STRATEGIC DIRECTIONS OF ORGANIZATION OF TOURISM AND HOTEL AND RESTAURANT BUSINESS IN FRONTLINE REGIONS DURING THE PERIOD OF POST-WAR RECONSTRUCTION
Abstract
The article explores strategic approaches to the restoration of the tourism and hotel and restaurant business in the front-line regions of Ukraine in the post-war reconstruction period. Given the large-scale destruction of infrastructure, loss of labor resources and changing market conditions, the authors emphasize the need to form a multi-vector model of industry transformation. Particular attention is paid to digital transformation as a key tool for competitiveness, which includes the following areas: implementation of AI solutions, service automation, development of personalized tourism products and digital marketing. The article also considers the issue of security, which is a critically important factor in building trust in tourist regions, as well as the role of the local cultural context in creating unique offers. Based on analytical data from DART and international research, the positive dynamics of tourist fees, the activation of domestic tourism, and the growth of the number of registered market players are outlined. The following directions for modernizing the industry are proposed: building digital ecosystems, forming a new personnel policy, launching startups in tourism, attracting grant funding, and developing public-private partnerships. It is concluded that the comprehensive implementation of the proposed strategic directions will allow for the formation of a sustainable, adaptive, and safe model for the development of the tourism and hotel and restaurant business in the front-line regions of Ukraine. These mechanisms should be integrated into national post-war recovery programs, taking into account the development priorities of the regions. The process of restoring the tourism and hotel and restaurant business in the front-line regions of Ukraine should be based on strategic planning that combines security, digital, organizational, and cultural and social components.
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Copyright (c) 2026 Анастасія Безхлібна, Світлана Журавльова, Тетяна Кукліна, Сергій Цвілий, Марина Бєлікова
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