EVOLUTION OF TOURISM BUSINESS UNDER THE INFLUENCE OF CRISIS CHALLENGES: THE EXPERIENCE OF MONTENEGRO

The article is dedicated to determining the peculiarities of the functioning of the tourism business in Ukraine in the face of crisis: the COVID-19 pandemic and the state of war (from 2022 to the present). The COVID-19 pandemic has led to a significant reduction in tourist flows, border closures, and travel restrictions. Many tourism companies have faced financial difficulties, resulting in job losses and reduced investments in the sector. The ongoing state of war in Ukraine has further complicated the situation, as ensuring the safety of tourists has become a top priority. However, despite these challenges, there is positive international experience in restoring the tourism sector after armed conflicts, which can serve as an example for Ukraine. Countries that have gone through similar crises have demonstrated that with the right strategies, it is possible not only to recover, but also significantly improve the competitiveness of the tourism industry. In the European region, there are many examples of countries that actively restored and developed the tourism industry after prolonged armed conflicts. One such example is Montenegro, located on the Balkan Peninsula and washed by the Adriatic Sea with a Mediterranean climate. Tourism in this country is an important source of financial revenues to the budget, job creation, and economic growth in the regions. Montenegro obtained official candidate status for EU membership in 2010. This served as a catalyst for various reforms, including in the tourism sector. As one of the requirements for EU accession, Montenegro adopted the Law on Regional Development in 2011, which defines clusters as a new economic form of development and institutional prerequisites for this form of association. The cluster model for managing regional tourism development has numerous advantages. It allows for cost savings on joint marketing research and staff training, expands opportunities for advertising campaigns and markets, promotes exchange of ideas among professionals. This, in turn, creates a competitive environment and improves the quality of tourist services. Montenegro is developing its tourism industry thanks to a new visa-free policy for 91 countries, including Schengen agreement countries, New Zealand, and the UAE.