Abstract
The system of state regulation of the Ukrainian tourist brand as a form of improvement of the innovation and investment climate in the country is explored. The tourism sphere in Ukraine and in the world is analyzed, modern tendencies and directions of development in tourism are defined. The system of main sub-sectors of state regulation of the Ukrainian tourist brand has been formed, namely, ecological-medical tourism (directed on improving the personality), mental tourism (directed on studying the mentality and identity of the Ukrainian population), author's tourism (directed on new ways of development), social tourism (directed on the social aspects of personality development).
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