PROBLEMS OF DEVELOPMENT OF TOURISM IN UKRAINE AT THE REGIONAL LEVEL AND WAYS OF THEIR SOLUTION

The article briefly describes the state of the tourism industry in the world and in Ukraine. It is shown that Ukraine is far behind the world pace of tourism development. It was noted that the significant natural-recreational, historical and cultural potential of Ukraine is not being used properly due to the existing problems at the regional level. One of the main problems is the problem of the negative impact of industrial enterprises on objects of tourist interest. Overcoming this problem is possible with the coordination of efforts of government and business at the national and regional levels. Particular attention is paid to the role of government in the development of tourism at the regional level. It is pointed out the need on the part of the authorities to constantly monitor the improvement of the legislative base of tourist activities in Ukraine at the national and regional levels. The article points out the need to streamline information about objects of tourist interest by creating a unified state register of such objects. Considerable attention is paid to the formation and promotion of the image of the regions, the main tools of such work are identified. The problem of the tourist regional sphere connected with staffing is considered. The creation of special centers for the retraining of personnel for the tourist industry and the improvement of their qualifications was proposed. Solving the problems of tourism development at the regional level is impossible without adequate financing, which requires the creation of favorable conditions for attracting investors. Attention is paid to improving the quality of tourist services in the regions. The need to pay considerable attention to the information and advertising support of tourist activities in the region has been determined. The necessity of developing comprehensive programs for the development of tourism in the regions has been proved, and shortcomings in the development of such programs are indicated. Considered in detail the main directions of action of the authorities for the development of tourism at the regional level. It is concluded that the improvement of the development of tourism at the regional level is impossible without the integration of efforts of all stakeholders. The development of tourism in the regions of Ukraine will contribute to improving the state of individual territories, increasing incomes, and improving the living standards of the population.