Abstract
This paper is presents the ways of the development of Ukrainian touristic brand developing. Particular attention is given to the core values of country branding and identification of the key aspects of country positioning. The study shows the importance of presenting Ukraine abroad by taking part in international exhibitions, competitions, championships and other events. Special attention is also paid to the importance of online presence and the necessity of creating high quality tourism website. The paper describes components which are important to perform SEO so that the website could reach the first position in search results.
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