The Marketing Strategies for Activating Tourist Flows in the Mediterranean Region

The article examines the trends in the development of tourism in the Mediterranean region, which are aimed at the formation and promotion of a comprehensive tourism product through the implementation of marketing strategies, which include a wide range of tools for consumers to independently choose types of tourist services, territories and the provision of new innovative products by the Mediterranean leisure industry. It is noted that strategic marketing is implemented at different levels of tourism management: firstly, at the level of the international community, it allows developing long-term development priorities and forming a single strategy for sustainable progress in the leisure industry; secondly, at the level of State policy, the use of strategic marketing opportunities makes the process of regulating tourism activities more effective, determines tourism development priorities and the development of target programs; thirdly, at the level of company management, marketing is the basis for developing a strategy for its development, the ideology of behavior in the market, a tool for researching the tourism market, a way of organizing sales, promoting market goods, and implementing pricing policy. Given the extreme importance of the marketing complex within the overall marketing strategy, separate strategies are being developed: product strategy, pricing, sales, communication strategy. It is confirmed that marketing strategies of the Mediterranean area as a united direction of the leisure industry canalso be attractive for foreign tour operators, however, such marketing should strive to preserve the uniqueness and brand image of each national State. It is proven that in the face of constant challenges, Mediterranean countries need common forecasts to reassess the potential opportunities of their own tourism industries in the context of sustainable development strategiesand to create strategic alliances to promote marketing efforts in order to maintain competitiveness in the global tourism services market.