The clear outline of the economic policy motives in the tourism industry of Ukraine, the specification of the purpose of entering the domestic market of tourist services, the formation of the optimal strategic model based on adequate marketing measures, and the opportunity to optimize the process of managing the marketing activities of domestic tourism businesses are the prerequisites for the intensification of marketing activities in tourism. The purpose of this article is to define the role of marketing as a tool in managing the innovative development of the tourism sector of the region. The article proposes a method of a step-by-step study of the marketing environment for domestic touristic entities. The essence of this method is to determine the sequence of research of the target domestic market by business entities based on the analysis of several important factors of the marketing environment. The paper proves that determining the model of the presence of domestic businesses in the market is an important tool for efficient marketing. Marketing analysis has shown that the state tourism policy is the determining factor in the market of tourist services in Ukraine. The directions of activity of the regional marketing stimulation authority are determined. Most legal regulations governing tourism are not properly enforced, which hampers the solution of many pressing problems in the tourism industry. Measures to improve the regulatory framework should be aimed at creating favorable conditions for the development of domestic tourism business and real economic mechanisms to stimulate the development of the tourism industry. Today, the domestic tourist market, including the market of industrial tourism services, faces the task of integration into the European tourism space. At the same time, in order to achieve the possible benefits of integrating cooperation, Ukraine's tourism policy should be aimed at meeting the requirements of the Member States of the European Community and providing the necessary radical changes at all levels of management of the industrial tourism market. 

tourism, tourist branch, recreation, market of tourist services, innovations of tourism, infrastructure, tourist flows, strategy