TOURISM MARKET IN UKRAINE: STATE AND CHALLENGES IN MODERN WORLD

Abstract

This article examines the tourism market in Ukraine, the current state and the problems of today. In the modern world, tourism is considered as one of the most profitable sectors of the world economy, it has an intensive development. This is evidenced by the share of the world's gross national income attributable to it (about 10 %). As one of the most lucrative businesses in the world, tourism is one of the most important sources of budgeting. The development of international tourism ensures an increase in the competitiveness of countries and regions as a result of the creation of new jobs, an increase in the standard of living of the population. Tourism influences the preservation and development of cultural potential, leads to the harmonization of relations between different countries and peoples, plays an important role in solving social problems. It has been determined that the tourism industry is important for the development of Ukraine, but its role in the countries differs due to the influence of a number of factors. Threats, problems, tendencies, challenges, risks and subjects have been identified as the main factors in the development of tourist activity in Ukraine. It is noted that the further development of tourism in Ukraine will ensure the realization of the socio-economic potential of the state in the short-term and strategic perspective. Influencing key sectors of the economy, tourism is increasingly becoming one of the most important indicators of socio-economic development of both individual regions and the country as a whole. But with the spread of the coronavirus, the travel industry is at risk. Analyzed statistical data on the number and cost of sold tour packages, the number of served tourists, and so on. It should be noted that during the pandemic, it was tourism that suffered more than other industries, including due to border closures, air travel bans, quarantine measures, and the like. At the same time, author underlines the historical resilience of tourism and the ability to create jobs in the aftermath of crises, while also highlighting the importance of international cooperation and ensuring that this sector becomes a central part of recovery efforts. Practical proposals for overcoming the crisis are presented, the implementation of which will reduce the level of negative impact of the consequences of the pandemic on the economy of the tourism industry in Ukraine.