DIGITAL INNOVATIVE TECHNOLOGIES IN THE FIELD OF TOURISM IN UKRAINE

Abstract

The purpose of the article is to analyses the main innovative digital technologies in the tourism sector of Ukraine. The study of innovations in the tourism industry of Ukraine is an extremely important area for improving and expanding tourist customer service services at the present stage and after our Victory. In the process of writing the article, the methods of observation, theoretical research, comparison, generalisation, and forecasting were used. Various methods of analysis have made it possible to identify the main relationships and predict the further development of tourism in Ukraine. The article examines the state of innovative development of tourism in Ukraine, which operates in difficult conditions caused by both the difficult economic situation due to limited funding and the war. The article analyses innovative technologies in the context of their implementation in the tourism industry. In an inseparable connection with the socio-cultural function of the innovation space, the process of digitalisation of tourism activities and its role in the tourism industry through the prism of attracting tourists are described. The modernisation processes in the tourism industry, which contribute to the emergence of new forms, are substantiated: "tourism without borders", "tourism of ideas", etc. It has been found that in the context of innovative development, in addition to traditional forms, modern ways of interaction between tourist locations and society in the format of 3D technologies with creative video shows, panoramic projections, virtual realities, animatronics appear. The media interest in Ukraine, which can be converted into a tourist brand after the war, is studied. Due to the severe destruction of infrastructure, housing, and businesses during the war, it is difficult to make long-term forecasts - many factors remain unknown. It is predicted that after our victory, inbound tourism will recover sooner, and there are prerequisites for this, but there is a need for high-quality marketing campaigns to encourage foreigners to visit our country. As for outbound tourism, the main factor here is the speed of economic recovery and the rebuilding of airports. In any case, tourism will continue to develop, as people's desire to travel remains even in the most difficult circumstances. Today, Ukraine has become a symbol of resilience and defiance of Russian aggression, an example of courage and strength of spirit in defending its freedom and independence. Millions of people around the world know about Ukraine and support Ukrainians. Many have developed an interest in our history, traditions and values. So after our Victory, when the airports open, we can expect a large flow of tourists. Even today, there are already individual tourists travelling to Ukraine by rail and road. That is why we need to modernise the tourism industry and develop new services as soon as possible to ensure the growth and sustainable development of the tourism industry.