ourism is among the business directions sustaining huge losses in the war. The approaches to the organization of the tourism business have changed completely since the beginning of the large-scale russian troops’ invasion of Ukraine as it is much dependent on the security component of visitors both during the transfer and when visiting tourist attractions, routes, and other locations that provide certain services of the common tourist basket. Currently, a significant share of travel companies is closed, and some of them have reoriented their activities or act as volunteers. Some requests for recreation began emerging with the onset of the summer season, namely in the cities of safer parts of the country – western regions and Carpathians. So tourism industry continues to function even in martial law since traveling and moving around the country are not forbidden. The article addresses the problems of Ukraine’s tourism industry in martial law and analyzes the dynamics of tourism load on the tourist product producers (travel operators and travel agents) in the 2000-2019 period, which is characterized for Ukraine by hostilities, the annexation of Crimea, occupation of some parts of Donetska and Luhanska oblasts, and introduction of visa-free regimen with European countries. The need to develop new marketing tools to improve the tourism industry competitiveness in regions and territorial communities that should be stipulated at the stage of their spatial and economic planning is emphasized. The article offers the tourism cluster scheme based on a regional (territorial) approach using the entities’ functional integrated links (authorities, businesses, individuals) that consolidate and coordinate the complex systemic management of the tourism industry in the region. Some aspects of Ukraine’s Recovery Plan offered by the Cabinet of Ministers of Ukraine at the Ukraine Recovery Conference held on July 4, 2022, in Lugano (Switzerland) regarding the tourism industry development projects are addressed. 

tourism industry, tourism, tourist product, tourism cluster, marketing tool, regional approach