Science, Technologies, Innovations №3(39) 2026, 17-23 p

https://doi.org/10.35668/2520-6524-2026-3-03

Khudaverdiieva V. A. — PhD in Economics, Associate Professor, Associate Professor of the Department of
Tourism State biotechnological university (SBTU); 44, Alchevskyh Str., Kharkiv, Ukraine, 61002; +38 (050) 834-12-70; viki75807@gmail.com; ORCID: 0000-0002-0100-5079

TRANSFORMATION OF THE INTERNATIONAL TOURISM MARKET UNDER THE INFLUENCE OF GLOBAL CHALLENGES

Abstract. The article examines the features of the transformation of the international tourism market in the context of modern global challenges. The impact of the COVID-19 pandemic, geopolitical instability, military conflicts, economic crises, climate change and digital transformation on the functioning of the global tourism industry is analyzed. Key trends in the development of international tourism are identified, including the digitalization
of tourism services, the growth of demand for safe, environmentally friendly and sustainable tourism, the diversification of tourism products and the adaptation of business models of tourism entities to new conditions. The need to increase the sustainability of the tourism market through the introduction of innovative technologies, the development of international partnerships and the formation of effective state policy in the field of tourism is substantiated. It is concluded that modern global challenges not only create significant risks for the development of international tourism, but also open up new opportunities for its modernization, digital transformation and ensuring long-term competitiveness.

Keywords: international tourism market, international tourism, global challenges, digitalization, sustainable tourism, tourism industry, COVID-19 pandemic, geopolitical risks, innovation, competitiveness.

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Received 07/19/2026
Accepted for publication 08/03/2026
Published 09/30/2026

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