The Role of Digital Tourism in Strategic Crisis Management of Tourist Destinations During Wartime

In the context of global political uncertainties, as well as environmental and economic crises, tourism business entities need innovative security strategies. In particular, aspects of optimizing resource use and developing customer-oriented experiences that respond to changes in security and behavioural modifications are becoming key. This is facilitated by digital technologies that can overcome multi-system barriers. At the same time, the ongoing war in Ukraine has created unprecedented challenges for tourism entities, requiring the integration of strategic approaches to crisis management that ensure both resilience and future recovery. This study explores the role of digital tourism as a tool for adaptive transformation and value creation in wartime conditions. The emphasis is on how digital platforms, virtual experiences, CRM systems, and AI-based personalization contribute to maintaining the visibility of tourist destinations, supporting customer engagement, and creating alternative economic activities. To address these aspects, a qualitative approach was applied, including the development of a Matrix of Creative Value of a Tourist Destination, the identification of key components of a destination’s Digital-Resilience and an Innovation Model (D-RIM) to systematically evaluate strategic crisis management and the adaptability of tourist destinations during wartime. The study highlights the strategic importance of creating digital assets to preserve cultural assets, create VR tours and tours of tourist attractions and locations that are physically destroyed or inaccessible for specific reasons. Drawing on empirical research on Ukrainian tourism initiatives, the article identifies key digital innovation practices that support the strategic repositioning of tourism destinations. The results offer insights for policymakers, tourism professionals, and local communities seeking to sustain tourism activities and prepare for revival.