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It is determined that tourism is a sector of the creative economy. The relevance of the use of creative management approaches in the tourism industry is proved. It is justified that the services of the tourism sector cease to be standard and acquire new features. The ratio of traditional and modern types of tourism is given. It is shown that Ukraine has all the prerequisites for intensive development of the tourism industry. Systematic proposals for the use of the country's tourism potential based on the introduction of components of creative management are provided.

The paper examines general and national trends in the service sector development in the conditions of a sharp increase in competition on the world market. It is shown that at the current stage of the formation of a post-industrial society, the level of development of the service sector significantly predicts the level of development of other areas of industrial production. The paper shows that there is no single definition of the service sector among scientists and there are several approaches to the definition of the service sector in the scientific literature. The macro-economic features of the global development of the service sector are presented. It is substantiated that the functioning of the service sector in Ukraine has its own characteristics as a result of a number of objective reasons for the formation of market relations in the country, which ambiguously affect the functioning of the national economy. It is determined that in Ukraine there is a significant demand for the satisfaction of educational services, which has an impact on the growth of entrepreneurial activity in this direction. It has been investigated how management functions are performed at a specific small enterprise providing educational services and how this generally affects the competitiveness of this enterprise. On the basis of the conducted research, strategic prospects and global trends for the further development of the service sector are outlined.