The macro–environment of the tourism sphere of Ukraine according to quality indicators and criteria

The subject of the research is the macro–environment of the tourism sphere of Ukraine according
to quality indicators and criteria.
The purpose of the study is to analyze the macro environment of the tourism sphere of Ukraine
according to quality indicators and criteria.
Research methods. The work uses the dialectical method of scientific knowledge, the method of
analysis and synthesis, the comparative method, and the method of summarizing data.
Work results. The paper provides indicators and criteria that ensure the country’s ability to
provide quality and competitive tourist services. It was established that the tourism infrastructure of
Ukraine does not sufficiently correspond to its resource potential. The resources that will contribute
to increasing the flow of inbound tourism to Ukraine are outlined. Identified problems inhibiting the
development and competitiveness of tourism in Ukraine.
Conclusions. The development of tourism in Ukraine and the strengthening of its competitiveness on
the world tourism market is due not only to the improvement of the functioning of tourist enterprises,
but also to the activities of all subjects of the tourism industry involved in the provision of a high–quality
complex tourist product, the state and resources of tourism infrastructure, its environmental friendliness ріand
safety. The analysis of the tourism sector of Ukraine based on quality criteria and indicators proved
that the tourism infrastructure does not meet its resource potential and requires modernization and
reconstruction of the transport infrastructure, higher rates of development of the accommodation
infrastructure and information and communication technologies. The insufficient quality of the natural
environment and the low level of environmental sustainability and safety of tourism in Ukraine hinders
the effective use of recreational natural potential and inhibits inbound tourism in Ukraine.