Government support for the popularization of local tourism: how to encourage travelers to explore their home country

The war in Ukraine has caused significant destruction of infrastructure and socio-economic development, including tourism. The regeneration of local tourism requires effective practical management support. Models for the post-war recovery of the tourism industry in Ukraine should take into account the specifics of destinations and the peculiarities of developing their potential in crisis conditions. The purpose of the study is to analyze the directions of state support for the popularization of local tourism and increase the motivation of travelers to travel to national destinations. The methodology was compiled using analytical and synthetic methods, comparison, generalization, systematization, and abstraction, in order to identify cause and effect relationships, define the main criteria and definitions, determinants, and preconditions. The theoretical and methodological basis of the study was formed from relevant primary sources from publications indexed in leading databases (Scopus, Web of Science), as well as statistical information. The criteria for inclusion and exclusion of publications were the spatial and temporal indicator and the level of information reliability. The study is devoted to the actual problems of regional tourism development in the crisis conditions of war and post-war recovery. The article considers the possibilities of regeneration of local destinations in Ukraine in accordance with international quality standards. The main models of state support for the popularization of local tourism are considered. The instruments of financial incentives for the popularization of local destinations, such as preferential taxation, investment attraction, grants and subsidies, are analyzed. It is proved that the use of innovative marketing technologies allows expanding the client audience, increasing the level of trust and loyalty of travelers, and developing a positive image of destinations. The importance of creating favorable conditions for the development of small businesses and startups in the tourism sector, as well as the implementation of public-private partnership projects, is substantiated. In future research, it is advisable to focus on the development of practical tools for implementing state support for the tourism business, based on the practices of the European community, which will stimulate the intensive development of destinations.