Green Transformation and Sustainable Development of the Hospitality and Tourism Sector in Ukraine

Abstract

The study explores the concept of green transformation and its significance in ensuring the sustainable development of the hospitality and tourism sector in Ukraine. The relevance of this topic stems from the necessity for Ukrainian enterprises to adapt to emerging environmental, social, and economic challenges within the framework of the European Green Deal. The research defines the theoretical and methodological foundations of the transition toward an environmentally oriented management model based on the principles of energy efficiency, resource conservation, social responsibility and innovation. Key directions of environmental modernization in the hospitality and tourism sector are analyzed, including eco-innovation, the implementation of international standards (Green Key, ISO 14001, EU Ecolabel) and the advancement of eco-labeling systems. Particular attention is devoted to the socio-economic effects of sustainable development, notably the enhancement of regional competitiveness, job creation and the improvement of Ukraine’s image as an environmentally conscious tourism and hospitality destination. The findings demonstrate that green transformation serves not only as a tool for post-crisis recovery but also as a strategic foundation for the long-term development of the tourism and hospitality industries. The results have practical implications for improving mechanisms of policy planning and implementation in the hospitality and tourism sectors, fostering the education of a new generation of specialists and enhancing the environmental awareness of tourism service consumers.