OVERCOMING STAGNATION PROCESSES BY TOUR ENTERPRISES BY DIVERSIFICATION OF THEIR DIRECTIONS OF ACTIVITY

The issues of modern aspects of the functioning of the tourist sphere of the world and Ukraine are investigated. The factors of the negative impact of the Covid pandemic on the tourism industry are revealed. The aim of the work is to study measures to ensure anti-epidemiological stability and full functioning of the tourism sector under the influence of a rapidly changing and unpredictable global situation. The authors of the article state that the Covid pandemic has hit the tourism industry. According to experts, the current crisis in tourism can rightfully be considered the most difficult in history. The authors emphasize that the domestic tourism business is in dire need of government support. The projected global economic recession, a general decline in the welfare of our compatriots, and, consequently, their minimization of spending on recreation, in aggregate, may have an even more destructive effect on the tourism sector. The UNWTO measures to mitigate the Covid pandemic in the tourism sector have been investigated. The content of the activities of the All-Ukrainian Federation of Employers in the field of tourism is disclosed in relation to preventing the complete stagnation of the tourism sector. The emphasis is on the formation of a new information society, digitalization of tourism. The article emphasizes that the tourism industry has to adapt to significant changes in consumer requirements, as well as adapt to rapidly changing epidemiological circumstances. In order to prevent a complete collapse, the tourism business must flexibly transform, ensuring its functioning and overcoming crisis phenomena. The article proposes the main transformational changes in the tourism industry, necessary to ensure the functioning and overcoming the crisis. The authors emphasize that today there is no doubt about the need to intensify the processes and measures to overcome the harmful effects of the pandemic on the tourism sector of the domestic economy. Based on the main priority—safe operation, the tourism industry should actively open up new opportunities for its activities in order to achieve stabilization of its activities and prepare for successful functioning in the post-quarantine period.