SYNERGETIC POTENTIAL OF HISTORICAL, CULTURAL, EVENT, AND RELIGIOUS TOURISM AS A STRATEGIC DRIVER FOR RESTORING THE TOURIST ATTRACTIVENESS OF SMALL TOWNS

Abstract

The development of tourism is recognized as one of the key drivers of sustainable economic growth and preservation of cultural identity in the context of globalization. For small towns in Ukraine, where the need for economic diversification and countering urban migration dominates, the tourism sector is becoming strategically important. The article examines the peculiarities of tourism development in small towns through the synergistic combination of three areas: historical and cultural, religious, and event tourism. Such a comprehensive approach contributes to the formation of a diverse and interesting tourism product in the region. Historical and cultural tourism acts as a constant resource base and foundation of authenticity, religious tourism ensures a stable and increased flow of visitors, and event tourism acts as a strategic catalyst, creating peak loads, generating the main economic income, and ensuring media recognition. Small, cozy cities in Ukraine have significant potential to become a real discovery for explorers and travelers. They provide an equally rich cultural experience: museums, architectural monuments, and other destinations can compete with the achievements of large tourist centers and megacities. As a result of the comprehensive combination of the types of tourism discussed, it is possible to increase the length of stay of travelers, diversify tourist flows, and improve infrastructure. Tourists who visit festivals or events stay in the region for a longer period, taking the opportunity to see local sights related to history and culture, as well as visit temples for religious purposes. By attracting different categories of tourists, the city does not become dependent on a single type of tourist, which increases its resilience to changes in external circumstances. The demand for the organization of appropriate conditions for a large number of event tourists actively stimulates the development of the hotel and restaurant business and the transport network, which will ultimately contribute to meeting the needs of all areas of tourism. The development of this industry is often hampered by a number of systemic problems: remoteness or inconvenient access to recreational areas, low popularity of certain types of tourism among the population, underdeveloped infrastructure, or basic tourist services. These are the challenges that Ukrainian cities face today.