INNOVATIVE APPROACHES TO SMART TOURISM DURING WAR AND POST-WAR RECOVERY: THE CASE OF UKRAINE

The evolution of smart tourism has become increasingly relevant in regions affected by crises, where innovation and adaptability are essential for survival and recovery. This article examines innovative approaches to smart tourism in Ukraine during the war and post-war recovery, focusing on how technology and strategic business adaptations reshape the tourism sector in times of disruption. The study explores the economic and operational challenges that emerged during the COVID-19 pandemic and ongoing war, including financial instability, mass business closures, workforce migration, and inadequate state support. Drawing on qualitative research through in-depth expert interviews, the findings reveal key adaptive strategies such as digital transformation, remote service models, the rise of personalized over-package tourism, and co-working business practices. These innovations have allowed tourism businesses to navigate unprecedented circumstances while maintaining resilience. As part of Ukraine’s post-war recovery, the research highlights the emergence of military and solidarity tourism, providing historical, cultural, and educational experiences that contribute to both remembrance and economic renewal. Additionally, virtual and digitalized tourism solutions – including online tours, virtual museums, and interactive heritage platforms – are positioned as critical tools for engaging global audiences and ensuring accessibility despite physical limitations. The study concludes that reducing tax burdens, improving regulatory frameworks, and enhancing professional expertise in tourism management are fundamental to sustainable recovery. By leveraging technological innovations, strategic policy changes, and collaborative industry efforts, smart tourism in Ukraine can not only overcome wartime disruptions but also establish a resilient and future-ready tourism model.