ACCESS TO FINANCIAL RESOURCES FOR THE TOURISM SECTOR ACROSS EUROPEAN COUNTRIES

Tourism plays a vital role in global economic development, yet limited access to financial resources remains a significant barrier, particularly for small and medium-sized enterprises (SMEs). This study examines the challenges faced by the tourism sector in accessing financial support across European countries, emphasizing the importance of financial infrastructure, digital payment systems, and government-backed funding mechanisms. The research highlights key strategies implemented in Romania, Serbia, Bulgaria, and Croatia, where targeted financial solutions, including microfinance programs and EU-supported initiatives, have facilitated business growth. Digital payment systems, such as PayPal, Klarna, and MobilPay, have improved transactional efficiency and financial accessibility, fostering a more inclusive tourism economy. Moreover, expanding banking services and integrating financial literacy programs have empowered tourism businesses to manage resources effectively. Findings indicate that sustainable tourism development requires coordinated efforts from governments, financial institutions, and international organizations to bridge financial gaps. By implementing digital financial tools and strategic funding solutions, the tourism industry can achieve long-term resilience and competitiveness, particularly in a post-pandemic recovery landscape.