THE ROLE OF THE HOTEL AND RESTAURANT BUSINESS IN THE DEVELOPMENT OF TOURISM IN UKRAINE

The article is devoted to determining the main aspects of the influence of the hotel and restaurant business on the development of tourism in Ukraine. A developed network of hotels, a high level of service and a variety of gastronomic establishments stimulate the flow of tourists, providing comfortable conditions for stay and creating attractive conditions for recreation and leisure. The hotel and restaurant business is an important factor in increasing the attractiveness of tourist destinations, since high quality of service, unique offers and innovative approaches in the field of hospitality significantly increase the tourist flow and ensure sustainable development of the destination. High quality of service, unique gastronomic culture and professional positioning in the media space contribute to increasing the attractiveness of regions for tourists and investors, which in the long term leads to sustainable development of tourism. Due to the constant demand for tourist services and the expansion of the hospitality industry, this industry attracts a significant number of workers of various levels of qualification, contributing to employment of the population and economic development of regions. The hotel and restaurant business plays a key role in the development of such specialized types of tourism as gastronomic, ecotourism and green tourism, medical and wellness tourism, cultural and historical, active and sports, military and patriotic tourism. The development of the hotel and restaurant business is a powerful catalyst for economic growth, as it contributes to the active development of related industries. The formation of tourism infrastructure, the expansion of international cooperation, the creation of tourist clusters with comprehensive services, the implementation of modern digital solutions by hotel and restaurant business enterprises affect the investment attractiveness of destinations. The main factors justifying the growth of the export potential of the hotel and restaurant business include: high quality of service and unique offers, popularization of national cuisine and culture abroad, integration into international hotel and restaurant chains, digitalization and online promotion, improved transport accessibility, improved service quality and certification according to international standards.