RECREATION AS A STRATEGIC DIRECTION IN INTERNATIONAL TOURISM AND HOTEL AND RESTAURANT MANAGEMENT

The article examines the sphere of recreation as a strategic direction in the management of international tourism and hotel and restaurant business, which is becoming particularly relevant in the context of globalization and the constant growth of demand for quality recreation services. The authors note that recreational services perform a multifunctional role: they not only increase the level of comfort and customer satisfaction, but also shape the competitiveness of tourism and hotel and restaurant enterprises in the global market. Particular attention is paid to the analysis of modern trends in the development of the recreational sector, including the integration of innovative technologies, digitalization, personalization of services, and the growth of interest in ecological and wellness tourism. It has been determined that effective management of recreational processes contributes to increasing customer loyalty, improving the image of institutions, increasing revenues, and ensuring sustainable development of territories. Special attention is paid to the prospects for the development of recreational services in Ukraine. The author proves that under the conditions of proper management, the use of innovative technologies, international quality standards and the preservation of natural and cultural potential, Ukraine can occupy a significant place in the international tourism market. he development of the recreational sphere is defined not only as an economic necessity, but also as a socio-cultural factor that contributes to the harmonization of social life, the preservation of cultural heritage, and the popularization of a healthy lifestyle. Thus, the study emphasizes the importance of recreation as a strategic direction in the management of international tourism and hotel and restaurant business, combining economic, social and cultural dimensions, opening up new opportunities for increasing competitiveness and sustainable development.