INCREASING TOURIST ATTRACTIVENESS THROUGH THE RE-CONCEPTUALIZATION OF RECREATION CENTERS INTO TOURIST ATTRACTIONS

This article is devoted to analyzing the potential for territorial development realized through the strategic repurposing of outdated recreational facilities (recreation centers) into modern and competitive tourist attractions. The author considers this process a key driver for increasing tourist flow and stimulating regional economic activity. The study systematizes the most promising types of tourism capable of ensuring sustainable demand: cultural and educational, gastronomic, event-­based, active (including sports and adventure), wellness, ecological (with a focus on deep immersion in nature), and family-­oriented recreation.The main content of the research is focused on the methodology for the comprehensive modernization of recreational complexes. The proposed model includes creating unique thematic concepts (such as eco-resorts, authentic ethnographic clusters, premium wellness and spa centers), radically updating the material and technical base and service standards, and achieving deep integration with local natural and historical-­cultural heritage. Special emphasis is also placed on the inextricable link between the commercial efficiency of projects and the principles of sustainable development and corporate social responsibility. It is argued that the ultimate goal of the transformations should be the formation of a high-quality recreational environment that not only meets the demands of tourists but also contributes to strengthening the health and improving the life quality of the local population, thereby ensuring the long-term sustainability of the territory’s development.