WINE TOURISM IN UKRAINE: POTENTIAL AND DEVELOPMENT TRENDS

Introduction. One of the most popular types of international tourism, according to the World Tourism Organization, in the future will be thematic tours, in particular wine tours, which will give visitors the opportunity to enjoy the tastes and aromas of unique wine varieties, learn about their production technology, visit wine cellars and hold tastings. This will contribute to the development of local regions, increasing demand for local products and increasing employment in agriculture and the hotel business.Goal. The purpose of this scientific study is to substantiate the prospects for the development of regional wine tourism in Ukraine. Materials and methods. The study is based on the application of the dialectical method of cognition, which allows studying the patterns of wine tourism development in the context of individual regions. As part of the analysis, methods of theoretical generalization and comparison, system analysis, synthesis, and information abstraction are also used. The results. The study revealed that wine tourism can become an effective and powerful tool of regional development to promote the gastronomic and cultural heritage of countries and regions (on the example of France), increase the flow of tourists, develop industries and create new jobs. It can contribute to the development of small and medium-sized businesses, increase the income of the population and attract investments to the regions. Wine tourism in the aspect of our country is an innovative form of tourist activity, which is based on the use of unique natural, socio-economic conditions and features of the ethnic heritage of different regions of Ukraine. The conducted research confirms that wine products have the potential for competitiveness in European and other markets, as Ukrainian producers are developing economic niches in this sector. Wine tourism acts not only as a means of attracting attention to wine-making traditions, but also as a powerful marketing tool for promoting Ukrainian products in the countries of the European Union, promoting the popularization of Ukrainian wines and other alcoholic beverages. Ukraine has great potential for the development of wine tourism, but for this it is necessary to solve a number of problems. In particular, it is necessary to develop the infrastructure of wine routes, increase the quality of winemaking, promote wine brands, and maintain interest in domestic winemaking among tourists through marketing means. On the basis of the conducted research, promising directions for wine tours in various regions of Ukraine, in particular Transcarpathia, Odesa, Kherson and Mykolaiv regions, which are considered important centers of Ukrainian winemaking, have been selected.