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Introduction. The essence and specifics of ecotourism in theory and practice are not sufficiently disclosed. The study of ecotourism is especially relevant for Ukraine, due to its natural resource and tourism potential. Despite the security threats of the war, the current situation creates new opportunities for the development of ecotourism in Ukraine. In this regard, it is necessary to scientifically substantiate the possibilities of the ecotourism development in the conditions of martial law, taking into account regional characteristics and priorities of state support.

Purpose. The purpose of the article is to determine the essence of ecotourism and justify the priorities of its development in Ukraine in the context of war challenges.

Results. Theoretical discussions regarding the essence and specifics of ecotourism are developed. The components of the formation of the ecotourism product, signs and types of ecotourism activity are specified. The main trends in the development of ecotourism in Ukraine in the pre-war period are highlighted. The security challenges of the development of ecotourism in Ukraine are indicated. The priority directions for the development of ecotourism in Ukraine for tourist companies and state authorities are proposed.

Originality. Schematization of the ecotourism essence is carried out. This includes the identification of the components of the formation of ecotourism product, signs of ecotourism activity, the division of types of ecotourism activity into «net» and «hybrid», which made it possible to substantiate the specificity of ecotourism among other types of tourism. Based on the analysis of trends in the ecotourism development in Ukraine and considering the impact of security threats, priorities for the development of this area with new opportunities for differentiation of activities for tourism companies are proposed.

Conclusion. The development of ecotourism in Ukraine in the conditions of martial law and restrictions on international mobility allows to differentiate the directions of tourist activity for its preservation in conditions of uncertainty, to develop the social responsibility of the tourist companies through the offer of settlement services for internally displaced persons, special recreation and rehabilitation services for participants in hostilities, others vulnerable social groups. Priorities of state support for ecotourism in Ukraine should be determined depending on the security status of the region and taken into account during the implementation of the Recovery Plan of Ukraine in terms of rebuilding a clean and protected environment.

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