HUMAN CAPITAL IN THE SYSTEM OF AGRO-TOURIST ENTERPRISE: CHALLENGES AND OPPORTUNITIES

The article examines the phenomenon of agrotourism as a promising area of rural development and human capital. The article analyzes the world experience in the development of agrotourism, its impact on the socio-economic development of rural regions and the formation of new competencies among the rural population. The study covers key aspects of the development of the agrotouristic industry, including an analysis of modern business models by country, the specifics of government support and mechanisms to stimulate the development of this sector of the economy. Special attention is paid to the formation of the necessary competencies among rural residents for the successful management of an agrotouristic business. The paper presents the results of an analysis of the current state of agrotourism in Russia, including statistical data on the growth of the number of agrotouristic enterprises and projected indicators of the industry's development until 2025. Current instruments of state support for agrotourism, including vocational training programs, grant support and subsidies, are explored. The problems and prospects of human capital development in the field of agrotourismare analyzed, including the issues of youth outflow from rural areas and the need to improve the skills of rural specialists.