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DEVELOPMENT OF TRAVELING POTENTIAL OF TERNOPILSK REGION

This article presents the characteristics of the tourist potential of the Ternopil region. Namely: the description of natural resource and tourist-recreational components, the state of historical-cultural monuments and tourist infrastructure. The key internal strengths and weaknesses of the tourist potential of Ternopil region were highlighted, as well as the opportunities and threats of its development and SWOT analysis of
the region. The analysis of problems hindering development of tourist potential and development of tourist industry of Ternopil region is given. Among them: poor condition of tourist facilities and roads; unsatisfactory state of informational and marketing provision of tourism; low level of provision of professional personnel in the field of tourism; lack of economic and financial resources for the development of tourism
potential. The directions of development of tourist potential of Ternopil region are proposed and grounded, which include: integrated strategic planning and financing of tourism potential development; economic stimulation of tourism potential development and recreation; advertising, informational and marketing support of the tourist potential of the region; Improvement of staffing of tourism industry and hotel industry development; formation of an attractive investment climate for the development of tourism potential.