RURAL TOURISM IN UKRAINE: CURRENT TRENDS AND DEVELOPMENT PROSPECTS

Abstract

Rural tourism is an important component of the tourism industry that ensures the economic development of rural areas and contributes to the preservation of cultural heritage. In Ukraine, this type of tourism is gaining popularity, offering relaxation in nature, familiarization with local traditions, and authentic cuisine. Ukraine has significant potential for tourism development. Among the promising areas, rural tourism holds a special place, contributing to the economic and social development of rural areas and providing tourists with the opportunity to be acquainted with rural life, participate in traditional activities of local residents, and enjoy nature. Rural green tourism has seamlessly integrated into various spheres and sectors of public life over a short period. In many European countries, this activity receives state support, which promotes its development. This explains why the growth rates of rural green tourism increase each year, with the share of such trips in the overall structure of tourist services exceeding 20%. From the example of European countries, it is evident that green tourism is a key direction in solving the problems of rural communities. Itʼs reflected in the development of infrastructure, increased budget revenues, growth in the incomes of rural residents, higher employment levels, increased environmental awareness, and other aspects. Rural tourism represents a significant and evolving sector of contemporary tourism and recreational activities. Research by geographers, economists, cultural experts, sociologists, and other professionals indicates that the increase in participants since the mid-20th century is due to a variety of factors. Key among these are urbanization, shifts in consumption patterns in post-industrial societies, advancements in transport infrastructure, and growing interest in preserving natural and cultural environments. Rural tourism involves a set of activities focused on offering recreational and tourism services in rural settings. The primary providers of accommodation, food, and entertainment for tourists are rural families. Tourists are often housed in rural homesteads, including family homes or guesthouses located on private properties.