Efficiency and priority areas for development of strategic management of the tourist destination Kyiv in the conditions of COVID-19 pandemic and martial law

Abstract

The main purpose of this study is to develop a mechanism for strategic management of the tourist destination of Kyiv in the context of the COVID-19 pandemic and martial law. The methodology involves a mixed approach that combines the collection and analysis of qualitative and quantitative data to assess the impact of these conditions on tourism and develop recommendations for strategic management. The results showed a significant decline in tourism revenues, shifts in the demographic structure of tourists, and changes in travel behavior. Strategic management measures, such as strengthening digital marketing, diversifying tourism products, and strengthening local partnerships, were identified as crucial for the recovery and sustainability of Kyiv’s tourism sector. The study offers practical recommendations for improving strategic tourism management, ensuring sustainability and resilience to future challenges.