Strategic tasks of marketing for the tourist industry of Ukraine in search of new markets

Abstract

Since the beginning of 2022, the tourism industry of Ukraine has existed at the expense of domestic and outbound tourism. A return to the indicators of 2013 requires a reorientation of national and regional marketing policies, as well as business strategies to new target markets. Revival of domestic travel within safe areas and promotion of national/regional tourism product to global markets should become a marketing task at the war stage.

The purpose of this study is the formation of strategic marketing tasks for the tourism industry of Ukraine in search of new markets in the conditions of martial law.

A study of the state of the tourism industry in the regions of the country where there are no active hostilities showed that domestic tourism is gradually reviving and replenishing the budgets of communities, therefore it is necessary to create a list of destinations that develop and can develop tourism in their territories. In order to identify and form new tourist destinations, the work proposes to group the regions of Ukraine according to the criteria of tourism priority / level of risks, which will allow to determine the destinations in which tourist activity takes place, and will also help to determine priority tasks for them regarding the creation of local and regional tourist products.

The results of a survey of Ukrainians showed that almost half of them are ready to travel around the country regardless of the war, so there is a need to create conditions for the support and development of domestic (in the future, inbound) tourism, because it is they who fill the budgets of communities and increase the income of the tourist tax. For this purpose, the work analyzed the marketing measures that were taken to support the tourism industry in recent years. The conducted analysis made it possible to come to the conclusion that the support of domestic tourism occurs exclusively through the efforts of the communities where it develops, the representation of Ukraine on the international arena is already happening now, but it is not enough. The work defines the strategic tasks of marketing for the tourism industry of Ukraine in the search for new domestic markets, in the perspective of inbound tourism in modern conditions.