ИСТИНА

Transformational tourism is becoming the most attractive and in-demand practice in times of pandemic restrictions. During the stagnation of the tourism market and the limitations to visit most foreign destinations, transformational tourism products can become the basis for the development of SME companies, since they can only be created customized, unique, and customer-oriented. The purpose of the article is to study the most attractive characteristics of transformational tourism products for travelers and to give recommendations for creating in-demand products. The research method is a case study and interviews with main stakeholders of the transformative tourism market: startup owners, holders of unique travel destinations, and tourists themselves, who have participated in the transformative tourism practices. With the help of two case studies and seven interviews we have revealed outstanding features of startup owners of transformative travel companies, required characteristics of destination places, and, moreover, identified the personal traits and beliefs of travelers, who are ready to experience transformative practices. The results of the study can be used in the creation of new transformational tourism products, as well as the reorientation and repositioning of small and medium-sized travel companies to get more demand for their services.