European Vector of Rural Green Tourism Development: Experience, Trends and Prospects for Ukraine

Abstract

The article examines the current trends in the development of rural green tourism in the countries of the European Union and the possibilities of their adaptation to Ukrainian realities. The author identifies the main factors of successful development of this area, including state support, infrastructure development, marketing and branding, as well as the principles of sustainable development. The analysis of the European experience allows us to identify effective mechanisms of state financing, tax incentives, integration of agritourism into the general tourism policy and active involvement of local communities in the development of tourism initiatives.

It is noted that rural green tourism in Ukraine has significant potential, especially given the rich natural and cultural resource potential, as well as the growing demand for environmentally friendly recreation. At the same time, its development is constrained by a number of problems, in particular, an insufficient level of state support, weak infrastructure, the lack of a systematic approach to marketing and low level of integration into the international tourism market. The main current trends in the development of rural green tourism in Europe are analyzed, including sustainable development, authenticity and localism, active recreation, digitalization, thematic tourism and farm tourism. Successful examples from France, Italy, Spain, Germany and Austria are considered, which demonstrate effective approaches to the development of rural tourism, including support for local communities, creation of high-quality infrastructure and use of modern technologies.

Particular attention is paid to the impact of military realities on the development of rural tourism in Ukraine. The key factors contributing to its growth are identified, including security in rural areas, psychological relief, support for the local economy, internal displacement of the population and restoration of national identity. At the same time, authors emphasis the need for state support, development of tourism infrastructure and active promotion of Ukrainian rural tourism in the international arena.

It is concluded that the effective adaptation of European experience can become a powerful impetus for the development of rural green tourism in Ukraine, facilitating its integration into the European tourism space and ensuring sustainable development of rural areas.