INNOVATIVE MODELS OF PROJECT MANAGEMENT

Abstract

This article explores the critical task of identifying investment and innovation priorities for the sustainable development of the tourism industry in the context of accelerating digital transformation, macroeconomic uncertainty, rising consumer demands, and intensifying global competition. The study highlights essential drivers of innovative capacity in tourism, emphasizing the strategic adoption of flexible project management methodologies—Scrum, Agile, Lean, and Kanban—that ensure adaptability, rapid response, and stakeholder engagement under complex and volatile market conditions. Special attention is paid to the integration of cutting-edge digital tools such as artificial intelligence (AI), the Internet of Things (IoT), customer relationship management (CRM) systems, virtual and augmented reality (VR/AR), blockchain, and big data analytics into both the operational and strategic layers of tourism governance and business models. Through a comparative analysis of international best practices in Germany and France and an assessment of Ukrainian cases, the article uncovers key similarities, national constraints, and structural barriers to the implementation of innovation-driven reforms. Statistically grounded forecasts reveal a compound annual growth rate (CAGR) exceeding 26% for global and European AI-driven tourism markets through 2030, underlining the sector’s growing investment potential. The paper identifies underutilized institutional, digital, and managerial reserves that can boost innovation readiness and investment attractiveness in tourism ecosystems. It substantiates the growing role of hybrid project governance models that combine traditional planning mechanisms with agile principles to enhance service personalization, operational sustainability, and organizational resilience. Practical recommendations are proposed for policymakers, destination managers, entrepreneurs, and investors focused on accelerating innovation-led transformation and fostering competitiveness in tourism-dependent economies, especially in emerging markets.