ANALYSIS OF MEGATRENDS AND CURRENT CHALLENGES OF BUSINESS DEVELOPMENT IN THE FIELD OF INTERNATIONAL TOURISM

The article examines the mega-trends and modern challenges of the development of entrepreneurial activity in international tourism. An analysis of the development of international tourist business under the influence of globalization pro‑ cesses was carried out. The development trends of the world tourism industry during 2019–2022 were analyzed. The rating positioning of the G20 countries based on the indicators of the foreign tourism industry in GDP, which demon‑ strated the highest growth rates in their economy in 2021, has been developed. The key to such success in the market of inter‑ national tourism enterprises is the implementation and use of flexible innovative products. It has been determined that at the current stage, the slowdown in the development of the tourism industry depends on geo‑ political tensions in certain regions of the world and war, in particular in Ukraine. Therefore, increased attention to the safety of international tourism and legal protection of tourists is one of the important megatrends. The conducted analysis of megatrends of the tourism industry allows to develop vectors of strategic orientation of inter‑ national tourism business in the conditions of globalization and glocalization. Increasing the competitiveness of the tourism industry is a priority for many countries on the global tourism market. By calculating the travel and tourism competitiveness index for 117 countries, which includes 5 sub-indexes of evaluation, it can be seen that the predominant country that entered the list of leaders in terms of the level of competitiveness of the tourism industry occupies the highest ranking positions by the indicator outside this economic sector in the country's GDP. Taking into account the peculiarities of the development of international tourism, it is possible to highlight the strategic ad‑ vantages of creating a global environment favorable for conducting tourist business: creating favorable and inclusive working and business conditions; ensuring socio-­economic stability of the economy; the growth of environmental sustainability; tourist demand management; the increasing role of digital technologies.