Insurance protection for motor tourists as a factor in the sustainability of the international tourism market

Abstract

The article substantiates the role of insurance protection for motor tourists as one of the key factors in ensuring the sustainable development of the international tourism market. Particular attention is paid to motor third-party liability insurance within the international 'Green Card' system as a tool for the financial, legal, and social protection of international road traffic participants. It is proven that the 'Green Card' system performs not only compensatory but also regulatory and behavioural functions, influencing the responsibility of motor tourists and confidence in international travel. The study identifies a high concentration in the insurance services market and the growing role of digital and service-based solutions in enhancing the effectiveness of insurance protection. It is argued that the development of innovative insurance products and the alignment of Ukrainian legislation with European standards create the necessary prerequisites for the sustainable development of international motor tourism.