ENOGASTRONOMIC TOURISM AS A TOOL FOR ENHANCING THE COMPETITIVENESS OF THE LOCAL WINE INDUSTRY

Abstract

The article examines the current state and prospects for the development of enogastronomic tourism as a tool for enhancing the competitiveness of Ukraine's wine industry. The theoretical approaches to defining the essence of enogastronomic tourism are generalized, and its role in creating added value for wine products, promoting rural development, and preserving and promoting local gastronomic heritage is substantiated. Current trends in the development of the Ukrainian wine industry are analyzed based on statistical data on grape processing volumes, the varietal structure of raw materials, and wine material production. It has been established that in 2024 grape processing volumes declined due to the impact of military actions, economic instability, and the reduction of the raw material base. The study reveals that the predominance of purchased grapes in the raw material supply structure indicates a significant dependence of wineries on external suppliers. The varietal composition of processed grapes was analyzed, revealing the dominance of Aligoté, Chardonnay, and Cabernet Sauvignon varieties. The expediency of promoting indigenous grape varieties as an important component of creating a unique regional tourism product is substantiated. The advantages of enogastronomic tourism for the wine industry are summarized, including strengthening consumer loyalty, increasing direct sales, expanding distribution channels, supporting local producers, and improving tourism infrastructure. At the same time, the main barriers to development have been identified, including the insufficient level of tourism infrastructure, weak marketing support for local brands, inadequate integration between the agricultural, tourism, and cultural sectors, and the negative impact of wartime challenges. It is argued that the further development of enogastronomic tourism should be based on the creation of integrated tourism routes, the expansion of the "Wine and Taste Route" projects, the digitalization of tourism services, support for local producers, and the strengthening of cross-sectoral cooperation. The implementation of these measures will contribute to improving the competitiveness of domestic wineries, fostering regional economic development, and facilitating Ukraine's integration into the European enogastronomic tourism area.