EUROPEAN EXPERIENCE OF PRODUCTIVE TOOLS FOR THE DEVELOPMENT OF THE TOURISM BUSINESS OF UKRAINE

Abstract

The article researches the current state of the tourism industry in the realities of war. Problems with sea recreation, in particular the lack of access to the Black and Azov coasts, were noted. The structure of the workload of enterprises in the service sector for the period from 2015 to 2022 has been demonstrated, in which there are almost no changes. It is noted that the average workload of all enterprises in this sector reached the level of 82%. An analysis of hotel occupancy in different parts of the country was conducted, as a result of which it was found that the hotels and hospitality industry of the Western Regions from the second half of 2022 has almost one hundred percent occupancy, caused by a large flow of internally displaced persons and relocated businesses and entrepreneurs who also needed accommodation for a long time . At the same time, the article notes the critical state of tourist facilities in other regions. A reduction in business traffic in the country, in particular in Kyiv and Odesa, was noted: by 43% and 78%, respectively. At the same time, it was emphasized that it was precisely in these cities that a significant tourist flow for the entire country took place. A third of travel agencies have been liquidated since the beginning of hostilities. The problems facing the tourism industry were identified, one of them being the outflow of qualified personnel. It is suggested at the state level to consider all available means to stimulate return to Ukraine and work in the hotel and restaurant sector. Among such possible mechanisms, preferential taxation, provision of certain social packages and social support, special lending conditions for housing, and others can be specified. The article states that legislation in the field of tourism needs immediate updating and inclusion in the European system. To restore the tourism industry in the post-war period, our hotels and restaurants must meet the best global standards of service and quality of service. For this purpose, the article examined the experience of the countries geographically closest to Ukraine, namely: Poland, the Czech Republic, Slovakia and France. World experience shows that successful management in this area can be achieved with the help of various strategies and tools.