The relevance of the topic is since under the National Economic Strategy for the period up to 2030, tourism and creative industries are the leading vectors of economic development of the country. As a result of public administration, local self-government and decentralization reform processes in Ukraine, powers and resources have been transferred from central executive bodies to executive and local self-government bodies at the regional and local levels, including powers for tourism development. Today, the system and structure of the tourism administration at the regional and local levels is very diverse. And the activities of individual public authorities are insufficiently coordinated and characterized by a lack of coordination and cooperation, as the creation of structural units in tourism and local government only advisory in nature. The importance of reforming public governance in tourism is since it includes more than 40 related sectors of the economy, the intensification of which can ensure the development of small and medium-sized businesses, as well as improve the image of government at the regional and territorial levels to attract investment. The relevance of the chosen topic has increased since 2020 has become a crisis year for the tourism industry, causing more than $ 1.3 billion in losses worldwide and recording the lowest profits in the history of tourism. It is during such periods that the existing problems are exacerbated, and the role of public administration is growing, becoming extremely important for the further recovery of tourism and overall sustainable development of the country.
The purpose of the study is a theoretical and methodological discussion of the main directions of public administration reform of tourism at the regional level under the decentralization of Ukraine. The object of research is the system of public administration of tourism in Ukraine. The subject of the research is the reform of public administration in the field of tourism at the regional level under the decentralization in Ukraine.
It is substantiated that the achievement of sustainable development in the field of tourism depends on the efficiency of the formal and informal structures created for its organization, as well as the available resources and opportunities. Good governance in tourism depends on the effective and efficient work of public authorities and local governments, other stakeholders involved in the network, their aspirations and values, the decisions they make on accountability, participation, communication and knowledge sharing.
A model of public administration of tourism destinations at the regional level under decentralization is developed. Its implementation should ensure effective tourism administration, involvement of all stakeholders in tourism in a given area, exchange of knowledge, ideas and aspirations, and action plans for sustainable tourism. Recommendations to create a single system of public administration bodies in tourism at the regional level and territorial communities – regional and local organizations for the management of tourism destinations, are suggested. The main elements of the model of public administration of tourism destinations at the regional level under decentralization are described, and attention is focused on the need to implement the principles of good governance as the main provisions according to which tourism destinations should be managed. It is noted that the activities of regional and local tourism destination administration organizations should be transparent and effective; these organizations should be able to involve different stakeholders, coordinate and organize cooperation between stakeholders through a methodology split into the following stages: research and analysis, planning and strategy development, tourism development products, promotion and marketing, evaluation and monitoring.
Based on the analysis and taking into account foreign experience, the priority areas for reforming public administration in the tourism field at the regional level are defined in the following main areas: legal, organizational, strategic, informational, human resources and resource provision. The Concept of reforming the public administration of tourism at the regional level up to 2026 is developed.
