural heritage, strengthening social cohesion, and creating a competitive and sustainable tourist region.

This article considers the development of tourism and recreation activities in the cross-border regions of Northwest Russia and reveals general trends and features. Tourism is considered to be the current and future direction of social and economic development of the regions because of its attractive cross-border destinations. A number of measures are suggested to stimulate the development of tourism and recreation activities in the cross-border regions of the Northwest of Russia.

Background . Recreation and tourism activities at the local level belong to the priority areas of community development and the work of local self-government bodies. In today's difficult conditions, the effective organization of recreation and tourist activities at the local level contributes to the achievement of social goals and social standards, solving important problems of the local economy, creates conditions and opportunities for the development of small and medium-sized enterprises, determines the need to improve the institutional support of local self-government bodies. Therefore, the study of the main tools, methods, and means of organizing recreation and tourism activities at the local level is aimed at grounding the priority areas of increasing its efficiency, rational use of the resource potential of territorial communities, their integrated development. Methods . To obtain scientific results, methods of dialectical and formal logic were used – to study the essence of recreation and tourist activities in territorial communities; statistical methods – for data presentation; complex and systematic approaches – to study the conditions and results of cooperation of territorial communities in the area of recreation and tourism, as well as cluster activities, structural methods – to assess the existing processes of development of the tourism sector and determine their main problems, analytical and comparative methods, comparison – to study the directions of support and development of tourism entrepreneurship. Results . The essence and importance of recreation and tourist activities at the local level are grounded. The components and structure of recreation and tourist potential are investigated. The powers of local self-government bodies in recreation and tourism are studied. The features of using sectoral strategies and local target programs as the main tools for recreation and tourism activities of local self-government bodies are considered. The institutional-legal, organizational-managerial, social, financial-economic mechanisms for regulating the processes of implementation of strategies for the development of recreation and tourism are grounded. The state of use of public-private partnership in the area of recreation and tourism is investigated. A cooperation of territorial communities is defined as an effective form of realization of recreation and tourist activities. The role of tourist clusters is substantiated. The directions of support and development of tourism entrepreneurship are defined. Conclusions . Today, for the effective organization and implementation of recreation and tourist activities at the local level, it is necessary to expand the regulatory and legal support for the area of recreation and tourism to ensure the mutually agreed functioning of all participants in recreation and tourist activities, tools, methods and forms of its implementation.

Angantelu Traditional Village, with its natural and cultural riches, has great potential to implement green tourism as a sustainable tourism development strategy. Bukit Batu Belah, as one of the tourist destinations in this village, offers beautiful natural panoramas and opportunities for various environmentally friendly activities such as jogging and hiking. This research aims to examine the concept and implementation of green tourism as a new direction for the development of sustainable tourism in the Angantelu Traditional Village. A qualitative approach is used to understand the context, meaning and experiences of research subjects holistically. Data collection was carried out through in-depth interviews, observation and documentation studies. Data analysis was carried out using a qualitative approach, such as narrative and thematic analysis. This result showed that the implementation of green tourism in the Angantelu Traditional Village, especially in Bukit Batu Belah, has shown various successes and challenges. The green tourism policies and programs implemented have succeeded in increasing environmental awareness and active participation of local communities. Conservation efforts and land use regulations have helped preserve local ecosystems, while environmental education programs strengthen public and tourist understanding of the importance of sustainable tourism. However, the main challenges faced include a lack of coordination between stakeholders, environmental awareness that still needs to be improved, and conflicts of interest between tourism actors and the community.

The development of rural tourism is an important way to activate the economic power of the countryside and drive farmers to increase their income and entrepreneurship, and it is of practical significance to study the economic sustainable development strategy of rural tourism. Sanya's natural scenery and cultural heritage for rural tourism is a unique resource with broad development prospects. Therefore, to promote the development of rural tourism in Hainan, this study takes Meixi Village in Sanya as the research object and analyzes the advantages, disadvantages, opportunities, and threats of the development of rural tourism in Meixi Village in Sanya based on the SWOT model by reviewing the literature, and discusses and analyzes the many problems that exist in Sanya in the process of developing rural tourism. The results of the study show that the current prospects of rural tourism are good, Sanya should rely on the policy advantages and the actual local development of innovative rural tourism. This paper links theory with practice, aims to seek diversified ways to solve the problems of tourism economic development, and provides strategic guidance for the sustainable development of Sanya's rural tourism economy.

The articles aims to substantiate the socio-economic, environmental, historical and cultural role played by green tourism and its contribution to the implementation of Sustainable Development Goals based on current innovative trends and capabilities of tourism in the face of challenges posed by the ongoing crisis in global economy caused by the latest pandemic. The objectives of the research were to detail the theoretical, methodological and applied approaches to the development of green tourism, which is a market sector providing travel services. The definition of green tourism has been made more profound through connecting it with the Sustainable Development Goals, which is rather logical. The motivating factors for the development of green tourism have been analyzed taking into account the model of multifunctionality in agriculture and its importance in rural development policy. The nature of changes in the green tourism sector has been identified with respect to the peculiarities of the current global situation, when a pandemic is restraining the world tourism intensity, on the one hand, and is stimulating local tourism, on the other. It is worth adding that local tourism is mostly green and focused on the conservation of the environmental and natural resources, as well as sustainment of mostly rural areas. The research carried out shows that green tourism can become a driving force for economic growth in rural areas, a motivator for employment, a factor in preserving rural culture and traditions in a particular area. At the same time, the results of the research prove the existence of a link between green tourism and national economic, environmental, socio-cultural, intellectual, energy security due to the most typical development priorities of such tourism. On analyzing the experience of the countries that suffered the pandemic most, we have found some prospects for green tourism development. It is a new system of partnership between the state, business and civil society which can become an additional incentive to preserve the potential of green tourism. Thus, strategic guidelines for green tourism development based on institutional priorities, with the current economic crisis challenges in mind, have been designed.

The article is devoted to research of problems of state regulation of green tourism in Ukraine and its institutional development. The article defines the problems of development of green tourism as a form of entrepreneurial activity. The present state of the economic development of rural green tourism and the normative and legal peculiarities of its functioning are analyzed. The ways of development of green tourism as a balanced system of satisfaction of socio-economic needs of the society, protection of interests of future generations, ensuring of a qualitative environmental state of the environment and institutional development of the state are determined.