THE POTENTIAL OF GREEN TOURISM IN ACHIEVING SUSTAINABLE SOCIO- ECONOMIC DEVELOPMENT OF RURAL AREAS IN UKRAINE

Abstract

The relevance of the research: the article examines green tourism as one of the key factors in the sustainable socio-economic development of rural areas in Ukraine. The subject research is the current state, challenges, and prospects for the development of green tourism in the context of the COVID-19 pandemic, full-scale war, and decentralization processes. The purpose of the study is to analyze the potential of rural tourism as a tool for economic diversification, cultural heritage preservation, employment growth, and the revitalization of rural communities. Research methodology includes general scientific methods of analysis and synthesis, systemic and comparative approaches, as well as the generalization of findings from scientific publications and practical case studies based on domestic and international experiences in organizing green tourism. The research includes a review of current legislation, strategic documents, and statistical data. The results of the study reveal that green tourism in Ukraine shows a steadily growing demand among domestic tourists, although its potential is only partially realized due to several constraints. Key limiting factors were identified: insufficient infrastructure, lack of regulatory framework, low level of digitalization of tourism services, and limited marketing activity. Practical Significance: it is shown that the combination of tourism services with local traditions, farming, cultural heritage, and environmental education contributes to the creation of a competitive and attractive tourism product. The necessity of implementing a cluster- based approach in Ukraine has been substantiated, along with the development of regional support programs for green tourism, the creation of certification mechanisms, the development of human capital, and the introduction of digital platforms for booking and promotion. Conclusions: the development of green tourism is a strategic tool for enhancing the competitiveness of rural areas, strengthening the economic self-sufficiency of communities, and shaping a positive international image of Ukraine. Its expansion should be carried out within the framework of a coherent state policy based on the principles of sustainability, environmental responsibility and integration into national and European standards. The prospect of further research lies in exploring the potential of green tourism, with appropriate support, to play a leading role in the post-war recovery of rural regions, the preservation of cultural authenticity, and the provision of a new, higher quality of life for the local population.