Potential of the tourism and recreation sphere in the European North: evaluation and development vector in terms of the Arctic development

The article examines the potential and development vector of the tourism and recreation sphere in the European North in current conditions. We present the results of the research aimed at defining the potential level of the European North’s tourism and recreation sphere and developing areas of its growth within the Arctic development on this basis. We name the objects of tourist attraction in the Arctic zones and show the monuments of cultural, historical, and natural heritage in the European North. We conduct a critical analysis of methodologies for defining the tourist potential level and reveal its pros and cons. We justify the necessity to develop efficient methodological approaches to studying the resource potential of the tourism and recreation sphere. We propose the following criteria for evaluating the tourist potential of northern regions: image of the tourist region, degree of the tourist infrastructure development, labor potential of tourism, transport accessibility and environmental friendliness of the territory, comfort and safety of tourists, competitive, institutional, and innovative components of the tourism sector. We reveal northern territories with the highest tourist potential on the basis of the results received after testing the author’s methodology for evaluating the tourism resource potential, which implies the carrying out of the expert assessment considering the importance and manifestation of the tourist potential components. They are the basis for designing tourist and recreation zones and forming new tourist destinations. We mark the problems and prospects of developing tourist activity in the European North. It is justified that problem-oriented concept should be the development vector of the tourism and recreation sphere of northern tourist territories in modern conditions. We determine the significance of the study for the theory of tourism. We develop recommendations on the application of the obtained results in management and development of tourism and recreation in the European North.