Using Internet Marketing and Social Media to Promote Ecotourism in Ukraine (Based on the Experience of Norway and Iceland)

Abstract

Ecotourism is a type of sustainable tourism that has gained popularity in recent years. Its primary focus is preserving natural andcultural heritage and promoting responsible travel practices. Norway and Iceland have emerged as leading ecotourism destinations, offering breathtaking landscapes, diverse wildlife, and a solid commitment to sustainability. These countries have implemented successful ecotourism marketing campaigns that have attracted a significant number of sustainable travelers. On the other hand, Ukraine is still in the early stages of ecotourism development. However, recent efforts have been made to promote the country’s natural and cultural heritage as a potential ecotourism destination. The article reveals that with its vast natural resources and diverse cultural heritage, Ukraine has the potential to become a well-known ecotourism destination, contributing to the country’s economic growth while preserving its natural and cultural heritage. Thus, the authors’ objective is to analyze how the experience of countries with a developed ecotourism sector will help Ukraine promote this type of recreation on its territory.