НАПРЯМИ МОДИФІКАЦІЇ ТРАДИЦІЙНИХ ТА РОЗВИТОК НОВИХ ВИДІВ ТУРИЗМУ В КОНЦЕПЦІЇ СТАЛОГО ТУРИЗМУ

The modern tourism market is undergoing significant transformations under the influence of globalization, technological progress, digitalization of the economy, and the growing focus on sustainable development. The relevance of developing new types of tourism is justified by the need to adapt the tourism sector to global challenges and transformations related to climate change, urbanization, increasing anthropogenic pressure, environmental preservation, and ensuring the sustainable socio-economic development of tourism destinations. Purpose of the Study. The aim of the article is to provide a scientific justification for the modification of traditional and the development of new types of tourism that align with the principles of sustainable development and create prerequisites for forming a responsible and conscious tourism environment. Object of the Study. The research focuses on emerging types of tourism that arise in response to societal changes, technological innovations, and the need for environmentally responsible travel. Research Methods. The study employs methods of system analysis, comparative research, analysis of tourism trends, and content analysis of scientific and analytical sources. Research Hypothesis. It is assumed that modifying traditional and emerging new types of tourism is a natural response to contemporary challenges, and their further development will contribute to harmonizing the economic growth of the tourism sector with environmental and socio-cultural aspects. Main Findings. The study examines current trends in the development of new types of tourism in line with the concept of sustainable development. These trends demonstrate the recovery of the tourism sector after the COVID-19 pandemic, an increase in international tourist flows, and rising revenues for travel and tourism market participants. However, economic and geopolitical challenges continue to pose significant risks to the sector in 2025. The paper analyzes key factors influencing the transformation of traditional tourism practices and the emergence of new travel formats aimed at minimizing negative environmental impacts, supporting local communities, and preserving cultural heritage. The study identifies and categorizes modified and newly emerging types of tourism, including digital, ecological, emotional, individualized, and integrated tourism, according to the principles of sustainable tourism. The research highlights the importance of expanding tourism opportunities considering sustainable development, climate change adaptation, digitalization, and evolving tourist needs. The proposed approaches contribute to the harmonious development of the industry and the integration of tourism into the global economy. Originality and Practical Significance. The study expands the scientific understanding of contemporary tourism trends, which is useful for shaping tourism policies, developing new tourism products as marketing objects, and adapting business models to market changes. Conclusions and Prospects for Further Research. The findings confirm the necessity for the tourism industry to adapt to new challenges and shifts in consumer preferences. It is summarized that modifying traditional types of tourism involves integrating new technologies, focusing on sustainable development, and adapting to rapidly changing conditions (environmental, economic, social). These transformations not only help maintain the popularity of classical tourism forms but also enhance their efficiency and adaptability in new realities. The newly emerging types of tourism reflect economic and societal changes driven by technological innovations, environmental shifts, new social trends, and individuals’ desire for new opportunities for self-realization and recreation. Further research may focus on the study and development of marketing strategies for tourism types relevant to modern Ukraine, such as veteran tourism, volunteer tourism, dark tourism, creative tourism, cultural heritage tourism, and others.