Factors and attractions of event tourism in Ukraine under martial law and strategic priorities for recovery in the postwar period

Relevance of the research topic. The article is devoted to the identification, evaluation and diagnosis of the factors of functioning of event tourism in Ukraine during the war and the justification of recovery and development in the postwar period, taking into account their effect.Statement of the problem. Event tourism is an important component of the tourism industry, promoting cultural exchange, developing local economies and creating a positive image of the country. In the context of martial law in Ukraine, the functioning of this sector has become significantly more complicated due to security risks, reduced tourist mobility, and changing government policy priorities. However, event tourism can become an important tool for the country’s post–war recovery if strategic priorities are identified and implemented to restore infrastructure, attract investors, and develop safe tourist locations.Setting the goal and objectives of the study. The purpose of the article is to identify the factors and attractions for the functioning and development of event tourism in wartime and the post–war period, their assessment and diagnosis for effective systemic management.Research methodology. An integrated approach is used to study the factors and attractions of event tourism under martial law and to determine the strategic priorities for its recovery after the war. The methods used are the analysis of scientific literature, statistical data and government reports, as well as a survey among tourism industry experts.Results of the study. It is determined that event tourism occupies a leading position in the structure of the tourism sector and activities in Ukraine. Even in times of war, it ranks 4th among other types by the number of visitors. This is due to its significant diversification in terms of directions and areas of manifestation – these are socio–political, religious, cultural, artistic, sports, gastronomic, etc. events and activities and their attendance by tourists. The factors of its significant development have been and remain the high socio–economic, cultural, artistic and educational level of the country, significant and diverse traditions and arts and crafts, outstanding gastronomy, picturesque nature, location of well–known international and national, regional and local events. However, activities and events lack sufficient advertising and tourist orientation, which leads to losses of potential benefits and hinders the development of event tourism. The war has caused significant destruction to almost the entire territory of the country, as well as damage and losses. Large areas are mined. Almost 20% of the land is under occupation. Other negative factors include constant shelling and danger to people’s lives; deteriorating living conditions and effective demand; changing life priorities and moral and psychological disinclination to tourism. Therefore, for the restoration and post–war development of event tourism, the following are of priority importance: socio–economic stabilization and growth; return of the population, employment and welfare; restoration of tourism enterprises; introduction of innovations; use of marketing technologies, including digital; use of digital technologies in organization and management; government support.Scope of the results. The results obtained can be used by public authorities, tourism operators and investors to develop strategies for the restoration and development of event tourism in Ukraine in the post–war period.Conclusions. Event tourism in Ukraine has suffered significant losses due to martial law, but it has great potential for recovery in the post–war period with proper planning and investment. The main factors for recovery are the rebuilding of tourist infrastructure, ensuring the safety of tourists, developing new tourist attractions and events, and active promotion at the international level. Strategic priorities should include support for local initiatives, stimulation of international partnerships, and the introduction of innovative approaches to organizing events, which will help attract tourists and restore the country’s economy.