The subject of the study is the development of the tourism sphere of Ukraine through the prism of world trends. The purpose of the study is to determine milestones in the development of the tourism sphere of Ukraine through the lens of world trends. 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 presents the main factors contributing to the development of inbound tourism. Prospects for the development of tourism as a branch of the national economy are outlined. The classification of types of tourist flows is presented. A number of negative trends in the development of tourism in Ukraine have been identified. Conclusions. The results of the conducted research were the following conclusions. The impact of global trends on the development of tourism branch in Ukraine is determined. Ukraine has a strong potential for the development of inbound and domestic tourism, in particular: geographical location, cultural heritage, natural and natural–recreational resources, but occupies an insignificant place in the world tourism market. A number of negative trends in the development of the tourism sector of Ukraine were revealed: the annual increase in the negative balance of financial accounts under the heading «Travel»; unsatisfactory degree of subjective perception of the quality of work of tourist enterprises and subjects of the tourism industry; insufficient level of safety of tourist trips; consumer dissatisfaction with the tourist infrastructure, which necessitates the development of a quality management system in the country's tourism sector.