CREATIVE ECONOMY AS A DRIVER OF INNOVATIVE DEVELOPMENT OF TOURISM ENTERPRISES ON A GLOBAL SCALE

Abstract

The aim of this article is to explore the significance of the creative economy as a major driver of innovative development within the tourism sector in the context of ongoing globalization and digital transformation. As tourism becomes increasingly interwoven with cultural expression, technological progress, and experience-driven consumption, it is essential to assess how creative industries—such as design, media, the arts, and cultural heritage—can be effectively incorporated into the operational and strategic frameworks of tourism enterprises. The study examines international experiences in implementing creative solutions in tourism and assesses their impact on enterprise innovation, market competitiveness, and long-term sustainability. Particular attention is given to how these approaches can be tailored to national conditions, with an emphasis on the Cherkasy region, which stands out for its diverse cultural, historical, and natural assets. This research is timely, considering the need to reinforce the global competitiveness of tourism businesses in Ukraine. Today’s travelers increasingly demand more than standard services they seek unique, emotionally resonant, and culturally rich experiences shaped by innovation and personalized engagement. In this context, applying creative and digital innovations to the tourism sector presents a strong opportunity to stimulate economic revitalization, foster regional progress, and support employment. Additionally, the article highlights how digitalization is reshaping interactions between service providers and consumers, facilitating the emergence of more dynamic, personalized, and interactive tourism offerings. The creative economy enhances this shift by supplying tools for narrative design, visual identity, and immersive customer experiences. The article also identifies strategic avenues for development in the Cherkasy region and offers practical guidance for local tourism enterprises on harnessing creativity and innovation to boost market presence, foster collaboration, and ensure sustainable regional growth.