"PROSPECTS FOR THE DEVELOPMENT OF TOURISM AND EXCURSION SERVICES IN MODERN CONDITIONS: GLOBAL TRENDS"

In the modern era, the development of tourism and excursion services is influenced by global trends such as digitalization, sustainable tourism, personalized experiences, and smart technologies. The integration of artificial intelligence, virtual reality, and big data enhances customer satisfaction and operational efficiency. Moreover, eco-tourism and cultural tourism are gaining popularity as travelers seek meaningful and responsible experiences. This paper explores the prospects for improving tourism-excursion services in the context of contemporary global trends, highlighting innovative approaches and sustainable strategies for the industry's future growth.