The development of sports and health activities is an essential component of regional policy, which affects the region's social, cultural, and economic potential directly and indirectly and is one of the determinants of its competitiveness and well-being. The purpose of the article is to study the regional features of sports and health activities in Ukraine. Regional characteristics of sports and health-improving activity in Ukraine are investigated. It is determined that the leading indicators assess the regional features and level of physical culture and sports in the regions primarily include: the state and level of sports infrastructure, the proportion of the population involved in sports, the amount and structure of funding for sports and health, etc. Analyzing the growth indices of sports services, it should be noted that the trends observed in Ukraine and the EU, in general, are similar. That is, a sharp increase in the volume of services in 2016 compared to 2015 is typical for both Ukraine and the EU. At the same time, the growth rate in the EU showed a positive value for almost the entire period from 2016 to 2020. The total increase during this period was nearly 88%. In Ukraine, after a sharp increase in 2016, there was a decrease in 2017 (-7% compared to the previous period), and in 2018 again an increase of 58%. The Covid-19 epidemic had a significant impact on the development of sports and health activities, which, due to severe restrictive measures, led in 2020 to a reduction in the market for sports services by 14% in Ukraine and 24% in the EU. The analysis showed that in 2020 the share of permanent residents who were officially engaged in various sports is the highest in the Dnipropetrovsk and Donetsk regions, where almost 5% of the permanent population is involved in physical education. The areas with an average level of torture of citizens in sports and health activities include Kherson (2.97%), Chernihiv (2.9%), Lviv (2.86%), Kyiv (2.72%), Odesa (2.63%) and Mykolaiv (2.53%) regions. It is determined that in Kyiv, the studied indicator is one of the lowest in the regions and is 1.94%. Relatively low values (below 2%) in Poltava, Vinnytsia, Ternopil, Volyn, and Ivano-Frankivsk regions. Keywords: regional priorities, sports, and health activities, population, involvement in physical culture and sports in the regions.