The purpose of the article was to investigate the potential of rural green tourism in Ukraine and to determine the main directions of its innovative development, taking into account global, national, and regional trends. SLR (Systematic Literature Review), methods of expert assessment, selective observation, and graphic method were used to achieve the set goal. The article analyzes the current state of rural green tourism in Ukraine; the tourism and recreation potential of rural areas of Ukraine was assessed; promising types of innovations that are currently relevant for implementation in the practice of providing services in the field of rural green tourism in Ukraine are defined and grouped; and the impact of global, national, and regional trends on the current stage of activity and further development of rural green tourism in Ukraine is determined. It is determined that in modern economic conditions, rural tourism serves as a stabilizing factor that will contribute not only to maintaining the normal living standards of rural residents, but also to the development of the region’s economy, service infrastructure, household services, and the social sphere. Thus, rural green tourism is the main tool for stimulating the economic and socio-cultural development of rural areas. The results of the assessment of the tourist and recreational potential of rural green tourism of Ukraine showed that the recreational and tourist attractiveness of rural areas is mainly determined by natural and ecological conditions, cultural and historical conditions, and the tourist infrastructure of the region. Financial economic, socio-demographic, and administrative management conditions negatively affect the recreational and tourist attractiveness of rural areas, resulting in the low ability of the rural population to implement innovations. It has been established that in order for the tourist business to be able to quickly adapt to the normal state, it is necessary to introduce innovative types of tourism that will make it possible to attract a larger number of people to the tourist business and establish additional income due to the introduction of innovative offers, new tours, visits to special places, and the entire range of services of the best quality, which will contribute to the accelerated implementation of online forms and digital tools in the provision of tourist services, etc. It has been proven that the introduction of innovations plays an important role in ensuring the sustainable and balanced development of rural tourism in Ukraine, contributing to the creation of new opportunities and improving the quality of tourist services.

Purpose. The article is to substantiate the importance of the development and preservation of cultural heritage, to identify the problems and prospects of its development as a tourism brand of Ukraine. Design/methodology/approach. The author of the article uses the method of literature review to justify the need to research the preservation of cultural heritage in the new conditions of a large-scale war. Scientific research methods of theoretical and logical explanation, systematization and explanation are used to study the essence of cultural heritage. Findings. As part of this study, it was established that today Ukraine has a great potential for the development of tourism based on its cultural heritage. In each society, cultural heritage has its own unique aspects and meanings. Cultural heritage values should be protected and preserved for future generations, regardless of the situation or circumstances. The development of tourism based on cultural heritage can contribute to the preservation of historical and cultural values of Ukraine. The conducted studies show that the main problems faced by the development of cultural heritage as a tourist brand of Ukraine are: insufficient financial resources, the need to modernize the tourist infrastructure, ineffective use of marketing strategies, insufficient development of tourist infrastructure, limited interest of the state in tourism, limited accessibility of cultural heritage for visitors , lack of coordination, vandalism and pollution. Based on the obtained results, it can be concluded that the development of tourism in Ukraine should be aimed at promoting the country’s cultural heritage. For this, it is necessary to develop infrastructure and services related to culture, open new museums and galleries, restore and preserve historical monuments, effectively use marketing strategies and use modern technologies, and all this can contribute to the promotion of the cultural heritage of Ukraine as a tourism brand. Practical implications. The article emphasizes that Ukraine has great potential for the development of tourism based on its cultural heritage. The author proposed ways to solve problems that hinder its effective development. It was emphasized that the main attention should be paid to the development of marketing strategies, modernization of tourist infrastructure, ensuring the quality of services and its protection. Ways by which cultural heritage can become a tourist brand of Ukraine are proposed. Current problems and prospects for the development of cultural heritage as part of the modern development of tourism in Ukraine are identified. Originality/value. The value of the research lies in the establishment and analysis of the prospects for the development of cultural heritage in the context of tourism in Ukraine and the formation of the brand of Ukraine on this basis.

The aim of the article was to present the development of agritourism farms in terms of providing therapeutic services for people with autism. The literature review concerned Polish and Ukrainian farms. Autism in children can also be treated through contact between patients and domestic and farm animals. Therapies involving animals are called zootherapy and can be carried out in care farms, and additionally in those where tourist recreation is possible i.e. agritourism farms. The article draws attention to the benefits of contact between children with autism spectrum disorders and animals. The study presents a case study from Poland.

