The development of cross-border tourism markets can not be considered beyond the basic principles of EU development policy - smart, sustainable and inclusive growth. The approach to the development of tourism based solely on the use of cultural and natural resources is unpredictable in modern conditions. European experience proves that it is important to consider tourism not as a sphere in the shadow of the industrial sector, but as an integral part of the regional innovation system and an element of the development of the knowledge economy in the region. At the same time, smart-development of tourism is based not only on the active use of the newest information and communication technologies, but also on managerial innovations, production of innovative types of tourist services, application of technologies related to the use of robotics, innovative medical equipment, renewable energy, etc. The purpose of the article is to determine strategic priorities of the development of cross-border tourism market on the basis of smart-specialization, definition of directions of joint actions of Ukraine and the EU countries (both at the level of authorities and local self-government, and business sector) in the development and promotion of new tourist products, substantiation of directions of effective the use of endogenous tourist potential of a cross-border region in conditions of activation of European integration processes. On the basis of the study, main development directions of Ukrainian-Polish cross-border tourism market on the basis of smart-specialization are defined as following: creation of a digital platform for the Ukrainian-Polish cross-border tourism market, active promotional campaign for tourist products of Ukrainian-Polish cross-border tourism market, development of cycling tourism and creation of an inter-state bicycle route, expansion of market by increasing the number of tourists aged 55+ and creation of tourist products for this age group as well as development of sentimental (nostalgic) tourism. 

cross-border tourism market, smart-specialization, tourist products, strategic development priorities 

The potential of the concept of smart specialization and its application for the development of cross-border tourism markets is considered. The Europe 2020 Strategy, based on the principles of smart specialization, sustainable and inclusive development, has been analyzed. The prospects for the development of tourism in the context of the priorities of the Europe 2020 Strategy are defined: according to the Strategy, tourism is not allocated as a sphere of concentration of resources, at the same time, tourism is stimulated on the basis of smart specialization. It was found that 28 EU regions chose tourism as one of the priority activities in innovative development strategies. Another 44 regions focus on various aspects of economic development indirectly related to the tourism industry. The directions of development of tourism on the basis of smart specialization are substantiated, among them: modernization by means of application of different kinds of technologies, which will have an impact on the efficiency of tourism sphere functioning; activization of scientific researches on the functioning of the tourism sector, introduction of scientific research into practical activities; the creation of clusters, the development of local networks to include more local entrepreneurs; use of energy efficient buildings and environmentally friendly transport; production of innovations in such areas as medical tourism, health tourism, etc.; search for new entrepreneurial initiatives in the field of tourism that would allow to attract and effectively use human (including creative) potential, for example, business or active tourism. It has been established that in Ukraine, smart specialization as an innovative decision-making system in the field of regional and structural policy in practice has not been developed at all. 

smart specialization, tourism, regional development, smart region, cross-bourder tourist markets