Abstract
<jats:p>The article reveals the essence of competitiveness of tourism enterprises in the regional dimension in the conditions of post-war economic transformation. It shows that tourism today performs not only an economic but also a social function, becoming an instrument for the restoration of territories, increasing employment, and forming a positive image of regions. The war and crises of recent years have radically changed the spatial structure of the tourism market: while until 2022 tourism centers were concentrated in the south and east, activity has now shifted to the western regions, in particular Volyn, Lviv, and Zakarpattia. These changes have necessitated a rethinking of the competitive behavior models of enterprises, which now have to focus not only on commercial gain, but also on sustainability, partnership, and digital visibility. The study analyzed the activities of 15 tourism enterprises in the Volyn, Lviv, and Rivne regions. Based on the results of interviews and questionnaires, three leading areas for ensuring competitiveness were identified: digital integration (implementation of CRM, online booking, big data analytics), partnership interaction (cooperation between business, government, and communities), and managerial adaptability (flexibility in decision-making and responding to risks). An integrated model of regional competitiveness for tourism enterprises is proposed, combining digital technologies, social responsibility, and ESG principles. It has been proven that the competitiveness of tourism in modern conditions goes beyond traditional competition for customers − it is transforming into a system of partnerships, where trust, local identity, and joint value creation for territories play a key role. In this context, domestic tourism is becoming a platform for regional sustainability, and enterprises capable of combining innovation with social orientation are forming a new ecosystem for the development of Ukrainian tourism.</jats:p>