Revitalization as a Modern Brand Strategy in Tourism Lviv

Lviv's historic center faces growing tourism pressures, with over 2.5 million visitors annually since 2010, threatening its architectural integrity and residential comfort. This study highlights revitalization as a strategic approach to balance cultural tourism growth with urban preservation, drawing parallels from American and European experiences dating back to the 1950s. The research analyzes successful revitalization projects in Lviv, such as !FESTrepublic (a former glass factory turned festival hub), the jam factory repurposed into an art center, and ReZavod (an old industrial zone transformed into a creative space). These initiatives demonstrate how adaptive reuse can mitigate mass tourism's negative impacts while enhancing Lviv's cultural brand. The study underscores the need for sustainable urban planning to protect heritage sites amid rising tourist demand.

Hnatkovych, O., Shevchuk, A., & Skrynka, T. (2021). REVITALIZATION AS A MODERN BRAND STRATEGY IN TOURISM LVIV. Eastern Europe: Economy, Business and Management, (4(31)). https://doi.org/10.32782/easterneurope.31-12