CREATIVITY AND STRATEGIC PLANNING OF SOCIO-CULTURAL PROJECTS IN THE TOURISM INDUSTRY OF UKRAINE: INTERCULTURAL COMMUNICATION AND INTERNATIONAL INVESTMENT
DOI:
https://doi.org/10.31392/cult.alm.2025.3.39Keywords:
war, volunteer tourism, investments, creativity, cultural heritage, cultural tourism, intercultural communication, international cooperation, memorial tourism, socio-cultural projects, strategic planning, tourism industry of UkraineAbstract
The article examines the importance of creativity and strategic planning in the implementation of socio-cultural projects in the Ukrainian tourism sector in the context of military conflict, economic challenges and globalization. Tourism is considered as a multifaceted system that combines cultural diplomacy, innovation, creative economy and support for local communities. The impact of Russia’s full-scale war against Ukraine on the tourism infrastructure is analyzed, a significant reduction in international travel and the transformation of tourism functions are observed – from traditionally entertaining to humanitarian, memorial and social. The examples of the projects “Ukrainer” and “Tustan” demonstrate the successful combination of local initiatives with cultural traditions and international cooperation, which contributes to attracting investments and support from European funds. Special attention is paid to the role of the Creative Europe and UNESCO programs, which support the restoration of cultural heritage and the development of creative industries in Ukraine, as well as contribute to the support of Ukrainian citizens in various European countries. It also examines current trends, such as volunteer tourism, solidarity tourism, and memorial tourism, which help create positive international narratives and strengthen social cohesion in difficult conditions. The importance of intercultural communication as an effective and efficient tool for improving the quality of strategic planning and developing partnerships within local and more global socio-cultural initiatives is emphasized. The relevance of the topic is determined by the need to adapt the tourism sector of Ukraine to the challenges of wartime and introduce innovative approaches to strategic planning and implementation of socio-cultural projects. The results demonstrate that an integrated approach, combining creativity, partnership, and international support, is key to the sustainable development of the industry and the preservation of the country’s cultural identity. The conclusions can serve as the basis for creating effective policies aimed at restoring the tourism sector and strengthening the international competitiveness of Ukraine.
References
Білицька, Я. (2023). Відновлення туризму і туризм для відновлення. Ukraїner, 29 листопада. URL: https://www.ukrainer.net/turyzm-vidnovlennia/
Білицька, Я., Томей, К. (2023). Відновлення туризму і туризм для відновлення. Ukraїner. URL: https://www.ukrainer.net/turyzm-vidnovlennia/
Бойко, З., Горожанкіна, Н., Грушка, В. (2024). Тенденції розвитку туризму в Україні в умовах воєнного часу. Економіка та суспільство. Електронний журнал. Випуск 59. https://doi.org/10.32782/2524-0072/2024-59-7
Дитячий екомайданчик. Тустань. URL: https://tustan.ua/fun/eko-playground/
Дослідження. Тустань. URL: https://tustan.ua/about/skansen/research/
Мазаракі, А., Бойко, М., Охріменко, А. (2021). Трансформація туристичної системи в контексті цифровизації. Економіка України, 64 (12 (721), 3–21. https://doi.org/10.15407/economyukr.2021.12.003
Майстер-клас з гончарства. Тустань. URL: https://tustan.ua/fun/pottery-master-class/
Мотузковий парк “LaZanka”. Тустань. URL: https://tustan.ua/fun/lazanka/
Про Ukraїner. Ukraїner. URL: https://www.ukrainer.net/expedition/
Світ Карпатських розет – заходи зі збереження унікальності культури Карпат. Єврорегіон Карпати-Україна. URL: https://ekarpaty.com/nashi-proekty/rosettes/
