IMPLEMENTING CRAFT AND LOCAL PRODUCTS IN THE HOSPITALITY INDUSTRY IN A TIME OF GLOBAL CHALLENGES

The article explores the role of craft production and local products in Ukraine’s hospitality industry amid global challenges like COVID-19, the war in Ukraine, economic instability, and climate change. These factors have disrupted supply chains, shifted consumer preferences, and forced businesses to adapt. Craft production and local sourcing have become strategic tools for sustainability, competitiveness, and meeting demands for authenticity and quality. The study focuses on integrating these approaches despite challenges like limited resources, high costs, and the need for cultural shifts. The analysis highlights the economic, social, and environmental benefits of craft production in Ukraine. Examples include craft breweries, artisanal cheeses, bakeries, and meat products, which are now staples in restaurants, hotels, and cafes. The war has intensified reliance on local products, especially in western Ukraine, where businesses collaborate with local farmers and artisans to offset disrupted supply chains. This has ensured operational stability and boosted consumer interest in local goods. The article details regional specialization: western Ukraine leads in cheeses, honey, and baked goods, while central regions focus on beer and meat. Despite war-related challenges, the number of craft producers continues to grow, showcasing the sector’s resilience. Consumption patterns dipped in 2022 due to the war and reduced tourism but rebounded in 2023 as demand for authenticity and quality surged. Key drivers of craft production include environmental awareness, support for local economies, shifting consumer preferences, and global crises. Integrating craft products into hospitality offers unique experiences, cost savings, customer loyalty, and collaborative marketing opportunities. Recommendations include state support, staff training, targeted marketing, and monitoring consumer trends. In conclusion, craft production and local products align with current challenges and trends, offering a promising path for the hospitality industry. A comprehensive approach involving businesses, the state, and consumers is essential. Developing digital platforms, quality standards, and adopting international best practices are crucial for sustainable growth. Supporting local producers and promoting responsible consumption can strengthen the industry’s competitiveness and contribute to regional economic development.