JUSTIFICATION OF THE DEVELOPMENT OF A NEW BEER TOURISM DESTINATION IN UKRAINE

The article examines the preconditions for organizing one of the types of thematic gastronomic tourism in Ukraine - beer tourism. A project for the development of a new destination for beer tourism in the city of Rivne on the basis of the Rivne Brewery has been developed. The conceptual bases of the strategy of development of this destination were presented. It is proposed to create a Museum of the History of Beer «Rivenʹ». The institution will be designed for a wide range of visitors - from students who study the history of their native land and get acquainted with the technology of production, to the elderly who like a quiet holiday with friends. We have provided proposals for the formation of marketing and branding policy of a new destination for beer tourism. In the future, tourists are expected to get acquainted with the history, production technology and culture of beer consumption, tasting it directly from the producer. In fact, the project plans to organize a cultural and leisure center in the historic part of Rivne. We have offered a competitive tourist product to the market.