Tourist Industry of Ukraine: Reserves of Financial and Economic Growth and Determinants of Quality Management

Authors presented main aspects of tourism industry of Ukraine. The opinion was expressed that one of the factors in the recovery of domestic and international tourism in Ukraine will be the new quality of management of the industry. Main proposals regarding the restoration of tourist flows to the capital of Ukraine and the country in particular were named, namely: to develop a strategy aimed at eliminating the crisis situation and improving the image of the city and which will be able to neutralize the status of a dangerous city; to encourage the standardization of accommodation facilities (hotels, motels) and their official registration and functioning; to create a practical and convenient public transport infrastructure and travel navigation in three main languages (Ukrainian, English and Chinese). Statistical data on the flow of tourists from European and Asian countries have been analyzed, and the countries to which Ukrainians travel most often have been indicated. Authors expressed the opinion that the financial policy in tourism and hotel business sector should be conducted in a flexible way, and should be carried out with the help of attracting investments from private companies, charitable, social, and foreign organizations. As part of the topic of the article, we will present a SWOT-analysis of tourist attraction of Ukrainian capital, where the threats include the deterioration of the country’s attractiveness for foreign tourists due to active hostilities and a complex socio-political situation; economic crisis, decrease in purchasing power; sufficiently high level of terrorist threats; underdeveloped infrastructure for active leisure for disabled people and children. According to the presented SWOT-analysis, the team of authors indicated that there is a need in Ukraine to develop a new anti-crisis strategy to maximize tourist flows to the city, as well as to develop measures to improve the image of Ukrainian capital and an accessible destination. Authors presented a practical section of tourism industry of the capital of Ukraine, because Kyiv ranks sixth after London, Berlin and Madrid. Sophia Cathedral and the Kyiv-Pecherska Lavra in Kyiv are included in the UNESCO World Heritage List. In Kyiv, according to reports published on the websites of the Ministry of Culture and the Department of Cultural Heritage Protection of the KMDA, 3,521 objects of cultural heritage are listed, which makes the capital of Ukraine attractive for tourism.