THE MAIN TRENDS IN THE DEVELOPMENT OF INTERNATIONAL MARKETING IN TOURISM IN MODERN CONDITIONS

Khayrullin Mars Faritovich, Tkacheva Anastasia Evgenievna, Kvirikadze Polina Vladimirovna

The paper considers the main directions of development of international marketing in tourism in modern conditions, identifies problems in this area and suggests ways to solve them. The main trends in the development of international marketing in tourism included: digitalization and the use of big data, focus on sustainable tourism, intelligent international tourism, individualization (personalized tourism). Among the problems of the development of international marketing in tourism were identified: cultural differences, political and economic instability, interaction with various regulators, high level of competition, active technological development, changes in consumer preferences, environmental challenges. To solve the identified problems, appropriate measures were proposed to eliminate them. To solve these problems, organizations working in the field of international tourism need to develop flexible marketing strategies that take into account local and international trends, invest in the study of cultural and consumer characteristics of various markets, actively use the latest technologies to more accurately target the target audience and personalize offers, focus on ecotourism, sustainable and responsible travel with minimal impact on the environment, develop flexible pricing strategies and create a variety of package offers to attract a wide range of tourists.

Keywords:tourism, marketing, international marketing, international marketing in tourism, marketing in tourism