STRENGTHENING FINANCIAL STABILITY OF TERRITORIES BY DEVELOPMENT OF ECO-TOURISM

One of the promising directions of tourism development as an industry-multiplier of economic development is recreational activity. Recreation is a complex concept, which includes many subspecies of tourism, aimed at providing recreation and recreation for tourists. The article investigates the problems of development of recreational potential in order to increase the efficiency of tourism business, especially eco-tourism, to ensure the financial stability of the regions, as it is known that the tourism industry is profitable and does not require high primary expenses. The country's recreational potential is quite large, but its implementation is hampered by the lack of effective state mechanisms for the implementation of recreational development programs, the lack of conditions for attracting external and internal investment and the need for the development of tourist infrastructure, which is often morally and physically worn out. One of the types of recreation is ecological tourism, which is developing rapidly in the countries of the European Union, the United States, and other world leaders in the tourist industry. The theoretical definition of the concept of ecological tourism, which is characterized as a type of tourism, connected with preservation and ordering to nature, is given. The task of the study is to assess the potential of recreational development of tourist destinations. As a result of the analysis, an integrated criterion was developed for determining the recreational potential of the region and a methodology for analyzing the level of potential and level of its use was developed. On the basis of the proposed methodology, a ranking of the regions of Ukraine was conducted. The obtained results of the assessment and the SWOT analysis allowed to develop a number of directions for the enhancement of the development of ecological tourism in order to ensure the financial stability of the territories of Ukraine. Thus, the article proposes mechanisms for assessing and realizing the recreational potential of tourist destinations, taking into account the specifics of different regions of Ukraine, the prospects for the further development of recreational tourism, including eco-tourism, which gained significant popularity and can provide high profitability indicators for the industry and economy of the country as a whole