The research and development prospects of the Ukrainian tourist brand

The aim of the article. The features of Ukrainian tourism are analyzed in the article. Authors confirmed that Ukraine has good natural geographic, cultural, historical, socio-economic and other background for tourism industry development. New tourist brand of Ukraine is considered. Possible prospects for its further development are analyzed.The results of the analysis. The essence, concepts and basics of creating the tourist Ukraine brand are characterized. Travel brands of other states are analyzed. The attitude of the population of Ukraine to the new tourist brand by means of a representative survey is investigated. It is showed that proposed tourism brand mark of Ukraine is largely reflects neither the historical essence, nor the cultural heritage or the mentality of Ukrainians, but rather makes our country more similar to some countries in Africa, Asia and Latin America. It is proposed to leave the basic Latin letter U, entered in its field of traditional Ukrainian ornaments, which are used on embroidered shirts or towels (image sunflower, loaf), and also some other activities, allow them to develop and improve the Ukrainian touristbrand.Conclusions and directions of further researches. Further researches in tourism branding and tourism marketing in general will help to solve several problems: failure of domestic tourism advertising, finance renovations of historic and architectural art, the need to attract investment in the individual sphere of tourism; underdevelopment of many its types.