Prospects for the development of investment activities in the tourism industry

The article examines the prospects for the development of investment activity in the tourism industry in the context of modern global challenges such as climate change, digitalization and economic uncertainty. The main focus is on the factors contributing to capital raising: innovative approaches, government support, infrastructure development and regional competitiveness improvement. Based on the analysis of data on tourist flows, investment initiatives and economic indicators, promising areas have been identified, including ecotourism, medical tourism and digital technologies. The results of the study show that investments in sustainable projects can increase the profitability of the industry. The paper highlights the importance of government policy in creating a favorable investment climate. Practical recommendations such as simplification of administrative procedures, stimulation of innovations and modernization of infrastructure are offered. The findings indicate that the tourism industry has significant potential to attract investment, but its development requires an integrated approach. It has been established that government support, including tax incentives and simplification of procedures, remains a key success factor, but its effectiveness depends on transparency and consistency of policy. It was found that digital innovations open up new horizons, allowing regions to compete internationally, while traditional areas require updating to remain relevant.