The aim of the article is to present the current possibilities of travelling in Ukraine, shaped in the first year of the Russian-Ukrainian conflict, and the problems that the war caused in the Ukrainian tourism economy. The research method used was the analysis of selected secondary sources, including literature on the impact of crises on tourism, tourism industry reports and statistics on tourism in Ukraine. It was stated that, as a result of the war, international tourism in Ukraine decreased by as much as 90% and in the near future it will be very difficult to reach the pre-war number of visitors. There is still domestic tourist traffic, but it is subject to numerous and internally diversified restrictions. As a result, in 2022 there was a significant decrease in the size of the national tourist tax (by 24%) and budgetary revenues from the tourism economy (by 31%), despite the impressing increases in the above-mentioned categories in the western regions of Ukraine.

The purpose of the article is to analyze the main interpretations of the concept of “recreational and tourist potential” and to determine the recreational and tourist potential of rural areas. The methodology of the survey consists of implementation of systematic approach to the researched problems and the use of various general scientific and special research methods (tabular, grouping, comparison). The scientific novelty of the obtained results stipulates modern scientific and theoretical approaches and variety of interpretation approaches of the recreational and tourist potential of rural areas. Conclusions. The study identified the recreational and tourist potential of rural areas as a set of natural, historical, cultural and other resources related to rural areas, tourist infrastructure that help meet the needs of the population in recreational and tourist activities. The main components of the recreational and tourist potential of rural areas are also identified. Key words: recreational potential, recreational and tourist potential, recreational and tourist resources, rural areas, tourism, tourist potential.

Purpose. To analyze and explore the possibilities of using creative approaches to the creation and promotion of Ukrainian souvenirs as a tool for preserving and popularizing cultural heritage. Design/methodology/approach. To substantiate the need to study and improve the competitiveness of Ukrainian souvenir products through the introduction of creative approaches, the author uses the method of literature review. To study the essence of Ukrainian souvenirs, the author uses the methods of scientific research of theoretical and logical explanation, systematization and clarification. Findings. This study has shown the high importance of Ukrainian souvenirs in the process of preserving and popularizing Ukraine's cultural heritage. The survey found that innovative and creative approaches to the production of souvenirs significantly increase their attractiveness among consumers, especially among tourists interested in national culture. In particular, 90.6% of respondents showed an active interest in traveling to Ukraine, and 32.1% of them frequently visit tourist destinations, which indicates the country's popularity as a tourist destination. The majority of respondents are interested in purchasing souvenirs as symbolic reminders of the places they have visited, with a particular focus on those that reflect national identity and cultural characteristics. Creative souvenirs that combine traditional elements with modern technology and design are well received by consumers and contribute to the promotion of Ukraine's cultural values on the international stage. Thus, Ukrainian souvenirs not only promote tourism, but also play an important role in preserving cultural heritage and stimulating the local economy through the use of traditional techniques and local materials. The research shows that the introduction of innovative technologies in the creation of souvenirs is a key factor in the successful development of tourism in Ukraine and the preservation of the national cultural heritage. Based on the results obtained, it can be concluded that creative and innovative approaches to the production and promotion of Ukrainian souvenirs are key factors for the preservation of national cultural heritage and tourism development. Research shows that souvenirs that combine traditional elements with modern design and technology have a significant impact on shaping a positive image of the country and increasing interest among both locals and international tourists. The introduction of innovations such as 3D modeling of historical monuments and the use of eco-friendly materials helps to popularize Ukrainian culture and adds value to souvenirs. In addition, the integration of souvenirs into tourist services and active digital marketing allows for effective audience expansion and stimulates interest in Ukrainian cultural heritage. Thus, modern souvenirs are not only an element of national identity, but also a powerful tool for the development of tourism and cultural diplomacy in Ukraine. Practical significance. Specific recommendations are offered for the development of tourism through the use of modern souvenirs, combining traditional Ukrainian elements with innovative approaches. The strategies outlined in the article can be applied in real business, the tourism industry and the production of souvenirs. Originality/value. The originality and value of the article lies in the combination of traditional Ukrainian cultural heritage with modern technologies and creative approaches for the development of the souvenir industry. New ideas are proposed, such as creating souvenirs using 3D models of historical monuments and integrating augmented reality (AR), which makes it relevant in the context of global trends and modern tourist needs. The value of the work is also manifested in practical recommendations for souvenir producers and travel companies on the use of eco-friendly materials, innovative designs, and interactive elements. This approach contributes to the popularization of Ukrainian cultural heritage both nationally and internationally, while opening up new opportunities for the development of Ukraine's economy and tourism.