Specifics of guided tour organization in Lviv

The article analyzes the specific features of organizing guided tours in Lviv, one of the leading tourist centers in Ukraine. It explores the formation of the excursion product in the context of the city's historical and cultural background, seasonal tourist flows, and the demands of various target audiences. Particular attention is given to the interaction between the guide, the tourist, and the urban environment, as well as to the adaptation of tour routes to contemporary requirements such as inclusivity, interactivity, and safety. The role of local identity in the development of thematic and author’s tours is also examined.