STRATEGIC DIRECTIONS FOR THE DEVELOPMENT OF URBAN TOURISM IN RIVNE

The problematic aspects of the development of urban tourism in Rivne are outlined.The typical problems of tourism development in Rivne are insufficient quality of service and shortcomings in the work of tourism industry institutions, low level and limited effectiveness of tourism advertising in the city, insufficiently developed city infrastructure, low profitability of tourism enterprises, small sales of domestic tourism products, limited information about the town, limited stay of sightseers and tourists within the city, lack of a documented tourism development strategy for Rivne, new tourist routes are not being developed actively enough and limited number of magnet sites.The SWOT analysis made it possible to identify the key weaknesses and strengths, threats, and opportunities for urban tourism development in Rivne.The prospects for the development of urban tourism in Rivne are determined.It is substantiated that in the perspective development of tourism, Rivne can be considered as an important transport hub.The city's tourism infrastructure needs significant modernization to meet European Union standards and improve service delivery.The use of Avangard Stadium will help create competitive advantages for the regional tourism product.The author emphasizes the need to pay attention to the availability of relevant and exciting tourist information on web resources, to collect and process statistical data on urban tourism through traditional and alternative channels, and to analyze them.Strategic directions for the development of urban tourism in the city of Rivne have been developed, which are practical and can become the basis for the formation Vda a perspektivy 10(41)2024