IMPROVING WAYS TO DEVELOP TOURIST - RECREATIONAL SERVICES IN THE REGION

This article is devoted to the analysis of ways to develop and improve tourist and recreational services in the region. It considers the economic, social and environmental significance of tourism and recreational services. Also, scientific and practical recommendations are given in such areas as improving infrastructure, introducing innovative technologies, developing ecotourism and promoting local culture to further develop the region's tourist potential. The study emphasizes the need for an integrated approach to the sustainable development and competitiveness of regional tourism.