TOURISM INDUSTRY OF UKRAINE: PROSPECTS FOR REVITALIZATION IN THE POST-WAR PERIOD

Abstract

Introduction. The article explores the prospects for the revival of Ukraine's tourism industry in the post-war period. Analyzing current challenges and opportunities, the article examines key factors that will influence the sector's recovery, including infrastructure reconstruction, security assurance, and the rebranding of Ukraine's international image. The study refers to successful models of tourism recovery in post-conflict countries, assessing their adaptability to Ukrainian realities.

Purpose. The aim of the article is to explore the development of domestic tourism as a foundation for the industry's revival and preparation for the return of foreign tourists. Priority areas of state policy and private sector initiatives for stimulating tourism recovery are defined, with an emphasis on sustainable development principles and opportunities for digital transformation. The conclusions present a strategic vision for rebuilding Ukraine's tourism potential as an important component of overall economic revitalization and the rehabilitation of the national image in the post-war period.

Research methods are based on a comprehensive approach combining general scientific methods. The primary method is systems analysis aimed at assessing the tourism industry as an integrated system under post-war recovery conditions. It is complemented by a systematic analysis of international experience in tourism revitalization in post-conflict countries and statistical methods for analyzing the dynamics of key industry indicators.

Results. The study found that the post-war revitalization of Ukraine's tourism industry requires strategic reformation based on international experience. Key results include the rationale for transitioning from mass tourism to niche models, such as cultural-historical, rural, and ecological tourism, with a focus on safety and authenticity. Mechanisms for public-private partnership for infrastructure reconstruction, integration of digital technologies, and development of special loyalty programs for foreign tourists are proposed. It is emphasized that the success of recovery will depend on the synchronization of efforts by the government, business, and the public, particularly through the creation of clusters and promotion of the "Peaceful Ukraine" brand on international markets.

Keywords: tourism industry, post-war recovery, domestic tourism, sustainable development, infrastructure, development strategies, tourism branding.