Abstract
<jats:p>The article examines the impact of the military conflict on the development of rural tourism in Ukraine, identifies the main challenges faced by tourism stakeholders, and analyzes adaptation strategies used to maintain the sector's functioning under crisis conditions. Particular attention is given to the role of domestic tourism, safe routes, digitalization of tourism products, local culture and gastronomy, as well as volunteer and socially oriented initiatives. The negative consequences of the war for rural tourism are analyzed, including a decline in tourist flows, financial instability of small businesses, threats to tourist safety, and limited access to natural and cultural resources. Key challenges for owners of agro- and rural tourism facilities are identified, encompassing financial, organizational, psychological, and infrastructural aspects. Examples of adaptation strategies successfully implemented by Ukrainian rural tourism estates are presented, including the development of domestic tourism, safe routes, digital promotion, combining recreation with support for local communities, and the use of local culture and gastronomy. The prospects for post-war rural tourism development are separately analyzed, with particular focus on sustainable development, integration of European experience, digitalization, socially oriented, and safe tourism. The study concludes that effective adaptation and comprehensive implementation of adaptation strategies ensure the resilience of rural tourism during the war, support economic activity in rural areas, and lay the groundwork for post-war recovery and sustainable development of the sector. Additionally, it is emphasized that the war stimulates the development of new forms of tourism activity, such as volunteer tours and socially oriented projects that combine recreation with support for local communities. These forms of tourism contribute to increased community engagement, preservation of cultural heritage, and the formation of a positive image of regions affected by military actions. It is determined that integrating European experience and using digital tools enhances the competitiveness of Ukrainian rural tourism facilities in domestic and international markets. A comprehensive adaptation approach that combines economic, social, and cultural aspects provides a platform for the development of sustainable and safe rural tourism even under crisis conditions.</jats:p>