Competitiveness of tourist destinations under modern challenges

Modern tourist destinations in the world are a driver of the socio-economic development of territories, exerting a positive influence on the growth rate of the gross regional product, increasing profits, and the development of adjacent branches of the national economy, closely related to tourism. The need for accelerated development of the tourism industry makes it necessary to solve the problem of increasing the competitiveness of the national tourist product in both domestic and foreign markets. Such a task is especially relevant now, as most tourist destinations face fierce competition. The significance of this publication lies in its exploration of the competitiveness of tourist destinations, the identification of factors that shape their competitive advantages, and the proposal of strategies to enhance their development. This research is not just informative, but it is also crucial for understanding the dynamics of the tourism industry and for guiding future strategies in this field. The article examines the essence and nature of the popularity of tourism. Tourism development was determined to affect enterprises’ successful operations in the tourism industry and related industries. The Tourism Industry Development Index was studied, and specific global trends such as digitalization, sustainability, and changing consumer preferences affecting the tourism industry were determined. The essence of the tourist destination is substantiated, and it is stated that competitiveness is necessary for its stable and prosperous development. According to the evaluations of various scientific studies, the factors that form competitive advantages and the directions of their creation have been determined. It is justified that the destination’s competitiveness implies safety, efficiency, quality, high productivity, adaptability, success, modern management, excellent products, and low costs. The competitiveness of tourist destinations can be significantly enhanced through the efficient and rational use of environmental, social, and cultural resources. This research not only provides valuable insights into the competitive strategies but also equips the reader with actionable knowledge that can be adopted to elevate the status of a territory in the hospitality sector. Keywords: tourism, tourist destination, competitive advantages, competitiveness, socio-economic development.