Algorithm of tourism development in Ukraine in the post-war time on the example of the city of Kyiv as a capital destination

The formation of a tourism development strategy at the national and regional levels will contribute to the reproduction of the spiritual and physical strength of people, the preservation of historical heritage, the development and convergence of cultures, the creation of new jobs, and improving the quality of life of the population [7, p.59-74].

Along with these arguments, we can name the factors that can contribute to the development of the hotel business:

Despite the positive developments in the field of tourism and the hotel business, the following problems remain urgent today:

There are a number of problems and shortcomings that require an integrated approach for their immediate solution. These are: a catastrophic decrease in green areas, since building plots are formed precisely at the expense of green areas; the development of the historical sites of the district takes place without taking into account the architectural features of a certain territory that have developed over a long historical period; the absence in the structure of the regional state administration of the department for tourism, hotel management and resorts; the need to strengthen control over the observance of the sanitary condition of the streets and the proper appearance of historical and cultural monuments in order to create an attractive sightseeing image of the area for tourists; to resolve the issue of parking tourist and excursion transport near the sightseeing objects of the Kiev-Pechersk Lavra and 6 museum institutions operating near the Lavra and near the Dnepr Hotel; lack of a tourist information center in the area.

However, despite the deepening of the current crisis in the tourism sector, and the practical destruction of tourism in the southern directions of Ukraine, the tourism potential of our country remains quite high. In general, on the territory of our state there are 170 thousand monuments, 65 historical and cultural reserves, 6 cultural sites of the UNESCO World Heritage [4, p. 377-390].

The Ukrainian tourism industry attracts tourists with the curative waters of the Lviv and Transcarpathia regions, the mountain entertainments of Bukovel, the historical sites of the Poltava region, the salt mines of the Donetsk region, the healing mud and seaside resorts of the Kherson and Odessa regions. Before the war, in 2021, Ukraine entered the ranking of the best tourist countries in Europe. In particular, it has been recognized as one of the best states for hiking trips.

The main regions that attract Ukrainian tourists are conditionally safe regions: Lviv region, Ivano-Frankivsk region and Transcarpathia. There is a great demand for trips to the Carpathians. Recently, sightseeing tours to castles and museums have begun to resume, which, due to martial law, did not work for a long time. There is a growing interest in excursions around the Kiev and Poltava regions [10]. Gradually open children's camps. They mainly operate in the western part of Ukraine - in Lviv, Ivano-Frankivsk and Transcarpathia.

As for sea recreation, for obvious reasons it is not available. In such conditions, domestic tourism has features associated with permits and restrictions in force during the war in the relatively safe western and central regions of the country. They should be taken into account not only by tourists, but also by travel companies. Formation of routes taking into account the location of bomb shelters. Tour operators and guides who make excursion routes should take into account that in case of air danger, bomb shelters should be available to tourists. Planning tourist trips in accordance with the curfew.

In order to maintain law and order under martial law, a curfew has been established in all regions of Ukraine. As a rule, it is valid from 23.00 to 05.00. That is why planning from the wastelands or visiting certain locations should take place with this requirement in mind. Compliance with prohibitions, which include walks and excursions near critical or military infrastructure, holding public events, visiting forests, reservoirs and mountain routes in different regions of Ukraine, resting in frontline zones and traveling through territories that are or were under occupation.

External tourism in war also has its own characteristics. The majority of Ukrainians travel abroad not to rest, but to evacuate from dangerous territories where hostilities continue. In addition, the sky over Ukraine is completely closed, which makes it difficult to travel to other countries. However, with the beginning of the season, external tourism began to recover somewhat.

The most popular among Ukrainians are evacuation flights to Bulgaria, which is due to free accommodation in hotels for Ukrainians offered by this country. Flights to the sea to Turkey, Egypt, Spain, Tunisia also began to resume.

In Croatia during the war, tourism practically ceased. After its completion, he again revived. This was facilitated by a massive PR campaign of previously unknown regions of this country. Croatia has some geographical features. In particular, it includes more than a thousand islands, known for their cleanliness and environmental friendliness. Thanks to the successful advertising of the beach locations of this country, the whole world learned about it. To date, Croatia has become a popular destination for many tourists around the world, which has significantly affected the country's economy. About 15% of GDP is generated by tourism.

Israel, despite the constant war with Palestine, retains its tourist status. Tourism is fully adapted to the war. Moreover, today it is a key sector of the economy. 6% of the population is employed in tourism [6, p. 126-131]. Constant conflicts reduce tourism revenues, but the economy hardly feels it. This is facilitated by the special structure of GDP formation, when income from one industry is able to compensate for the losses of another.

Georgia after the war with Russia became known to the whole world. The Department of Tourism and Resorts recognized that the growth of investment in this industry has brought the country to a new world level. Of course, the war in Ukraine has no analogues in modern history, so it is impossible to draw a correct analogy with any of the countries that survived the military conflict and revived tourism. It should not be forgotten that the fighting in Croatia, Israel or Georgia was not as destructive as in our country. What happened to the tourist market of Ukraine did not happen in any country, so its resuscitation will be special.

It is necessary to take care of the resumption of the tourism industry in Ukraine today. To this end, we propose the following steps: The post-war renewal programs developed by the Ukrainian government also include tourism. Preparation of a large-scale advertising campaign for foreign markets. Ukraine should be perceived not only as a place of hostilities, but also as a safe location for travel. Development of tourist programs for places of military glory of the Armed Forces of Ukraine. The whole world already knows about our state.

After the end of the war, many tourists will want to see the places where the fighting took place. Restoration of tourism infrastructure, which cannot be done independently by other countries and international organizations. Promotion of nonstandard and potentially successful formats: ecotourism, urban culture, etc. Opening of national offices of Ukrainian tourism in the developed countries of the world [11].

All this is accompanied by factors that characterize military operations, shelling, air raids, air raids, rocket attacks, and so on. This state of affairs at the moment does not contribute to the activation and development of tourism.

Solving these problems requires attracting investments. The financial policy in the field of tourism and hotel business should be flexible and carried out by attracting funds from private firms, charitable and public organizations, foreign investment, subsidies, etc. [9]. Economic relations of all interested enterprises involved in reconstruction, construction, investment should be regulated by state executive authorities.

The model for the formation and implementation of the tourism development strategy is formed by three stages, shown in fig. 1.

So, based on the results of the study, it is possible to propose strategic directions for the development of Kiev as a tourist destination:

- Carrying out a comprehensive reconstruction of the material and technical base of the tourism sector and areas of the historical center by attracting investments and budgetary funds;