Digital and Ecological Solutions in Tourism Infrastructure Development: New Opportunities for Investors

Abstract The analysis focuses on the transformative processes occurring in the tourism sector, which are influenced by the digitalization of socio-economic systems and shaped by environmental influences. Tourism is one of the sectors most vulnerable to digital transformations since modern technologies encompass all aspects of tourism activities - from designing and creating the tourism product chain to shaping digital hotel ratings. Consequently, digital technologies can also be applied to achieve environmental objectives. In this context, the shift in the concept of tourism activities within the framework of the green economy necessitates the development of an appropriate scientific and methodological foundation. This article aims to analyze innovative digital technologies in Ukraine’s tourism sector, assess their development impact of the industry amid current challenges, and explore its recovery prospects. The study establishes a connection between a country’s digitalization level and tourism development. It proposes using a set of indices developed within the framework of a digital transformation model for the tourism sector to assess the digitalization level. To evaluate the state of the tourism industry, indices were calculated based on pessimistic, optimistic, and realistic scenarios, which ensure the competitiveness of travel and tourism. The data obtained indicate that the further tourism development in the digital economy depends on the efficient integration of digital technologies within the sector and their consequential influence on the surrounding environment in the sector and their impact on the surrounding environment. Key directions for the digitalization of the tourism industry have been identified, including the implementation of online booking systems for hotels and transport services, the application of augmented reality technologies, the development of social networks and tourism web resources, and communication channels. At the same time, several challenges associated with these processes were highlighted. A development direction for Ukraine’s tourism sector within the green economy framework has been developed. This approach allows for assessing the potential for digitalization of sustainable tourism development. It supports creating a balanced strategy for developing tourism entities amid large-scale military aggression and post-war reconstruction. Digitalization of tourism in the post-war period should become a central priority to enhance the industry’s competitiveness. Creating innovative eco-tourism products will unlock the untapped potential of Ukrainian destinations while fostering the growth of small and medium-sized businesses, thereby accelerating the integration of advanced technologies. Scientific research in this field is essential for creating a modern tourism sector that effectively addresses contemporary environmental challenges.