The study conducts a detailed analysis of the development of the tourism industry in Ukraine, determining the scale of tourist flows in the pre-war and wartime periods. The current volume of tourist tax and the growth (decline) rates of tourist tax in Ukraine are analyzed, the share of tourist revenues to the state budget is determined, the volume of taxes of tourism entities is analyzed, the dynamics of the total cost of tourist trips sold by tour operators and travel agencies is presented, and the rate of decline in services provided by the tourism industry entities of Ukraine in the international market is calculated. Research results. The article presents a structural model of development of the international market of services under the influence of the level of liberalization and introduction of franchising transfer technologies in the international cooperation of tourism industry entities. flows in the macro-regional systems of Europe, America, Asia, Africa and Australia are analyzed. Conclusion. The development of franchising in the tourism market of Ukraine can become one of the most effective forms of support for small businesses in regional tourist destinations. Taking into account the peculiarities of the territorial organization of the potential for international cooperation in Ukraine and different levels of development of tourist destinations, a generalized multicultural form of functioning of the tourism industry in the geo-economic space of the international tourism market is proposed. For each tourist macro-region, the corresponding integration core is defined, which is a state or a group of countries that are socio-economically united in tourist products at the intersection of local-regional and macro-regional systems. The creation of strategic management in the local-regional systems of Ukraine, focused on the rational use of attracted foreign direct investment from partners of macro-regional systems in Europe, may be key to increasing labor productivity, strengthening economic growth and expanding international cooperation in the tourism industry.