STRATEGIC DIRECTIONS FOR SUSTAINABLE TOURISM DEVELOPMENT THROUGH PUBLIC-PRIVATE PARTNERSHIPS: NATIONAL CHARACTERISTICS AND MANAGEMENT OBJECTIVES

The tourism industry plays a crucial role in the economic and social development of nations, contributing to job creation, regional growth, and cultural heritage preservation. However, in the context of Ukraine, the ongoing military conflict has significantly affected tourism, created new challenges and necessitated innovative approaches to sector recovery. One of the key strategies for overcoming these difficulties is the implementation of public-private partnerships, which can facilitate investment, infrastructure development, and the sustainable management of tourism resources. This study investigates the strategic directions for sustainable tourism development in Ukraine through the application of public-private partnerships mechanisms. The research focuses on the impact of war-related challenges on the tourism industry and explores how collaboration between government authorities and private enterprises can ensure its resilience and long-term growth. The main objective of the study is to identify and to analyse key management strategies, national characteristics, and policy solutions that can enhance sustainable tourism under crisis conditions. Methodology. The research methodology is based on a systematic review of academic literature, case study analysis, and expert evaluations of public-private partnerships projects in the tourism sector. A qualitative approach was employed to examine existing tourism policies, legislative frameworks, and international experiences of public-private partnerships implementation. The study also integrates a comparative analysis of successful partnership models in conflict-affected regions to derive practical recommendations for Ukraine. Key Findings and Conclusions. The findings highlight that public-private partnerships can play a transformative role in revitalizing Ukraine’s tourism industry by mitigating financial risks, facilitating investment in infrastructure, and fostering innovation in tourism management. The study identifies several strategic directions, including developing resilient tourism infrastructure in safe regions through public-private investments; enhancing marketing strategies to rebuild Ukraine’s image as a tourism destination; leveraging digitalization and smart tourism solutions to attract international visitors; strengthening legislative and regulatory support to improve the effectiveness of public-private partnerships in tourism. The study concludes that public-private partnerships is a crucial mechanism for sustaining tourism growth during and after wartime, as it enables the efficient allocation of resources, promotes innovation, and fosters stakeholder collaboration. By implementing targeted policies and investment incentives, Ukraine can accelerate the recovery of its tourism sector and ensure long-term sustainability. These insights provide valuable guidance for policymakers, tourism enterprises, and scholars aiming to design effective strategies for tourism recovery under crisis conditions.