UKRAINE’S INTERNATIONAL IMAGE AS A FACTOR IN THE POST-CRISIS RECOVERY OF THE TOURISM INDUSTRY

Abstract

The article examines the impact of Ukraine’s international image as a strategic vector for the post-crisis recovery of the tourism industry amid global competition and contemporary security challenges. It is well established that a state's international image is an important intangible asset that directly influences the country’s tourism attractiveness, the level of trust among foreign tourists, investment activity, and competitiveness in the global tourism market. The essence of the tourism image is defined as a complex system of perceptions shaped by international communications, the media environment, digital platforms, the security situation, and cultural diplomacy. The study analyzes the main strategic directions for building a positive international image of Ukraine, including the development of digital marketing, the implementation of innovative technologies, the promotion of the national tourism brand, participation in international tourism exhibitions, and integration into global communication networks. Particular attention is paid to MICE tourism as an instrument of state business branding and strengthening international reputation. It has been established that hosting international conferences, exhibitions, business forums, and congresses contributes to the formation of a positive image of Ukraine as a modern, open, and innovative European state. The influence of regional differentiation of Ukraine’s tourism potential on the formation of territorial image has been investigated, and promising areas for the development of cultural, memorial, ecological, and solidarity tourism have been identified. Considerable attention is devoted to the processes of European integration, cross-border cooperation, and Ukraine’s participation in EU cultural and tourism programs. It is proven that an effective image policy, combined with the modernization of tourism infrastructure, the development of sustainable tourism, and international cooperation, can ensure the long-term recovery of Ukraine’s tourism industry and strengthen its position in the global tourism space.