ТУРИСТИЧНА ПОЛІТИКА ІСЛАНДІЇ: ЗАКОНОДАВЧІ, РЕКЛАМНО-МАРКЕТИНГОВІ, ІНФРАСТРУКТУРНІ, ЕКОЛОГІЧНІ ТА БЕЗПЕКОСТРАХУВАЛЬНІ АСПЕКТИ

This article is written on the basis based onthe study and analysis of the laws and regulatory acts which Iceland adopted as the state regulation of the tourism industry. These documents are the basis of the country's tourism policy which ensure the dynamic and sustainable development of the industry in the world tourism market. The study indicates the places and the role of the tourism industry within the structure of the country's economy, which forms 6% of GDP, 16% of export revenues and employs about 38% of the country's labor resources. The study identifies and analyzes individual areas of Iceland's tourism policy. The roles, functions and tasks of the state and public organizations that create the regulatory framework of the national tourism policy, determine the mechanisms for its implementation and control at the state, regional and local levels and are thusly emphasized.  In our opinion, the latest policy of preserving and responsibly usage of the natural systems in the gramework of intensive tourist flows in Iceland, it is aimed at achieving ecological balance and sustainable development of the territory. The article analyzes a number of state documents for regulating tourist flows in order to form an optimal models for ensuring ecological balance and preserving the natural environment. The need to regulate the spatial and regional dispersion of tourist flows and to introduce quotas and separate fees for visiting the most used and environmentally sensitive tourist sites should be highlighted. A new advertising and marketing policy for the promotion of modern tourist services has emerged. It is noted that thanks to the latest information technologies, changes resulted in the country's tourism market from traditional recreational and leisure to recreational awareness as well as to entertainment models, such as recreation events and extreme sports. The main instruments of these achievements have come from social media sources such as Instagram influencers, who have distributed photos and video materials of the country's natural atributes to millions of people around the world; also YouTube channels of the president, prime minister and government ministers, as well as leading tour operators and travel agencies which help to promote the country's tourist appeal; and finally the World film industry which has contributed much. Thanks to modern technologies and filmography techniques, Iceland is being  presented as a real travel brand in the film industry.  The basis of  tourism policy is the regulation of international transport as well as national air carriers. The Ministry of Transportation and the national air carrier, Iceland Air, came out with a joint offer for passengers of transatlantic flights between the European and American continents to stop for a few days in the country, immerse themselves in the color of the natural environment, relax and continue their flight to their destination without any additional financial costs. Another aspect of the country's transport policy is supporting projects such as to complete the construction of a large circular road with asphalt and/or concrete pavement which will improve the infrastructure of the cities of main tourist centers. The article notes that the visa policy of Iceland is an important element for the tourism industry. It is aimed at creating preferences for simplified entry and exit procedures of tourists. The country has signed agreements with the USA, Canada, Great Britain, and the Scandinavian countries on a visa-free model. The government has adopted and ensures the implementation of a number of regulatory documents that allow foreign tourists who have a Schengen visa to freely enter and stay in the country for tourist purposes for seven days. Such decisions significantly increase the number of express tourists in the country. It is noted that in Icelandic society, political circles and state bodies, there are discussions on the introduction of new policies of tourism regulation. First of all, the application of regulations application of finances should be allocated to the budgets of the state, regional and local levels. Also, the objectives of the policy of regulating the tourism industry is aimed at the spatial and regional dispersion of tourist flows and the introduction of quotas and separate fees for travel to the most frequently visited and environmentally sensitive tourist sites. The experience of implementing Iceland's new tourism policy, and the results obtained in increasing tourist flows and improving infrastructure are relevant for many other countries around the world and especially Ukraine. It needs to be studied further and put into practice. Keywords: policy, tourism policy, visa policy, economic policy, information and advertising policy, policy of preserving and monitoring natural systems.

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