(Державний торговельно-економічний університет, 2025) Ulianenko, D.
The article examines approaches to personalization of a tourist product using the example of the destination Ternopil in the context of global competition in the international tourist market. The key elements of the personalization strategy that influence the attractiveness of the region for foreign tourists are considered. The need for the introduction of digital technologies, analysis of the behavior of target segments and the use of local features as factors in the successful positioning of Ternopil as a unique tourist destination is substantiated.