FEATURES OF THE APPLICATION OF MARKETING TOOLS IN THE TOURISM SECTOR

It is substantiated that tourism is one of the sectors that contributes to global economic growth and plays a crucial role in the world economy. The dynamics of international tourist arrivals across world regions in 2019–2024 are analyzed, along with the indicators of tourist tax and tax revenues from the tourism sector in Ukraine in 2021–2024. The paper examines current trends and strategic directions for the recovery of the tourism industry, with particular emphasis on the application of digital marketing tools. It is argued that the integration of innovations in marketing is a key prerequisite for the sustainable development of the national tourism market in the context of globalization. This integration ensures effective engagement with target consumer segments, enhances the recognition of tourism products, stimulates demand in both domestic and international markets, and lays the groundwork for the sustainable development of tourist destinations amid global competition.