ENSURING OF ECONOMIC SECURITY OF TOURISM AND HOSPITALITY IN THE EU AND THE WORLD: STATE MECHANISMS FOR ANALYZING OF CHALLENGES AND STRATEGIC CONTRADICTIONS

Abstract

The paper reviews state mechanisms for analyzing of challenges and strategic
contradictions regarding ensuring of economic security of tourism and hospitality in the EU countries and
in the world. In particular, a diagnosis of the average monthly median ADR in Europe at the macro level is
carried out; the risks to economic growth of tourism and hospitality in the EU countries and the world are
analyzed; the ratio of price and quality of tourism and hospitality in the EU countries and in the world is
assessed.
Overall, the risks to economic growth and tourism growth in 2025 are shown to be tilted to the
downside. Given recent announcements, the current scenario of a downturn in the tourism economy is
perhaps a more robust forecast. The greater impact of tariffs would mean that the recovery in
international travel would slow significantly in 2025, from 12.3% to just 6.7% above 2019 levels, according
to the current downward projection.
It is highlighted that the challenges facing European businesses differ from the global picture,
which is often distorted by US respondents. In a recent survey, fewer respondents identified the cost of
flights and accommodation as key challenges for European tourism. It also notes that there are risks
associated with adverse weather conditions and natural disasters, which could divert tourists to
alternative destinations or possibly delay bookings to these regions.
It is shown that there have been some changes in the top global challenges for tourism in 2025.
Financial pressures remain a key challenge, but have eased somewhat compared to the previous quarter.
Instead, concerns about bureaucracy, regulation and trade policy, as well as concerns about a decline in
long-term international visitors, were more prominent. This is likely to be influenced by recent
announcements by the US administration on global trade.
It is determined that the five destinations that received the most praise for value for money in
written guest reviews were Italy, Cyprus, Malta, Greece and San Marino.
It is noted that, in general, sustainable tourism measures guests’ perceptions of environmentally
and socially sound practices employed by operators.