PRIORITIES AND SCENARIOS OF DIVERSIFICATION OF INTERNATIONAL TRADE IN TOURIST SERVICES ON THE BASIS OF DIGITAL TRANSFORMATION

International trade in tourism services is an important component of the global economy, providing a significant share of the gross domestic product of many countries. However, today's global challenges, including economic fluctuations, pandemics, wars, geopolitical tensions and climate change, require travel companies to constantly adapt and innovate. In this context, digital transformation, which is actively implemented in all spheres of the economy, is a key factor that contributes to the effective development and diversification of international trade in tourist services. The article examines the priorities and scenarios of diversification of international trade in tourist services in the conditions of digital transformation. The importance of digital technologies as a key factor in increasing the competitiveness and adaptability of tourist services to global challenges is substantiated. An econometric model is proposed that assesses the impact of digitalization, economic and geopolitical risks on the dynamics of international trade in tourist services. Three main development scenarios are defined: optimistic (digital breakthrough), basic (sustainable growth) and pessimistic (regionalization and digital inequality). Prognostic conclusions for EU countries and Ukraine are made, the need for investments in digital infrastructure and regulatory changes to support diversification is emphasized. Developed countries of the European Union are actively innovating in the tourism industry, developing the infrastructure to ensure the effective provision of digital tourism services. Digital platforms, blockchain, big data and other technologies are important elements in the strategic development of tourism in the EU. Ukraine has the potential to develop digital technologies in tourism, but currently significant challenges lie in ensuring the availability of technologies, infrastructure development and investments in digital transformation. State policy in the field of digital economy and tourism needs further improvement. The obtained results can be used to form strategies for the development of tourist services and increase the efficiency of international trade.