THE ROLE OF STRATEGIC MANAGEMENT IN ENSURING THE SUSTAINABLE DEVELOPMENT OF TOURISM ENTERPRISES AMIDST CURRENT CHALLENGES

Introduction. Contemporary challenges, particularly the war in Ukraine, have significantly impacted the tourism sector, necessitating adaptation from enterprises to new operational conditions. In this context, strategic management plays a crucial role in ensuring the sustainable development of tourism enterprises. Objective. The objective of this paper is to define the role of strategic management in the face of contemporary challenges, as well as to develop new management approaches that will enable tourism enterprises to not only adapt to unstable conditions but also ensure their competitiveness and resilience. Materials and Methods. Analytical and synthetic methods, as well as comparative and generalization methods, were employed in the research process. The study analyses current management strategies used in the tourism sector and their effectiveness in crisis situations. Results. The research shows that existing strategies often do not meet new challenges, and tourism enterprises require innovative approaches that include the integration of sustainable development principles, adaptation to changes in consumer demand, and resource optimization. Specific mechanisms for implementing strategies that can be applied in the practice of tourism enterprises are proposed. Perspectives. The prospects for further research lie in studying specific examples of successful strategic management practices in wartime and their adaptation to the Ukrainian context. This will provide recommendations for enhancing the resilience and competitiveness of tourism enterprises amidst contemporary challenges.