Сільський зелений туризм у західних областях України: сучасний стан та перспективи розвитку

Abstract

У статті розглянуто особливості сучасного функціонування сільського зеленого туризму в західних областях України, підкреслюючи його важливість для економічного відновлення, збереження культурної спадщини та покращення якості життя місцевих жителів. Досліджується вплив війни на туристичну інфраструктуру, а також перспективи розвитку в західних областях, де зростає попит на безпечний відпочинок. Авторами здійснено SWOT-аналіз сільського зеленого туризму в західних областях України та сформульовано рекомендації щодо його подальшого розвитку.

The article analyzes the relevance and novelty of rural green tourism as an important component of the development of tourism infrastructure in Ukraine, especially in the western regions, which are famous for their natural beauty, cultural heritage and traditional way of life. The significance of studying this area of tourism is due to several factors. First, rural green tourism can become an important source of income for local residents, providing jobs and raising the standard of living, as well as reducing dependence on traditional industries, such as agriculture. Second, this type of tourism contributes to the preservation and popularization of local traditions, crafts and cultural values, stimulating communities to preserve their cultural identity. In the context of the war in Ukraine, rural green tourism is becoming increasingly popular, offering safe types of recreation and effective methods of psychological recovery. Modern rural green tourism is improving due to the increasing level of digitalization, in particular, due to the emergence of digital platforms and sites for booking tours. For the effective development of strategies for the development of rural green tourism in Ukraine, especially in the context of post-war reconstruction of territories, reliable and solid data are needed that objectively reflect the real state of the industry. Only with a comprehensive approach to solving these issues can sustainable development of regions be achieved and their tourism potential strengthened. The article also analyzes the latest publications on the topic, emphasizing the significant attention paid to the development and problems of rural green tourism by both domestic and foreign scientists. Various scientists consider the organization of rural green tourism in Ukraine and the world, emphasizing its strategic role in the development of rural territories. Research into the natural resource potential for the development of rural green tourism in individual regions, such as Ternopil region, is also an important aspect. During martial law, the tourism industry in Ukraine faces serious challenges and transformations that significantly affect its development. The military conflict has led to a sharp reduction in the flow of tourists, as foreigners avoid the country due to security threats and instability. As a result, the number of tour operators and agents has decreased, which has negatively affected the tourism market. However, a negative consequence for the Ukrainian economy has been the increase in the number of citizens traveling abroad for various purposes, which reduces the potential for the development of domestic tourism. Statistical data indicate that in 2025 the number of domestic tourists in Ukraine increased by 30% compared to 2023. Changes in demand for recreation indicate that Ukrainians prefer western regions, in particular Lviv, Ivano-Frankivsk and Zakarpattia. The article highlights the potential of rural green tourism to become a key element of economic recovery in the affected territories. It is important to develop effective strategies based on a thorough analysis of the strengths, weaknesses, opportunities and threats (SWOT analysis) of this type of tourism in Ukraine. The results of the study indicate that rural green tourism can diversify the rural economy, reducing its dependence on the agricultural sector, creating new jobs and preserving cultural identity. In conclusion, rural green tourism in Ukraine has significant potential for post-war recovery. With a comprehensive approach, including state support, attracting investments and implementing high service standards, this sector can become the basis for the economic growth of communities and the integration of Ukraine into the European tourism space.