DEVELOPMENT OF INTERNATIONAL TOURISM UNDER GLOBAL IMBALANCES

Abstract

The study provides a comprehensive analysis of the development of international tourism in the context of persistent global economic, social, political, and environmental imbalances. Over the past decade, the tourism industry has faced multiple systemic shocks, including the COVID-19 pandemic, geopolitical tensions, climate-related disasters, financial crises, and rapid digital transformation of global markets. These events have significantly reshaped the structure, priorities, and dynamics of international tourism, influencing patterns of mobility, investment, and consumer behavior. The purpose of this study is to identify the key trends and transformation processes affecting global tourism, to highlight the main challenges arising from structural imbalances, and to outline strategies for sustainable recovery and long-term competitiveness in a post-crisis era. By adopting a multidisciplinary approach, the paper explores tourism as a complex socio-economic system, integrating mobility, innovation, cultural exchange, and international cooperation. The study emphasizes that global imbalances have accelerated structural transformations within the tourism sector. Traditional mass tourism models based primarily on price competition are increasingly being replaced by value-oriented approaches that prioritize sustainability, innovation, and digital efficiency. Digitalization has become a key driver of change, with online booking platforms, smart tourism solutions, data-driven destination management, and artificial intelligence applications enhancing flexibility, improving customer experiences, and optimizing operational efficiency. In conclusion, overcoming global imbalances in international tourism requires a holistic and integrated approach. Technological innovation, digital transformation, and sustainable practices must be embedded alongside social inclusion, economic diversification, and global collaboration. The post-crisis tourism landscape will be defined by resilience, adaptability, and innovation, offering opportunities for cultural exchange, environmental stewardship, and sustainable economic growth. Policymakers, tourism organizations, and global institutions must embrace a multidimensional strategy that combines economic, technological, environmental, and social considerations to ensure a balanced, inclusive, and thriving international tourism sector for the decades to come.