MODERN TRENDS IN THE ORGANIZATION OF TOURIST TRAVEL IN THE CONTEXT OF DIGITAL TRANSFORMATION AND SUSTAINABLE DEVELOPMENT

Abstract

In the 21st century, the tourism industry is undergoing profound changes driven by digital transformation and the growing relevance of sustainable development. This article explores modern trends in the organization of tourist travel, with a focus on the integration of digital technologies and the increasing demand for environmentally responsible, individualized, and experience-oriented tourism. The COVID-19 pandemic significantly accelerated the shift in tourist behavior, underlining the importance of safety, personalization, and domestic travel. The study highlights a marked increase in interest toward wellness tourism, eco-tourism, gastronomic experiences, and rural or local tourism formats that prioritize authenticity and sustainability. In this context, sustainable tourism has emerged not just as a trend but as a core strategic direction for the industry’s future. The scientific novelty of this research lies in its systemic analysis of how digital transformation intersects with sustainability principles in shaping modern travel formats. The paper presents a classification of current travel models, including dynamic packaging, smart tourism, and inclusive travel solutions. This article aims to offer practical insights into the development of competitive, consumer-centered tourism services in Ukraine. Key components of modern travel organization are identified: market research, personalized product development, multichannel digital marketing, logistical optimization, and after-sales support. Moreover, the rise of augmented reality applications, virtual travel platforms, and big data analytics illustrates the growing impact of smart technologies in enhancing travel experiences. Particular attention is paid to inclusive infrastructure that supports travel opportunities for families, seniors, and people with disabilities. The article concludes with recommendations for tourism professionals and policymakers in Ukraine: strengthen digital capacities, promote responsible tourism principles, invest in inclusive infrastructure, and adopt proven international models while adapting them to local contexts. In an era of global uncertainty and rapid technological change, the ability to align innovation with sustainability will define the success and resilience of the tourism industry.