EUROPEAN EXPERIENCE OF TOURIST SERVICES MARKET DEVELOPMENT IN THE POST-PANDEMIC PERIOD: TRADITIONS AND INNOVATIONS

Objective. The objective of the present article is to study possibilities implementing European experience in tourist services market development post-pandemic period increase potential tourism industry Ukraine. Methods. theoretical and methodological basis position modern economic theory, management scientific works domestic foreign scientists field development. methods comparison, abstraction, analysis generalization, as well tabular graphic modeling, method modeling complex systems were used research Results. Authors have studied main challenges for EU countries, determined peculiarities functioning market, its countries an important component state policy; analysed growth rates international arrivals pandemic 2019-2020. Much attention paid search strategic alternatives their implementation national through changes products consumer needs. factors are identified, creation latest types tourism, digital transformation sector, active use augmented virtual reality applications activation online presence, etc. included. Conclusions made regarding importance