Tourism and hospitality industry development in the Ukrainian economics strategy of post-conflict reconstruction

Abstract

The article is devoted to improving the vectors of strategic development of the tourism and hospitality industry in armed conflicts and post-conflict recovery and optimizing possible measures to coordinate the activities of major players in the tourism and hospitality industry to justify trends in further postwar recovery. The negative consequences of the armed conflicts in the sphere of tourism and hospitality are systematized, the main obstacles to the development of inbound tourism in modern realities are identified, the state and features of tourism in Ukraine in military and postwar realities are studied. It is noted that the development of tourism in Ukraine was negatively affected by the events of 2014, which in 2022 due to full-scale invasion had a very negative impact on the tourism business and hospitality industry, which requires the development and implementation of anti-crisis measures by Ukraine. Currently, domestic tourist flows in Ukraine are expected to decrease, and the reason for this is the decline in the purchasing power of citizens due to the military conflict and the impact on the economy and social sphere of the country. Emphasis is placed on the fact that there are many countries in the world when, after large-scale hostilities, the tourism industry was rapidly recovering and developing. The experience of post-war restoration of tourism in the countries affected by the wars: Croatia, Cyprus, Georgia, Israel is analyzed and the use of these countries experience in the restoration of tourism in Ukraine is proposed. It is noted that the tourism industry and the hospitality industry should be the locomotive of the postwar economic recovery of Ukraine. The fact is emphasized that a fundamental renewal of Ukraine’s tourism branding is needed, which will be based on the safety and protection of tourists, as well as the formation of the image of a safe country.