Introduction. The tourism industry is one of the most promising sectors of the economy, as international revenues consist of the costs of incoming tourists, including payments to carriers for transport, the cost of temporary accommodation, prepayment for goods and services in the host country. The development of the tourism industry encourages the improvement of its own infrastructure, the creation of new jobs. In the world's leading tourist centers, revenues from international tourism are one of the most important components in the country's economy. For example, in Spain, Italy, Turkey in 2018, revenues from international tourism amounted to 12% of GDP, in the UK - 11%, in Egypt - 15%, in Greece - 20% of GDP. At the same time, Ukraine's direct contribution of tourism to the country's GDP was only 1.5%, which suggests that tourism is an undervalued asset.
Purpose. The purpose of the article is to develop a methodological approach to assessing the level of management of the tourism market of the regions of Ukraine.
Method (methodology). The methodological basis of the article consisted of general scientific methods - the method of generalization, comparison and description, methods of data systematization, statistical analysis of data.
Results. The conducted diagnostics of the processes of formation and management of the tourist market of the regions of Ukraine gives grounds to assert that powerful tourist centers have been formed in Ukraine, the quantitative indicators of which do not depend on the forms of ownership; the efficiency of the tourism industry in the region largely depends on the number of travel agents, tour operators, their income, the number of sold tourist vouchers, the total number of tourists and the number of tourists served; in all regions of Ukraine, tour operators and travel agents are mainly focused on providing services to citizens of Ukraine for travel abroad, this fact is a consequence of too slow development of domestic tourism; the share of foreign tourists in the tourist flow of Ukraine is constantly decreasing, despite the obvious positive changes in the development of infrastructure, level of service, image factors.
The explanation for this is the gradual increase in the number of Ukrainian citizens who choose and can afford to travel abroad due to the introduction of a visa-free regime with a number of countries and the growth of financial well-being of the average household.
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