Actual problems of innovative economy

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Strategic context of sustainable tourist development in Ukraine

УДК: 338.48


Моісєєва Наталія Іванівна
доктор економічних наук, доцент, завідувач кафедри ЮНЕСКО «Філософія людського спілкування» та соціально-гуманітарних дисциплін,
Харківський національний технічний університет сільського господарства
імені Петра Василенка, ORCID ID: 0000-0001-6349-7892
Крупіца Ірина Вікторівна
кандидат економічних наук, доцент, доцент кафедри туристичного бізнесу та рекреації, Одеська національна академія харчових технологій,
ORCID ID: 0000-0003-1438-5039
Байрачна Оксана Костянтинівна
старший викладач кафедри туристичного бізнесу та рекреації, Одеська національна академія харчових технологій, ORCID ID: 0000-0003-2401-3685
Павлюк Світлана Іванівна
кандидат економічних наук, доцент кафедри готельно-
ресторанної справи та організації бізнесу, Миколаївський національний аграрний
університет, ORCID ID: 0000-0001-9093-5237

The article examines the strategic development of the tourism sector in Ukraine under COVID-19, analyzes the main quantitative and qualitative trends. It is outlined that the development of the tourism sector in Ukraine in pandemic conditions, on the one hand, caused the intensification of domestic tourism, on the other hand, it is asymmetric, the most developed ones are amateur tourism and local travel to the city and rural tourism. As a result, the activities of travel agencies have declined sharply.

Despite the fact that there is a domestic solvent consumer, travel companies simply cannot offer them adequate travel services in price and quality and comparable to foreign counterparts. Without significant capital investments and their effective development, the tourism industry of Ukraine cannot develop. After the end of the pandemic, it is predicted that a solvent Ukrainian tourist will switch to foreign tourism in masse. It should be concluded that domestic travel companies, some local attractions use the benefits provided by the pandemic not for the further development of their activities, but for short-term revenue growth. This is especially true for travel agencies and accommodation facilities on the coastline of the Azov and Black Seas.

As for the tourist zone of the Carpathians, the tourism industry is actively developing and the quality of services is constantly improving, new tourist and excursion programs are being developed. Thus, the main results of the development of the tourism industry in the last two years were the increase of domestic tourism, the creation of additional jobs, the general rise of the economy of the regions of the coastal zone and the Carpathians. As before, the vast majority of regions of Ukraine make very little use of their tourism potential. A comprehensive program for the development of domestic tourism in Ukraine should be proposed and implemented. The second direction is the active involvement of foreign tourists. At a time when most host countries are closed to tourists (especially in Asia, and for Asian countries – in Europe), it is necessary to offer new tourism products, adapt existing ones for new types of tourists and improve their quality. It is necessary to offer a comprehensive approach to managing the functioning of the tourism industry in each region.

Keywords: tourism, tourism market under pandemic, domestic tourism, the formation of a competitive tourism product, an integrated approach to tourism development.


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The article was received 14.02.2021