DIGITALIZATION OF THE TOURISM AND HOSPITALITY SECTOR

The article examines the impact of digitalization on the tourism and hospitality sector, particularly in the face of modern challenges. The state of the industry in Ukraine in 2024 is analyzed, when, amid economic instability and the aftermath of the war, there was an increase in tax revenues and a gradual recovery of the tourism business. The key obstacles to the development of the tourism and hospitality sector in Ukraine are outlined, including the low level of digital technologies and insufficient infrastructure. The purpose of the study is to analyze the main benefits and barriers associated with the implementation of digital technologies in the tourism and hospitality sector. The task is to highlight the main prospects and challenges of using digital technologies, as well as to formulate a strategy for applying these technologies in the tourism market as a means of revitalizing the tourism and hospitality industry. To this end, theoretical, methodological and systemic approaches to the analysis of the source base, in particular, statistical data and scientific publications, are applied. The role of digitalization is considered, including the application of artificial intelligence, VR, AR, blockchain, Internet of Things and big data, green technologies and sustainable development technologies to the tourism and hospitality sector. A descriptive analysis of the level of digitalization of tourism and the possibilities of its further development was performed. The study identified key areas for implementing digital technologies in tourism and hospitality and their impact on the formation of more diverse and flexible offers in the tourism services market. It was concluded that the implementation of digital technologies contributes to the transparency and quality of tourism services, increasing the security of the industry, which has a positive effect on its profitability.