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The article is devoted to the formulation of recommendations for management of potential for innovative development of the tourist services market in Ukraine on the basis of existing experience of European countries.The mathematical model of innovative development of tourist services market in Ukraine with account of potential of innovative development of the branch and scenarios of influence of risks and threats, and the graphic representation of possible trajectories of development of tourist services market with account of influence of risks and threats (both actual and potential) and with different values of control parameters are proposed. The importance of development of the tourist services market for the national economy of Ukraine is considered; the necessity of the European experience implementation for increase of the tourist industry potential is substantiated; a number of negative factors in the development of the tourist services market in Ukraine is analyzed, which include: the spread of the virus COVID-19; strengthening of hybrid threats; loss of tourist, historical and cultural, recreational potential of the occupied territories; military actions in the east of the country political and economic instability in the country; the absence of investment programs for tourism development in Ukraine on the basis of rational ecologically balanced use of natural, historical, and cultural tourist potential; the low quality of tourist infrastructure, communications and staff training; the low competitiveness of the tourism industry. The peculiarities of transnationalization of international tourism business, current trends of the international tourism development in the context of the European market of tourist services are considered in the article. Based on the experience of European countries, the priority areas of innovative development of the tourist services market in Ukraine are identified. Ways to regulate the regulatory framework for tourism in Ukraine, namely: the creation of funds at the state level for tourism development; cooperation of Ukraine in the field of tourism, creation of programs of innovative development; compliance of Ukrainian legislation with international standards; ensuring the protection of tourists' rights; creation and introduction of innovations in the industry; simplification of the process of obtaining visas and crossing the border; strengthening cybersecurity.

DEVELOPMENT OF TOURIST SERVICES MARKET UNDER THE CONDITIONS OF HYBRID THREATS: EUROPEAN EXPERIENCE FOR UKRAINE