PRIORITY DIRECTIONS FOR THE DEVELOPMENT OF AGROTOURISM BASED ON THE EFFECTIVE USE OF REGIONAL POTENTIAL.

This article examines the priority directions for the development of agrotourism through the effective utilization of regional potential. In the context of globalization and sustainable economic development, agrotourism is becoming an important sector that ensures rural employment, increases household income, preserves cultural heritage, and strengthens ecological stability. The research highlights the economic, social, and environmental significance of agrotourism in regional development. Furthermore, the study analyzes the role of natural resources, agricultural traditions, local infrastructure, and cultural values in enhancing tourism attractiveness. Special attention is given to the opportunities for integrating modern technologies, innovative management approaches, and sustainable tourism principles into agrotourism activities. The article also identifies existing challenges in the sector, including insufficient infrastructure, limited investment, weak marketing strategies, and lack of professional personnel. Based on scientific analysis, practical recommendations are proposed for improving regional competitiveness and ensuring sustainable agrotourism development. The findings demonstrate that efficient use of regional potential can significantly contribute to rural economic diversification and improve the overall socio-economic conditions of local communities.