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ACTIVITY ANALYSIS OF TOURISM SUBJECTS IN ZHYTOMYR REGION

The article analyzes the activities of tourism entities in Zhytomyr and Zhytomyr region on the basis of a survey and static analysis of data from the Main Department of Statistics of Ukraine for 2020. The state and level of development of the market of tourist services of Zhytomyr at the level of both consumers and performers is characterized. Based on the analytical review of consolidated statistics on the activities of tour operators and travel agencies in Zhytomyr region and the results of the survey, it was concluded that Zhytomyr region occupies a weak position in the national market of tourism services, both in number of registered tour operators and travel agencies and by the number of sold tourist packages. It was found that only passive tourism is developing in the region, ie the departure of tourists abroad. Zhytomyr region "exports" tourists to other countries. And the most popular for recreation are countries such as Egypt and Turkey (budget option for family vacations). Such dynamics negatively affect the development of both regional and national tourism market and related industries of the country. Such statistics coincide with the results of the survey. It was found that the family budget for vacation ranges from 20 to 40 thousand hryvnias (93% of respondents) per family. Only 7% of respondents spend more than 50 thousand hryvnias on vacation. Such results are in good agreement with the answers regarding the choice of countries for recreation. As a result of the survey, it was found that the leaders among tour operators are: Anex Tour, Join UP and Coral Travel. Thus, tour operator and travel agency activities in the Zhytomyr region are poorly developed. There, Zhytomyr region ranks 17th with the number of tour packages sold 2215. This is a very low figure for the whole region. The region is dominated by outbound tourism. It is the focus on the development of domestic tourism that should be a priority for the development of tourism in the region. Effective implementation of tours in the country and region, and not just the sale of tour packages for holidays abroad, should become the dominant task of travel companies in the region. Such tours will provide quality and inexpensive recreation, promote long-term prosperity and development of the local community and improve the profitability of small and mediumsized businesses.