Lomachynska Iryna, Doctor of Economics, Professor, Vice-Rector for Scientific and Pedagogical Work, Odesa I. I. Mechnikov National University, Odesa, Ukraine

ORCID: 0000-0002-6112-6884
e-mail: i.lomachynska@onu.edu.ua

Liventsov Roman, Lecturer at the Department of Economic and Social Geography and Tourism, Odesa I. I. Mechnikov National University, Odesa, Ukraine

ORCID: 0009-0008-7246-6199
e-mail: liventsov@onu.edu.ua

Sarkysian Marharit, first (Bachelor) level of higher education in the specialty Economics, Odesa I. I. Mechnikov National University, Odesa, Ukraine

ORCID: 0009-0007-0449-7404
e-mail: sarkisyan.margarit@stud.onu.edu.ua

Digital transformation of the tourism industry in the conditions of globalization: world experience and conclusions for Ukraine

Abstract. Introduction. Digitalization is becoming a key factor in updating the national tourism system. It ensures the modernization of services, increases the competitiveness of enterprises, expands the availability of tourist products, and integrates Ukraine into the global digital space.

Purpose. This study aims to provide a comprehensive analysis of the state and dynamics of the digital transformation of Ukraine’s tourism industry, determine its factors and barriers, assess the role of innovative services and digital infrastructure, and form strategic directions for the further development of digital tourism.

Results. Based on international ratings and the TTDI index methodology, Ukraine’s position in the global tourism landscape was determined, as well as the reasons for its temporary absence from official global assessments after 2019. A comparison with neighboring countries revealed that regional leaders in digital tourism are developing integrated online services, national tourism platforms, and digital infrastructure. These can serve as reference points for Ukraine. A survey was conducted among Ukrainian tourists regarding the growing role of digital tools in travel planning and changing consumer priorities. The survey also addressed the increased importance of safety, cost, and service availability during wartime. The survey emphasizes that domestic tourism remains a key form of tourist activity for Ukrainians. Technological innovations, such as VR/AR, digital maps, mobile applications, blockchain, analytics systems, and FinTech, can drive industry recovery and increase its competitiveness.

Conclusions. Strategic directions for developing digital tourism in Ukraine have been formulated. These include developing the digital tourist ecosystem, modernizing infrastructure, strengthening state coordination, developing sustainable and niche types of tourism, harmonizing legislation with European standards, investing in human capital, and increasing digital literacy. The importance of digitalization as a tool for post-war recovery, economic growth, and Ukraine’s integration into the European tourist space is emphasized. 

Keywords: digital transformation; digital economy; tourism; tourism industry; digital technologies; innovative services; FinTech in tourism; digital infrastructure; smart tourism.

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