Abstract Coulomb excitation of hydrogen atoms by vortex protons is theoretically investigated within the framework of the non--relativistic first--Born approximation and the density matrix approach. Special attention is paid to the magnetic sublevel population of excited atoms and, consequently, to the angular distribution of the fluorescence radiation. We argue that both these properties are sensitive to the projection of the orbital angular momentum (OAM), carried by the projectile ions. In order to illustrate the OAM--effect, detailed calculations have been performed for the $1s \to 2p$ excitation and the subsequent $2p \to 1s$ radiative decay of a hydrogen target, interacting with incident Laguerre--Gaussian vortex protons. The calculation results suggest that Coulomb excitation can be employed for the diagnostics of vortex ion beam at accelerator and storage ring facilities.