Innovations in tour operations as a response to geopolitical challenges in creating transcordon routes

Abstract

This article examines the innovative strategies employed by tour operating companies in response to geopolitical challenges, particularly focusing on the creation of transborder routes. In a world marked by geopolitical transformations, the tourism industry faces diverse risks that necessitate adaptive measures from tour operators. The study assesses the risks linked to transborder tourist routes and investigates the proactive role of tour operators in mitigating these challenges. Geopolitical factors, such as political and economic instability, terrorism threats, diplomatic disputes, migration crises, and changes in infrastructure and access, significantly impact the safety and stability of transborder routes. The article highlights the dynamic nature of these challenges and emphasizes the need for flexible and responsive strategies from tour operators. In this context, the research delves into the role of technological innovations, including digital technologies, the Internet of Things (IoT), artificial intelligence (AI), and blockchain, in enhancing the quality, safety, and adaptability of transborder tourist routes. It explores how these technologies contribute to efficient logistics, personalized tourist experiences, and real-time analysis of geopolitical risks. Furthermore, the article discusses the importance of collaboration among stakeholders in the tourism industry. It underscores the significance of information exchange and best practices among tour operators to overcome geopolitical challenges effectively. The study concludes by emphasizing the critical role of innovation in ensuring the sustainability and success of tour operators amidst geopolitical uncertainties. UDC: [338.482:005.591.6]:005.334. JEL: O32, F50, R58. DOI: https://doi.org/10.53486/escst2023.24.