TOURISM POLICY IN THE CONTEXT OF WAR

Abstract

The article analyzes the transformation of Ukraine’s tourism policy in the context of full-scale war. Key challenges for the sector are identified, including infrastructure destruction, the loss of a safe national image, shifts in consumer behavior due to internal displacement, and institutional uncertainty. An assessment of the tourism sector’s financial performance for 2022–2024 demonstrates potential for recovery driven by increased tax revenues and sustained local demand. The article summarizes the main directions of Ukraine’s adaptive tourism policy: the development of domestic tourism, digitalization, international cooperation, and decentralization of governance. The international experience of post-war tourism recovery is examined, confirming the relevance of institutional support for "memory tourism" and regional initiatives. The study concludes that updating the national tourism strategy and integrating tourism into the country’s post-war recovery policy is essential.\