The article examines the attractiveness factors of the European Union (EU) as a tourist destination and assesses their impact on the development of the EU tourism industry and its competitiveness in a context of instability and uncertainty. The EU is one of the most visited regions In the world due to its rich cultural and historical heritage, natural landscapes, well-developed infrastructure and accessibility for tourists from different countries. It examines the key factors that make the countries of the European Union attractive to international tourism and tourists: cultural and historical heritage, diversity of natural landscapes, infrastructure, economic accessibility and the brand EU. Special attention is paid to the changes in international tourist flows and tourism expenditure due to the effects of the Covid-19 pandemic. The EU tourism industry has shown resilience to the effects of the Covid-19 pandemic. The main factors behind the recovery of international tourism in the EU after the COVID-19 pandemic were the massive lifting of travel restrictions, the resumption of international flights, the growing demand for international tourism and the desire of tourists to compensate for the limited travel opportunities in previous years. Overcrowding of tourist sites, economic and geopolitical challenges, climate change play a key role in shaping the future prospects of the EU as a tourist destination. Strategies to strengthen the EU's position in the global tourism market and to increase the competitiveness of the EU tourism industry are considered and substantiated. Marketing campaigns, branding and rebranding of destinations, simplification of visa procedures, diversification of tourism products (cultural, eco-tourism, gastronomic tourism, etc.) and the introduction of digital technologies and innovations are among the key strategies o attract tourists to the EU. The key to promoting tourism products in the future should be environmental sustainability, innovation and digital technologies

Узагальнено чинники, що підвищують привабливість ЄС як туристичної дестинації: культурна й історична спадщина, різноманітність природних ландшафтів, інфраструктура, економічна доступність, Бренд Європи. Обґрунтовано стратегії підвищення конкурентоспроможності туристичної галузі ЄС, зокрема маркетингові кампанії, брендинг і ребрендінг туристичних дестинацій, спрощення візових процедур, диверсифікація туристичних продуктів, а також впровадження цифрових технологій та інновацій. У майбутньому екологічна стійкість, цифрові технології повинні стати ключовими у просуванні туристичних продуктів в ЄС