EXPERIENCE OF A FEW EUROPEAN COUNTRIES IN THE FIELD OF STATE MANAGEMENT OF TOURISM: THE EXAMPLE OF FRANCE, ITALY AND SLOVENIA

The article draws attention to the peculiarities of state management of the tourism sector in a few European countries. Particular attention is paid to the regulatory framework, organizational models, and innovative management tools in the tourism industry, using France, Italy, and Slovenia as case studies. Current trends in tourism development in Europe are characterized, and the main problems and challenges facing public authorities in this field are identified, especially in the context of digital transformation, increasing competition, and the need for sustainable development. It has been established that public management of tourism in Ukraine is an important aspect of sustainable development and attracting foreign capital. In recent years, the authorities have been actively improving mechanisms for controlling and regulating the tourism sector, focusing their efforts on creating an effective system of public management based on the introduction of best international practices and domestic experience in this area. Adapting effective elements and interrelationships between components that ensure the development of the tourism sector in modern conditions requires effective state policy for the development of the tourism industry, the creation of a favourable economic environment in Ukraine, the introduction of digitalisation and a focus on professionalisation of personnel. The implementation of best European practices will be possible provided that a comprehensive reform of the institutional model of tourism management is carried out, the domestic legislative framework is harmonised with European directives, the public is involved, and public-private partnership tools are introduced, as well as the role of local communities is enhanced.