DEVELOPING DOMESTIC TOURISM IN THE CONTEXT OF THE NEW REALITY

Abstract

The relevance of fostering domestic tourism in the current landscape rests on its capacity to fortify economic resilience and foster the growth of indigenous enterprises. Moreover, domestic tourism serves as an avenue for citizens to explore their native land amidst the dynamic global backdrop characterized by phenomena such as pandemics and hostilities.  The purpose of the scientific article is to delve into the multifaceted dimensions of domestic tourism growth amidst the evolving political, socio-cultural, and economic landscape. Its objective is to meticulously scrutinize prevailing trends within domestic tourism, delineate the factors shaping its trajectory, and formulate strategic propositions to bolster this pivotal sector. The methods used in the research process included the analysis of literary sources to define the concept and role of domestic tourism and the analysis of statistical data to assess the impact of war. Additionally, the utilization of generalization to evaluate measures and the application of systematization facilitated the identification of priority actions for restoring the tourism industry in Ukraine. The study indicates that, due to the war in Ukraine, there has been a swift surge in domestic tourism, particularly in regions not impacted by the conflict. To mitigate the negative impacts of the war on the tourism industry, measures are proposed, including promoting alternative routes and attracting investors to rebuild infrastructure. Attention should be paid to developing new tourist destinations and launching travel support programs for various population groups. During the research, it was determined that the war in Ukraine has severely impacted domestic tourism. Combat operations in the eastern and southern regions paralyzed tourism there, with safety concerns, heritage damage, and economic hardships exacerbating the situation. Despite challenges, tourism development continues, requiring measures like timely risk communication, infrastructure rebuilding, and new product development. Thus, emphasizing alternative tourism, like health and ecotourism, is crucial for recovery.