THE POTENTIAL OF TOURISM IN THE STRATEGIC POSITIONING OF UKRAINE IN THE GLOBAL SPACE

In today's conditions in Ukraine, the issues of post-war recovery in all sectors of the economy, including the tourism sector, are becoming increasingly relevant. We are talking about Ukraine's reputation in the global space through economic, cultural and diplomatic relations through the recovery of the tourism sector. After 2014, Ukraine's cultural image underwent significant changes, becoming increasingly associated with a desire for identity, resilience, and determination in the face of constant Russian aggression. This period was pivotal in the formation of a clearer and more expressive national narrative. However, the internal information situation remained fragmented. In response to Russia’s full-scale invasion in 2022, Ukraine effectively shaped the Western discourse on the conflict, presenting itself as a nation standing for freedom and independence in the face of an authoritarian aggressor. As a result, it quickly became a global symbol of the struggle for freedom, human dignity, and human rights, significantly transforming its image on the international stage. At the same time, tourism has great potential for shaping a multifaceted image of a country – not only as a sustainable one, but also as a culturally rich, technologically advanced and open to the world. Its uniqueness lies in direct interaction with external audiences – tourists, investors, journalists, diplomats and scientists who perceive Ukraine through personal experience: the level of service, infrastructure, intercultural communication and the symbolism of tourist locations. In this context, tourism acts as a powerful tool of soft power, capable of forming positive perceptions of the country, strengthening trust and establishing long-term lasting relationships with various social circles. It is especially important to focus on changing the narrative: from the perception of Ukraine as a country affected by war to the image of a state that actively shapes the future. The tourist image should be based not on traumatic experience, but on demonstrating potential – sustainable development, security, environmental responsibility, digital openness, cultural diversity and the value of human capital.