ADAPTATION OF STRATEGIC MANAGEMENT OF THE TOURISM INDUSTRY OF UKRAINE TO MODERN MACROECONOMIC CHALLENGES

Abstract

The article presents a comprehensive study of the mechanisms for transforming the system of strategic management of Ukraine’s tourism industry under conditions of unprecedented macroeconomic instability and wartime challenges during the period of 2022–2025. The relevance of the research is обусловлена the need to move away from outdated static planning models toward dynamic, adaptive strategies capable of mitigating the impact of inflationary pressure, energy shortages, and the radical transformation of the geography of consumer demand. The methodological framework of the study is based on a systemic approach, which enables the integration of Agile management principles and the ESG (Environmental, Social and Governance) concept into the structure of both public and corporate regulation of tourism. The research employs methods of statistical data analysis, scenario modeling, and comparative analysis of the industry’s fiscal indicators. The results of the study demonstrate that under conditions of territorial occupation (loss of resource potential), closure of airspace, and destruction of infrastructure, the strategic focus shifts from quantitative growth in tourist flows to the intensification of the domestic market through digitalization and inclusivity. The article elaborates on the role of Big Data as a “nervous system” of management, enabling real-time adjustment of logistical and marketing strategies for destinations. The key findings include the identification of a positive trend in tax revenues (+50.6% in 2025), indicating a high level of business adaptability to energy shocks through the implementation of autonomous energy generation systems. The strategic importance of reorienting the industry toward rehabilitation and military tourism, in line with current societal demands, is substantiated. It is determined that the implementation of accessibility standards is not only a social requirement but also a key condition for enhancing Ukraine’s investment attractiveness within the framework of post-war recovery programs. The practical significance of the research lies in the development of specific, actionable recommendations for public authorities and tourism business entities regarding the use of lean management tools and iterative planning. These measures will help ensure the resilience and viability of the industry until the full restoration of international connectivity. The conclusions may be applied in the development of regional tourism recovery and development strategies, as well as support programs for small businesses in de-occupied territories.