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The state of development of the tourism industry in Ukraine for the period 2007- 2017 is analyzed. It is established that it does not correspond to the existing potential of tourist resources, and the economic efficiency of the tourism industry is low. One of the main reasons for this situation is the lack of theoretical understanding of the socio-economic nature of tourism as a social phenomenon and its economic significance as a profitable industry. The tourism industry is one of the fastest growing sectors of the world economy. This increases the competitiveness of countries and regions, creating new jobs and improving living standards. It is proved that self-regulation of the tourist market is a necessary condition for its functioning. The dynamics of export-import of tourist services of Ukraine is analyzed. There is a tendency to a slight increase in the cost of services in the last years of the study period. In the interaction “government regulation - market” the primary link is the market, and government regulation is a tool that provides the general conditions of its existence, equalizes the conditions of the start of its subjects and eliminates, if possible, the negative manifestations of the market element. The activities of the tourism industry in Ukraine are analyzed. There is a tendency to reduce the number of enterprises in the tourism industry in recent years of the study period. The rating of tour operators by the number of served tourists and by the reviews of tourists is analyzed. The place and role of the Ukrainian tourism business in the world market of tourist services has been identified. The situation on the world market of tourist services of Ukraine is considered and it is concluded that one of the favorable conditions for tourism development in Ukraine was the adoption of visa-free regime with EU countries, the tourist market gradually recovered after the crisis of 2014, and Ukrainians begin to conquer Europe. 2017 can be called the year of tourism development in Ukraine: the flow increased rapidly, and the number of permits for sale, according to the State Statistics Committee of Ukraine, increased by 36%. Citizens of Ukraine who went abroad formed the group that used the services of tourism entities the most. It was found that the largest number of tourism entities is concentrated in the city of Kyiv and in Dnipropetrovsk, Kharkiv and Odessa regions.

Analysis of the market of international tourist services of Ukraine (for the period 2007-2017)