Communication trends of the tourist services market of Ukraine

Abstract

In this article, communication trends have been identified for the formation of a strategy in tourism through the relationship of the tourism and educational industries with the participation of educational institutions. The main tourism and communication trends of 2021–2022 have been identified, which imply the presence of an additional service in the form of an “educational component”. The study showed a direct relationship between the increase in demand for tours, and the absolute discrepancy between the tourist services offered to the buyer. The main elements of an effective communication strategy in the tourism industry of Ukraine were also proposed.