SOCIO-ECONOMIC EVALUATION OF THE EFFECTIVENESS OF THE TOURISM SECTOR IN THE REGIONS OF UKRAINE

Abstract

The article conducts a socio-economic evaluation of the efficiency of the tourism sector in the regions of Ukraine. It identifies the main problems and opportunities that arise in this industry under conditions of full-scale war, necessitating rapid adaptation and the definition of new strategic development directions. It is determined that despite significant potential opportunities, the tourism sector has faced a series of serious internal and globalization challenges. These include economic instability, the COVID-19 pandemic, war, insufficient infrastructure development, and the absence of an effective strategy that would ensure stable development of the studied sector. The analysis characterizes how these limiting factors affect the sector's ability to contribute to the economic growth of territorial communities. Special attention is given to domestic tourism, which shows growth due to a significant decrease in international travel due to military actions. Domestic tourism has proven to be a viable, adaptive component of the economy, providing regions with additional income and helping maintain socio-economic stability. The article uses a combination of quantitative and qualitative research methods, allowing for an assessment of the multiplicative impact of tourism on the economy of the regions. It is determined that tourism not only directly increases income from primary activities but also induces additional economic impact through adjacent sectors. It is established that the effectiveness of the tourism sector largely depends on political stability, as well as the ability of the government and regional authorities to develop and implement targeted policies and programs. It is recommended that to increase the competitiveness of regions, it is important to focus on developing comprehensive strategies that consider environmental, cultural, and social aspects. Despite existing challenges, tourism remains a powerful channel for socio-economic development for Ukraine, but it requires adaptation to changed conditions and targeted management to realize its full potential.