THE CURRENT STATE OF THE TOURIST INDUSTRY OF UKRAINE AND THE PROSPECTS OF ITS INTEGRATION INTO THE EUROPEAN UNION

Abstract

The purpose of this article is to assess the modern market of the Ukrainian tourism industry and to highlight clear prospects for the integration of Ukrainian tourism into the European Union.

Methods of research. When writing the article, general economic and scientific research methods of the tourism industry were used, namely: survey, questionnaire, structural-logical analysis, graphic method, tabular method, expert method, grouping method.

Presentation of the main material. The current state of the tourism industry of Ukraine and the prospects of its integration into the European Union is a very relevant issue today, since the full-scale war that began in February 2022 fundamentally changed the entire tourism industry of Ukraine and put the entire tourism industry on a new vector of development, the basis of which is now laid travel safety of tourists, compliance with European standards and norms in a new format of development through the prism of European integration orientation. Today, Ukraine is trying to support its tourism industry and deepen economic, political and cultural relations with EU countries, as this will determine the effectiveness of the integration process of the state's development in the European space. The prospects of the integration of the tourism industry of Ukraine into the European Union are an important step in the post-war revival of the tourism infrastructure of our country. The country's administration supports and is interested in harmonious, deepened and intensified relations between Ukraine and the EU in the field of tourism, because the positive aspects are indisputable: an increase in tourist flows on the territory of Ukraine; maximization of investment capital; transition to European quality standards for the provision of tourist services; revival of domestic tourist infrastructure; filling state and local budgets.

Conclusions. As a result of the conducted research, we came to the conclusion that the Ukrainian tourism industry is a powerful branch of the economy that not only withstood the beginning of a full-scale war in Ukraine, but also began to revive at a rapid pace, implementing European quality standards to all national legislation. The support of the member states of the European Union is extremely necessary and important for the tourism industry of Ukraine. Cooperation of Ukraine with strategic partners in the field of financing, investments, improvement of socio-economic standards is a prerequisite and a stable factor in the process of European integration of the tourism industry of Ukraine in international globalization processes.

Keywords: tourism industry of Ukraine; integration; European Union; tourists; tour operators; synergistic effect; national legislation; tourism policy; strategic partnership; budget of Ukraine.