ENHANCING TOURISM POTENTIAL OF UKRAINE: WORLD’S BEST PRACTICE AND DOMESTIC REALIA

Abstract

This paper seeks to explore the tourism potential as a broad multifaceted concept that covers a range of natural recreational, cultural, historical, organizational and economic indicators that lay the foundation for the development of different types of tourism and the tourism industry overall. The study identifies a set of indicators contributing to the national tourism potential realization and development which specify the geographical location, historical, spatial, natural, economic, political, legal, environmental, demographic, social, cultural, infrastructural, technological, organizational, managerial, innovative and human resources potential. According to the selected indicators, Ukraine has great prospects for boosting its tourism potential, so a SWOT analysis has been delivered. Given the due regard to each of the SWOT analysis component consideration (strength, weaknesses, opportunities and threats of the Ukrainian tourism sector), a conclusion was made that the long-term development of the national tourism should rely on the following critical elements: ensuring investment and innovation in tourism and hospitality; enhancing the transport industry support; training of qualified personnel; normalization of the political, economic and legislative climate; digitalization of communications, etc. that will facilitate effective performance in the tourism sector. It is argued that implementation of innovations and progressive European standards in providing guest and recreational services are crucial in developing a competitive national tourism sector in the international market environment. Among the key strategic goals in enhancing the tourism potential of Ukraine by 2026 are the following: creating a quality tourism product based on effective marketing activities; effective and integrated use of existing tourism capacities and its potential by addressing the issues of nature management and environmental protection as well as improving the tourism infrastructure; updating technical resources and materials; ensuring the compliance between price and quality of tourist products by building a framework to optimize the organizational and economic structure of small and medium-sized businesses, granting tax holidays, green corridors, etc. The study also provides insights into the system of training and advanced training of specialists in the area of tourism and resort management. The findings demonstrate that according to the assessment of tourism and resort development indicators in Ukraine, the current potential in the national tourism sector can ensure raising the flow of international tourists arriving to Ukraine, increasing the number of tourism business entities, growth of revenues to local budgets from tourist tax payments as well as to the consolidated government budget of Ukraine from tourism activities, increasing the number of jobs in the tourism sector along with boosting the number of domestic tourists and holiday makers.