THE IMPACT OF THE UKRAINIAN-RUSSIAN WAR ON THE ORGANIZATION OF INTERNATIONAL TOURISM BUSINESS IN CENTRAL AND EASTERN EUROPEAN COUNTRIES

Traditionally, military upheavals are a barrier to the development of tourism as a sector of economic activity. This publication is dedicated to analyzing the still unexplored results of the impact of the war in Ukraine on the development of international tourism business in Central and Eastern European countries. It is noted that there are many examples showing that political risks in recent years have caused significant harm to international tourism. The article justifies the idea that political instability has a long-term nature and plays a key role in shaping international tourism strategies. A comparative study of political risks at the country and regional levels for tourism provides deeper and more comprehensive conclusions for existing research. The regulatory role of state policy in the tourism industry has been recognized by scholars, most of whom empirically studied the impact of state policy on tourism development. It is noted that the region under study differs from the methodology used by UNWTO and covers countries located to the west of Ukraine's territory (Lithuania, Latvia, Estonia, Poland, Slovakia, the Czech Republic, Hungary, Romania). For the preparation of the publication, statistical analysis methods and analytical generalization were used. The factual basis consisted of statistical data from national tourism organizations of the studied countries, the UNWTO website, and Eurostat. The article analyzes key trends inherent in the international tourism business of Central and Eastern European countries, related to tourism revenues and tourist flows, how they correlate with post-COVID processes, and how the Ukrainian-Russian war has adjusted the tourism markets of these states. Emphasis is placed on comparing indicators of the hospitality industry, logistics, and the formation of regional tourism policies. The ongoing Ukrainian-Russian war has significantly impacted the international tourism industry in Central and Eastern European countries. The region, which previously served as a transit zone and a popular tourist destination, has undergone significant changes in tourist flows, security perceptions, and the organization of international tourism business. The war has changed the strategic priorities of tourism business stakeholders. There is an increased focus on crisis management, risk assessment, and diversification of target markets. Many tourism companies have intensified cooperation with government agencies to ensure safe travel conditions and to restore the region’s image as a secure and welcoming tourist destination. Keywords:international tourism business, international tourist flows, Central and Eastern European countries, hospitality industry, tourism logistics, employment in tourism.