Фестиваль «БойЄ». Тустань. URL: https://tustan.ua/festivals/bojye/Фестиваль-табір української середньовічної культури Тустань. Тустань. URL: https://tustan.com.ua/
Худавердієва, В. (2023). Потенціал культурного туризму як складової соціально-культурного розвитку суспільства. Науковий журнал Хортицької національної академії, 1 (8), 1–11. https://doi.org/10.51706/2707-3076-2023-8-14
Шевелюк, М. (2020). Поняття культурного туризму та його класифікації. Питання культурології, 36. 99–109. DOI: 10.31866/2410-1311.36.2020.221051
Cuhlova, R. (2023). The dynamics of international projects and the role of intercultural communication. Ad Alta: Journal of inter disciplinary research. 8, 1, 51–53. URL: https://www.researchgate.net/profile/Renata-Cuhlova/publication/326462428_The_dynamics_of_international_projects_and_the_role_of_intercultural_communication/links/5d7a0236a6fdcc9961c135a6/The-dynamics-of-international-projects-and-the-role-of-intercultural-communication.pdf
Culture Moves Europe: three years of support to Ukrainian artists and cultural professionals. (2025). Culture and Creativity. European Commission, 10 Jul. URL: https://culture.ec.europa.eu/news/culture-moves-europe-three-years-ofsupport-to-ukrainian-artists-and-cultural-professionals
Devjak, I., Sabidussi, A., Bezcioğlu-Göktolga, I., Smeets, R. (2023). Intercultural Communication: Hampering and Facilitating Factorsin International Business. Journal of Intercultural Management, 15, 2, 21–44. DOI: 10.2478/joim-2023-0006
European Commission: European Education and Culture Executive Agency, Supporting Ukraine’s arts and culture. EU values and solidarity at work. (2024). Publications Office of the European Union. European Union. URL: https://data.europa.eu/doi/10.2797/813500
Evangelou, P. A., Broni, G. K., Antoniadi, I. I. (2023). Cultural Tourism and Cultural HeritageConnected with Digital Marketingin Western Macedonia. Strategic Innovative Marketing and Tourism. Current Trends and Future Outlook-10th ICSIMAT, Ionian Islands, Greece, 2023. Ed.: A. Kavoura, T. Borges-Tiago, F. Tiago. Springer, 175–183. https://doi.org/10.1007/978-3-031-51038-0
Glossary of tourism terms. UN Tourism. URL: https://www.unwto.org/glossary-tourism-terms#T
Luque, J. M. F. S. (2022). Cultural Diplomacy in the European Union State and relationship with the EU strategic autonomy. Universitat Oberta de Catalunya. 60 p. URL: https://openaccess.uoc.edu/server/api/core/bitstreams/ad99d484-3c4c-4913-873d-33d2db328335/content
New Trends in Tourism. (2025). Ed.: K. Tomazos, U. Iyer-Raniga. 174 p. DOI: https://10.5772/intechopen.1007171
Nusraningrum, D., Pratama, A. (2019). The Tourism Development through Creative Economy. International Journal of Engineering and Advanced Technology (IJEAT), 8, 6 S 3, 300–308. DOI: https://10.35940/ijeat.F1049.0986S319
Pajtinka, (2017). Cultural diplomacy and its organizational and institutional models in selected states.
Palenčíková, Z., Csapó, J. (2021). Creative tourism as a new tourism product in Slovakia the theoretical and practical analysis of creative tourism: formation, importance, trends. Ed.: Z. Raffay. Constantine the Philosopher University in Nitra, Faculty of Central European Studies, 135. URL: https://www.researchgate.net/publication/352816522_Creative_tourism_as_a_new_tourism_product_in_Slovakia_The_theoretical_and_practical_analysis_of_creative_tourism_formation_importance_trends
Promoting the Diversity of Cultural Expressions and Creative Economy. UNESCO. URL: https://www.unesco.org/en/articles/promoting-diversity-cultural-expressions-and-creative-economy
Ukraine. Interred Europe. Co-funded by the European Union. URL: https://www.interregeurope.eu/ukraine#anchor-national-guidance
Visit Ukraine запускає новий проєкт – Донат тури в Україну. Visit Ukraine. URL: https://visitukraine.today/uk/blog/2652/visit-ukraine-launches-a-new-project-donate-tours-to-ukraine#shho-take-donat-turi-v-ukrainu
