ASSESSMENT OF THE IMPACT OF CULTURAL AND SPORTS EVENTS ON TOURISM DEVELOPMENT IN THE ZHYTOMYR TERRITORIAL COMMUNITY

Introduction. Cultural and sports events play a crucial role in stimulating the socio-economic development of territorial communities. They contribute to increased tourist flows, regional promotion, attraction of investments, and infrastructure development. Zhytomyr Territorial Community, with its advantageous geographical location and rich cultural heritage, possesses significant potential for tourism development through the organisation and hosting of cultural and sports events. Examining the role of such events in tourism development enables the identification of effective tools to enhance the community's tourist appeal. Aim. The research aims to analyse the impact of cultural and sports events on tourism development in the Zhytomyr Territorial Community, identify key areas of their influence, and provide recommendations to strengthen the region's tourism potential through such events.