CULTURAL HERITAGE AS A BASIS FOR THE DEVELOPMENT OF TOURIST ROUTES

Abstract

In the context of Ukraine’s socio-economic transformation and European integration, cultural heritage has become a crucial resource for developing tourist routes. It embodies the nation’s historical evolution, shapes identity, strengthens social cohesion, and enhances the state’s international image. Yet, its potential in tourism remains underused: many heritage sites lie outside tourist flows, with limited popularization, infrastructure, and digital accessibility. Most research emphasizes cultural or conservation aspects, while the interdisciplinary role of heritage in sustainable tourism requires deeper study. Under conditions of decentralization, globalization, and war, it is vital to integrate heritage into local strategies, stimulate creative initiatives, and support regional revitalization. The war’s destruction of monuments further highlights the need for new approaches to preservation and representation particularly through «routes of memory» combining educational and commemorative functions. The study aims to substantiate the role of cultural heritage as the foundation for forming tourist routes, assess its potential in cultural tourism, and define key problems and prospects. The methodological basis rests on sustainability principles balancing economic benefits, social inclusion, and heritage protection. Cultural heritage, encompassing tangible and intangible values architecture, archaeology, folklore, gastronomy, and rituals forms the cultural landscape and determines destination attractiveness. Developing tourist routes involves identifying, evaluating, and interpreting heritage resources through historical, thematic, and digital storytelling. Digitalization expands heritage accessibility via VR/AR, 3D reconstructions, and interactive platforms, engaging youth audiences. The creation of cultural clusters and creative hubs uniting museums, art spaces, and local businesses generates innovative tourism products. Despite Ukraine’s legal alignment with UNESCO and EU conventions, challenges persist ‒ funding, infrastructure, and expertise gaps. The research concludes that heritage-based routes are strategic for Ukraine’s post-war recovery, fostering cultural dialogue, sustainable economies, and renewed national identity.