THE IMPACT OF EVENT ACTIONS ON THE TOURISM SECTOR (THE CASE OF EXPO EXHIBITIONS)

Abstract

The article is dedicated to analyzing the impact of event tourism, specifically exhibitions such as World Expos (EXPO), on the tourism industry. It highlights the importance of event tourism for the economic and socio-cultural development of regions and countries, as well as its role in shaping the positive image of destinations on the international stage. The historical development of World Expos is detailed, focusing on their role in promoting the products of participating countries and their influence on the infrastructure development of cities. Significant attention is given to the increase in tourist flows during such events and their impact on the development of architecture, cultural exchange, and innovation. Key aspects in this context include the growth of tourist flows and local economic development, infrastructure improvements, the enhancement of countries' and cities' images, the promotion of cultural and technological achievements, and the creation of new architectural landmarks. It has been established that participation and organization of events like EXPO can significantly impact the development of Ukraine's tourism sector in the post-war period. The article also presents a territorial analysis of the hosting of World Expos and classifies the events based on their significance and impact on the tourism industry. The main stages of World Expo development are outlined: 1) Industrial stage (1851–1893) – a period when exhibitions focused on showcasing technological achievements and inventions; 2) Cultural exchange stage (1897–1937) – with a focus on ethnographic, cultural, and entertainment elements, including art and music exhibitions; 3) Futuristic planning stage (1939–1992) – exhibitions aimed at forecasting the future of society, with themes related to space and humanity; 4) Sustainable development stage (2000 – present) – exhibitions that have become platforms for addressing global issues related to sustainable development. Additionally, the article emphasizes that modern exhibitions, such as EXPO, serve not only as platforms for presenting national achievements but also for exchanging innovative ideas in sustainable development, architecture, and technology. It is argued that hosting such large-scale events as World Expos has a significant impact on the development of the tourism industry, the promotion of cultural heritage and innovation, and the enhancement of a country's international image.