From the standpoint of managerial influence, the dynamic aspect of the development of crisis phenomena is becoming increasingly important as a consequence of the development of negative trends that can develop over time without creating crisis situations. The turning point in their development is to achieve a level at which the company moves from the quasi-equilibrium sphere to the state zone. When the balance between the elements of the enterprise as a socio-economic system and the enterprise and the socio-economic system of a higher level is disturbed, a crisis develops.

In order to form a dynamically growing tourism industry in Ukraine and increase the demand for these services around the world, it is necessary to internationally recognize the results of various enterprises in the field of tourism. The highest level of such recognition is based on standardization and certification, which guarantees compliance of the product (service) with the established requirements and specified quality. Therefore, bringing national standards to European and international requirements will help improve the quality of tourist services and create competitive domestic tourism products.

Tourism today has the character of a social orientation of the development goals of modern society. World experience shows that social tourism implements state support measures and can successfully develop in the interests of the population. The restoration of social tourism requires innovative approaches, models, directions, mechanisms and concrete measures to solve problems related to social tourism in Ukraine.

Due to the COVID-19 pandemic, the development of the tourism industry is under serious threat. It is possible to get out of the crisis situation only with new specific approaches to the organization of tourist activity. After the pandemic, the worldview and psychology of consumption in general will inevitably change, which will mean a new stage of competition in tourism, which will lead to a completely new distribution of resources in this market. In this regard, the urgent problem is to identify priority areas for tourism development in conditions of risk and uncertainty, which can positively affect the economic growth of any country as a whole, as well as the economic development of individual regions.

The purpose of the study is to analyze the current economic situation of the global tourism sector and identify its main trends that characterize travel and tourism in 2020. Given the above purpose, it is necessary to highlight the main objectives of the article: − definition of the main tourist flows (inbound and outbound tourism); − determination of elements of the structure of the tourist sphere; − identification of pots, identification of factors influencing the development of tourism; − analysis of the impact of the COVID-19 pandemic on tourism; − formation of practical directions of improvement of the tourist industry.