The article examines the current features of the tourism sector in Ukraine. The role of external factors in the process of ensuring the effective development of the tourism industry is noted. The author highlights the main factors that contributed to the growth of outbound tourism in Ukraine: the introduction of a visa-free regime with the EU countries, the expansion of air travel and the opening of direct flights, the growth of low-cost tours, the growth of purchasing power of Ukrainians, and the strengthening of the national currency. However, quarantine restrictions closed airports, emptied hotels, and reduced demand for travel agency services. And as soon as the industry began to recover from the coronavirus, Russia's full-scale invasion of Ukraine again dealt a severe blow to the travel business. It is proved that an important feature of the tourism business is its dependence on sharp seasonal fluctuations in demand for the tourism product. The research results show that outbound tourism in Ukraine has a pronounced seasonality. Further growth in demand for outbound tourism is noted, which in the future will ensure an even greater outflow of foreign currency, which will negatively affect the country's balance of payments and gross domestic product. The main trends in the context of the impact of the level of population income on the development of outbound tourism are identified. The full-scale Russian invasion has had a negative impact on all sectors of the economy. The Ukrainian tourism sector has suffered the most. The closed skies, restrictions on men traveling abroad, and the forced relocation of a large part of the population have certainly limited the ability to travel. As a result of the negative impact of external factors, there has been a drop in demand for foreign tourism and the willingness of a significant proportion of the population to reorient to the consumption of recreational services in Ukraine. Under these conditions, it is of particular importance to study issues related to improving the efficiency of this industry, as well as expanding the range and range of services provided. It is worth noting the growing impact of the tourism industry on the nature of socio-economic processes within urban and rural communities. The growing demand for green and ethnic tourism opens up broad prospects for development for family businesses, as these areas do not require significant material costs as stratum capital. At the same time, there is a question of the proper qualification level of persons planning to realize themselves in the hospitality business, and there is a need for proper organizational and informational support in this area. This, in turn, necessitates the optimization of the theoretical and methodological framework and methodological tools.