The pandemic has revealed an opportunity for more diversified, ‘slower’, smaller, and more authentic experiences. We need to engage in a collective reflection on the future of tourism and on the sensitive links between tourism and the environment. We need more investment in technology, green infrastructure and value-added jobs. These will lead to a more sustainable, inclusive and resilient tourism sector.

The improvement of Ukraine’s prospects on the global tourism market is thereby caused by three components in the domestic tourism market. The first factor is an objective demand of the consumer for qualitative travel services. The second factor is an objective need for a tour operator to be competitive and create an integrated and creative tourist product with value-based pricing. The third component is the recommended use of the state aid for the development of qualitative Ukrainian tourism.

Digital and innovative technologies can significantly increase the level of development of the tourism sector, improve the quality of services and increase the competitiveness of tourism enterprises.

Place branding is a sphere where such things as templates, borders or even copies are not required. The idea of the brand must correspond to the singularity of a certain territory or place. Therefore, forming the brand of the territory requires taking into consideration such important factors as originality, uniqueness, and complexity of copying. The better the individuality of this place is shown in its image, the better its perception by potential tourists to be interested in. It should be emphasized that the brand of the place cannot be implanted as its values are identified by professionals from various fields. And the most important thing comprises the fact that the brand must be based only on real features.

We can also see the lack of established and working mechanisms that would ensure a constant connection between the owner of the farmstead, who is interested in selling their services and a client who wants to relax in one of the Ukrainian villages. The media pay little attention to this problem, which greatly complicates the process of perception and assimilation of information, on the one hand – potential tourists, on the other – the owners. It should also be noted that a single farm can not independently form and sell good tourist product. Creating an eco-tourism product requires the efforts of many people and people from many industries, who share a common goal.

In the tourism industry, we can state a certain freedom of strategic choice: to pursue limited or broad marketing goals, to use the competitive advantages of low costs or their differentiation. Some of the approaches can be used simultaneously. It should be noted, however, that the set of strategic capabilities of the tourism organization is limited by the capabilities of the industry and the conditions of competition in it, the competitiveness of the organization, its market position and capabilities. The main tasks in determining the starting point for the formation of strategies are the choice of key areas and their relationship with other aspects of organizational management (marketing, finance, current management, etc.).