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.

У статті розглянуто сучасні тенденції розвитку сільського зеленого туризму в країнах Європейського Союзу та можливості їх адаптації до українських реалій. Визначено основні фактори успішного розвитку цього напряму, серед яких державна підтримка, розвиток інфраструктури, маркетинг і брендування, а також принципи сталого розвитку. Аналіз європейського досвіду дозволяє виокремити ефективні механізми державного фінансування, податкові стимули, інтеграцію агротуризму в загальну туристичну політику та активне залучення місцевих громад до розвитку туристичних ініціатив. Відзначено, що в Україні сільський зелений туризм має значний потенціал, особливо з огляду на багатий природний і культурний ресурсний потенціал, а також зростаючий попит на екологічно чистий відпочинок. Водночас його розвиток стримується низкою проблем, зокрема недостатнім рівнем державної підтримки, слабкою інфраструктурою, відсутністю системного підходу до маркетингу та низькою інтеграцією у міжнародний туристичний ринок. Проаналізовано основні сучасні тенденції розвитку сільського зеленого туризму в Європі, серед яких сталий розвиток, автентичність і локальність, активний відпочинок, цифровізація, тематичний туризм і фермерський туризм. Розглянуто успішні приклади з Франції, Італії, Іспанії, Німеччини та Австрії, які демонструють ефективні підходи до розвитку сільського туризму, включаючи підтримку місцевих громад, створення якісної інфраструктури та використання сучасних технологій. Особливу увагу приділено впливу воєнних реалій на розвиток сільського туризму в Україні. Визначено ключові фактори, що сприяють його зростанню, серед яких безпечність сільської місцевості, психологічне розвантаження, підтримка місцевої економіки, внутрішнє переміщення населення та відновлення національної ідентичності. Водночас акцентовано на необхідності державної підтримки, розвитку туристичної інфраструктури та активного просування українського сільського туризму на міжнародній арені. Зроблено висновок, що ефективна адаптація європейського досвіду може стати потужним імпульсом для розвитку сільського зеленого туризму в Україні, сприяючи його інтеграції у європейський туристичний простір та забезпеченню сталого розвитку сільських територій.

The main purpose of this paper is to identify and present a theoretical perspective onthe possibilities and benefits of rural tourism development in Ukraine. Because of the ongoingRusso-Ukrainian war, this type of tourism has a chance to become a leader in the domestictourism sector and, at the same time, ensure the sustainability of the domestic tourist traffic,with all its socio-economic benefits. The methodological basis of the paper was the systematicapproach to the studies describing Ukrainian rural tourism and its development. It plays .a significant role in the structure of the economy of rural areas, benefiting not only theeconomy but also socio-cultural and ecological development. In the long run there shouldbe a gradual formation of new rural tourism infrastructure, especially in areas such as micro-.-tourism, mini-hotel farming and the construction of hunting and fishing lodges. At the projectlevel, it is necessary to create new models of agro-settlements.

Introduction. There is a need to develop fundamentally new theoretical methodological approach that wouldsuccessfully solve the problems of economy and management in the field of government support for agricultural production.Problem Statement. Recommendations in favor of expediency of government support measures for agricultural production are questioned in Ukraine and in other world countries. The importance of agricultural production for the economy of Ukraine and the importance of government support for its development are drivers offurther research.Purpose. The purpose is to substantiate the expediency of government support of agricultural production on the basis of the analysis of natural climatic and production factors to ensure reproduction, efficient use of budget funds, and growth of agricultural production.Materials and Methods. The following methods have been used: monographic, scientific abstraction and constructive (while forming the basics of general methodology); structurally-functional connections (during the study of variational diversity of natural climatic and productive conditions of Ukraine as the main criterion for the creation and functioning of government support for agricultural production); a combination of quantitativeand qualitative analysis (while forming relationships among the cost parameters of the “green”, “yellow”, and “blue boxes”).Results. The situation regarding government support in Ukraine has been analyzed through the prism of natural climatic and productive factors. Ukraine is characterized by a rather large spatial and geographical diversity. To estimate the intensity and trends in the production development, the indicator of agricultural production output has been used.Conclusions. We suggest that as the synthetic soil quality index of regional lands increases, the budget expenditure shall decrease, and vice versa.

The article proves that modern globalization challenges create unique opportunities for the recovery of rural green tourism, outlining the prospects for its attribution to strategically important sectors of the national economy on the grounds of priority, resilience and responsibility. However, achieving such results is impossible without appropriate organizational and economic provision for the development of infrastructure of enterprises of rural green tourism, where the State-based levers and instruments play a special role, because due to the sudden, unprecedented drop in demand, the travel and tourism sector will require, first of all, financial incentives with regard to support and recovery. The article is aimed at determine the potential for the recovery of green rural tourism in the conditions of COVID-19 as an instrument for the renovation of the agrarian economy. It is specified that the development of normative and legal provision for the activation of economic activity in the sphere of rural green tourism is a basic condition for the formation of a legal framework for the development of this type of tourism and attraction of investments in this industry. The main determinants of infrastructure development of rural green tourism in Ukraine have been identified and priority measures for the development of rural green and gastronomic tourism in rural areas for the future period are proposed. According to the authors, the active development of rural green tourism in Ukraine necessitates the following: carrying out an analysis of the current system of railway communication between cities and adjusting it to the tourist map of the country; increasing the level of responsibility of carriers for their activities and create conditions for safe passage through the territory; to carry out repairs not only of nationally important roads, but to maintain local roads in good condition as well; improving the quality of road infrastructure, with a focus on placing the appropriate identifying signs for both historical tourist sites and objects of rural green tourism; increasing the efficiency of the State regulation in this sphere. Prospects for further research are to determine the feasibility of implementing the world experience of recovering the tourism industry, particularly rural green tourism.