DEVELOPMENT OF CURRENT TOURISM TRENDS: THE REGIONAL DIMENSION
DOI:
https://doi.org/10.60022/3(2)-47SKeywords:
tourism sector, tourism trends, regional tourism, green tourism, digitalization, tourist destination, domestic tourism, Mykolaiv region/oblastAbstract
As tourist flows shift toward the domestic market, the development of new models for regional tourism development—capable of enhancing the region’s competitiveness, ensuring the sustainability of the tourism system, and promoting the effective use of local resource potential—has become particularly important. The purpose of this article is to examine current trends in the transformation of the tourism sector in the Mykolaiv region during 2019–2025, identify key directions for the structural modernization of regional tourism, and justify a conceptual model for the development of a tourist destination amid crisis challenges and global changes. The study found that the region’s tourism sector is gradually shifting from a traditional seasonal-recreational model, focused primarily on beach vacations, to a multi-component domestic tourism system. It was determined that green, cultural, creative, and adventure tourism have experienced the most dynamic development, demonstrating high adaptive potential to current crisis conditions. It has been demonstrated that diversifying tourism products is a strategic foundation for enhancing the resilience of the regional tourism system. The growing role of the digitalization of tourism processes, digital marketing, online communications, and electronic services in ensuring a tourism destination’s competitiveness has been substantiated. At the same time, key constraints to development have been identified, including infrastructure limitations, fragmented institutional cooperation, digital divides, and security risks. Based on the study’s findings, a conceptual model for the development of contemporary tourism trends in the Mykolaiv region has been proposed, grounded in the principles of tourism product diversification, the digitalization of management processes, the territorial integration of routes, stakeholder coordination, and the assurance of sustainable development. It has been demonstrated that implementing such a model will contribute to the formation of a polycentric tourism system in the region, the strengthening of the economic resilience of local communities, and the adaptation of the tourism sector to contemporary global transformations.
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