THE TOURISM INDUSTRY OF UKRAINE AMID THE FULL-SCALE WAR WITH RUSSIA: TRANSFORMATIONS AND NEW DEVELOPMENT VECTORS

This article explores the state of Ukraine’s tourism industry during the full-scale russian-ukrainian war, analyzing its transformational processes, challenges, and prospects for further development. The armed aggression by the russian federation has caused profound changes in all spheres of public life, particularly in tourism – one of the most crisis-sensitive sectors of the economy. The authors highlight significant losses in tourism infrastructure, a reduction in tourist flows, disruptions in logistics, a decrease in investment attractiveness, and the curtailment of international tourism. The article emphasizes the absence of a comprehensive state strategy for tourism development during martial law and in the post-war period. Current challenges demand not only immediate responses but also a rethinking of tourism’s role as a component of the national economy, a tool of cultural diplomacy, a means of preserving identity, and a driver of social recovery. Attention is drawn to the need to study international experiences (e.g., Slovenia, Croatia, Egypt) to develop effective mechanisms for the restoration of Ukraine’s tourism sector. The novelty of this research lies in its attempt at a systematic analysis of the tourism sector’s transformations during wartime, the identification of adaptive models, and the emergence of new forms of tourism activity, such as domestic tourism, volunteer tourism, and individual excursions. Particular attention is paid to statistical data on tourism activity in Ukraine between 2019 and 2024, including volumes of domestic and outbound tourism, dynamics of foreign arrivals, and shifts in the structure of tourism demand. The study considers socio-economic factors influencing the tourism market, including mass migration, changes in consumer behavior, adjustments in pricing policy, and travel restrictions for certain categories of citizens. It notes the growing popularity of the Carpathian tourism region, the increasing number of tourists in Kyiv, and the revival of bus tourism as a more affordable travel option. This article contributes to the formation of a scientific foundation for the development of state tourism policy during and after the war. The findings have both academic and practical significance for designing strategies to restore territories, enhance economic stability, and promote national unity through sustainable tourism tools. Keywords: tourism industry, russian-ukrainian war, domestic tourism, economy, tourist tax.