POST-WAR RECOVERY AND MODERNISATION OF THE TOURISM SECTOR IN UKRAINE: CHANGE MANAGEMENT STRATEGIES IN THE CONTEXT OF ACCELERATING EUROPEAN INTEGRATION

Abstract

The relevance of this topic is due to a number of factors. The war has caused significant damage to Ukraine's tourism sector, destroying infrastructure, causing casualties and significantly reducing the flow of tourists. Restoration and modernisation of the tourism sector is an important task for the post-war reconstruction of the country and stimulation of its economic development. European integration is an important aspect in the development of domestic tourism. Ukraine is interested in intensifying relations with the European Union in the tourism sector, which brings a number of benefits, including significant foreign investment, increased tourist flows to Ukraine, development of domestic infrastructure, replenishment of state and local budgets, improvement of the quality of tourism services, etc. Ukraine is seeking membership in the European Union, which will open up new opportunities for tourism development. In order to take advantage of these opportunities, the Ukrainian tourism sector must meet European standards. At the same time, the expectations of tourists are constantly changing, so the country's tourism sector must adapt to these changes to remain competitive. The war in Ukraine has not only caused terrible destruction and human suffering, but has also opened a new window of opportunity for the country's accelerated European integration. The European Union has clearly demonstrated its support for Ukraine by granting it candidate status in June 2022. This topic is relevant for a wide range of stakeholders, including: The Government of Ukraine, which is responsible for creating a favourable environment for tourism development and for implementing the strategy of post-war reconstruction of the tourism sector; tourism enterprises, which must adapt to the new conditions and innovate to remain competitive; local communities, which can benefit significantly from tourism development; and academic communities, which can help in the development and implementation of tourism development strategies. Thus, the restoration and modernisation of the domestic tourism infrastructure and its successful European integration process are important tasks.