THE REACTION OF THE TOURISM INDUSTRY TO THE COVID 19 : WAYS OF ADAPTATION

Abstract

In modern society, the tourism sector is not a negative part of the economy and in many countries of the world acts as a catalyst for social economic development. Providing a tenth of the world's gross national product, tourism, despite the obstacles that arise (natural disasters, man-made disasters, terrorist acts), is fully recognized as one of the most profitable and dynamically developing sectors of the economy. The tourism industry is a strong base of jobs, a source of filling the state budget; develops all areas related to the creation of a tourism product; provides an increase in the general level of culture, which motivates the state to develop this service sector. At the same time, the tourism industry has certain features that must be taken into account when forming models and forecasts for the development of individual territories. For example, tourism has a multiplier effect on other spheres of economic activity: transport, agriculture, trade, catering and affects the social, cultural and ecological environment. However, the coronavirus pandemic, which has affected almost all countries and the global crisis caused by it, has dealt a significant blow to many sectors of the economy, including the tourism sector. The tourism industry found itself in uncertain working conditions, which entailed significant changes in the functioning of the subjects of tourism activity. The article analyzes the current state and identifies trends in the development of the global tourism market in the context of the COVID-19 pandemic, as well as systematizes the measures that are being taken by Ukraine and other countries to stimulate and support the tourism industry. The contribution of tourism to world GDP is analyzed for the countries most popular among tourists.