Strategies for managing foreign economic activity of tourism enterprises in the Lviv Region as a factor in shaping their competitiveness

Abstract

The study was conducted to assess the competitiveness of the tourism industry in the Lviv Region at the international level and to develop strategies for its development in the current political and economic context. For this purpose, a comprehensive approach was employed, including a SWOT analysis of competitiveness and comparisons with other tourist regions. The study also developed strategies for entering new markets for tourism enterprises in the Lviv Region, particularly through international partnerships, the creation of joint tourism programmes, and infrastructure development. The study analysed the dynamics of the development of the tourism industry in the Lviv Region during 2022-2024, in particular the net income of tourism companies in 2024, which in the first half of the year amounted to UAH 1.1 billion (19.1% of the total income of the industry in Ukraine), tax revenues of UAH 314.9 million (+27% compared to 2023), and a record tourist fee of UAH 47 million. These figures reflect trends in domestic and international tourism, the growth of the average length of stay of tourists, and the region’s adaptation to economic and security challenges. The main results of the study included the identification of the strengths of the Lviv Region, such as its rich cultural heritage, natural resources, developed infrastructure, and favourable geographical location. The Lviv Region was found to be promising for the development of cultural tourism, gastronomic tourism, and ecological recreation. It was established that the Lviv Region has significant potential to improve its position in the international market but requires additional investment in the development of marketing strategies, infrastructure, and digital technologies. A comparison with other tourist regions, such as the Tatra Mountains in Poland and the Karlovy Vary Region in the Czech Republic, showed that the Lviv Region possesses competitive advantages in terms of cultural heritage and natural resources but lags behind in infrastructure and the development of sustainable tourism. The strategies of these other regions focus on improving infrastructure, developing integrated tourism products, and intensifying international marketing, which represent important directions for the Lviv Region as well. This highlights the need for investment in infrastructure development, the expansion of tourist routes, the improvement of transport accessibility, and the enhancement of service quality.