DIRECTIONS OF STRENGTHENING OF COMPETITIVE POSITIONS OF UKRAINE IN THE INTERNATIONAL MARKET OF TOURIST SERVICES

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.