THE NATIONAL TOURIST ORGANIZATION OF UKRAINE AS A FACILITATOR OF SUSTAINABLE DEVELOPMENT OF THE TOURISM INDUSTRY AND ECONOMIC GROWTH

Abstract

Ukraine is in a state of protracted economic, ecological, social and political crisis, which is aggravated by the consequences of the global pandemic and military aggression – this negatively affects every resident of the country in the form of psycho-emotional, economic and social pressure, so it is necessary to use the principles of sustainable development in all spheres of activity, in particular economy and health care. There are trends of increasing global environmental and related problems, as well as a decrease in the competitiveness of the national economy and the image of Ukraine on the international market. The situation in Ukraine and in the world, in particular, can be improved by revising the goals of socio-economic development, forming a new philosophy of consciousness, rationalizing the structure of needs, priorities and ways of human activity. So, it is necessary to develop a set of measures that will be able to stabilize the existing situation. The transition of consumers to the concept of thoughtful consumption, on the one hand, and the environmental awareness of the subjects of tourism activity, on the other hand, should gradually become part of modern society, as well as a component of the strategy of enterprises in various industries, in particular tourism and hotel and restaurant, since this creates conditions for strengthening competitive advantages and economic growth based on the use of the principles of greening and sustainable development. The article determines the foreign experience of sustainable development initiatives, highlights the main goals of the World Travel and Tourism Council, defines ecological tourism as a promising direction for the sustainable development of tourism and related industries, proposes a model of comprehensive development of national tourism. The contribution of tourism to the overall supply of goods and services within the framework of the national economy has been analyzed; the methodology for the inventory of recreational and tourist resources has been proposed with a further assessment of the infrastructure’s state, the availability of locations, the identification of the most attractive tourist spots; the role of the National Tourism Organization of Ukraine in the sustainable development of the tourism industry and economic growth has been defined.