Abstract
The article reveals the problems and potential of development of international tourism activity in Ukraine. The position of the country in the international tourist services market is assessed and directions of increasing the international competitiveness of its tourism industry are offered. The indicators of international tourism activity of Ukraine are analyzed. The possibility of improving the tourist brand of Ukraine in the international tourist environment has been proved. Strategic measures for promotion of the country's tourism brand in the international tourist services market are determined. Recommendations on expansion of innovation activity of Ukrainian companies and introduction of promising types of tourist services for domestic and foreign consumers of tourist product are given.
Highlights
Ukraine has significant potential in the field of tourism, tourism has not yet become the leading sector of the economy due to a number of reasons, including: military aggression of a neighboring country, high levels of corruption, unstable socioeconomic situation in the country, underdeveloped tourism infrastructure, etc
Effective marketing activities at the state level increase the attractiveness of the country for tourists and promote the development of local tourism business, which can be based on the established national brand
The purpose of the article is to determine the directions of increasing the tourist attractiveness of Ukraine in the international market of tourist services and to create and promote a modern tourist brand
Summary
Ukraine has significant potential in the field of tourism, tourism has not yet become the leading sector of the economy ( such a benchmark is defined at the state level) due to a number of reasons, including: military aggression of a neighboring country, high levels of corruption, unstable socioeconomic situation in the country, underdeveloped tourism infrastructure, etc. Effective marketing activities at the state level increase the attractiveness of the country for tourists and promote the development of local tourism business, which can be based on the established national brand. There was a tendency to increase the number of foreign citizens who visited Ukraine This shows some positive changes in the formation of the tourist climate in the country. * compiled by authors according to the data by the official website of State Agency of Ukraine for Tourism and Resorts These tables show that despite the high potential and peculiarities, tourist opportunities and resources are currently not used to their full effect, as there has been a decline for the 3 years presented. This is an indication that the ways to improve the efficiency of international tourism management activities are long-term
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