Hospitality technologies are developing very rhythmically. Today, accommodation establishmentsface the main task: to attract the attention of a more significant number of guests who would become regular visitors. The hotel business is multifunctional, and its management is a complex task requiring newtechnologies. It is only possible to carry out these tasks with innovative solutions, which need to modernizethe accommodation enterprises and be guided by international standards of hospitality. A comprehensiveapproach to the definition of tourist services necessitates expanding additional services. In the conditions ofEuropean integration, other services acquire specific features, affecting the market attractiveness of thehotel enterprise. Remaining the main one, the accommodation service is characterized by stability. Theservices that distinguish this accommodation facility from others are of increased interest. The articleshows the expediency of organizing tourist and festival events as additional services of tourist and entertainment complexes, which will positively impact the development of the southern region of Ukraine.

Hospitality technologies are developing very rhythmically. Today, accommodation establishmentsface the main task: to attract the attention of a more significant number of guests who would become regular visitors. The hotel business is multifunctional, and its management is a complex task requiring newtechnologies. It is only possible to carry out these tasks with innovative solutions, which need to modernizethe accommodation enterprises and be guided by international standards of hospitality. A comprehensiveapproach to the definition of tourist services necessitates expanding additional services. In the conditions ofEuropean integration, other services acquire specific features, affecting the market attractiveness of thehotel enterprise. Remaining the main one, the accommodation service is characterized by stability. Theservices that distinguish this accommodation facility from others are of increased interest. The articleshows the expediency of organizing tourist and festival events as additional services of tourist and entertainment complexes, which will positively impact the development of the southern region of Ukraine.

One of the directions of development of the tourism industry is health tourism. Today, having natural opportunities and high potential, it is possible to state the absence of highly competitive positions in this sector of the national economy of some developing countries. For example, in Ukraine, sanatorium-and-spa institutions are one of the priority areas for the development of domestic and foreign tourism, one of the most stable types of tourism markets. So, the object of the research is the Clinical Sanatorium named after V. I. Pirohov «Kuialnyk» (Odesa region, Ukraine). The subject of the research is ways to improve the Clinical Sanatorium named after V. I. Pirohov «Kuialnyk». The available and potential reserves of medical resources, taking into account their qualitative and quantitative characteristics, can serve as the basis for the creation of such tourism products that are now very popular in the world, for example, the provision of spa services. The authors state the absence of highly competitive positions in this sector. In the current market conditions, the sanatorium business in Ukraine is undergoing structural changes. The branding scheme proposed by the authors of the Clinical Sanatorium named after V. I. Pirohov «Kuialnyk» allows improving the quality of spa services and marketing effectiveness. After all, the modern basis of the activity of tourist organizations is determined by the factor of informatization of society. Since the vast majority of visitors to the resort are from Belarus, Moldova, it is interesting that the resort also has its share of international tourists from European countries (Romania, Bulgaria, Germany, etc.). Thanks to the successful identification of the strengths and needs of consumers, it can be assumed that the international tourist flow will increase, because there are all the necessary conditions for this. The new branding scheme developed by the authors will act as a catalyst and stimulator for the growth of the number of visitors to the Odesa region. The prospect of this study lies in the search for new solutions for the promotion, reorganization of SPA institutions in the market of health tourism services in Ukraine. The synergy of the optimal use of natural health-improving resources and the best management solutions for the use of information support create a competitive tourism product, which in turn will lead to an increase in international tourists.

The development of the wine industry as an infrastructural component of wine routes is possible only on a scientific platform, based on innovative transformations, with the support of the state and in close cooperation of all sectors of the economy related to viticulture, winemaking, and tourism. Despite the fact that the problems of management in the field of innovative development at various levels currently given considerable attention, a number of aspects of this issue remain unexplored. Thus, the analytical assessment of the innovation environment of Ukraine from the standpoint of innovation processes effective management in socio-economic systems and identifying the impact nature on the development of wineries is relevant. The main sources of innovative development inhibition are the state and the business environment. The state does not create conditions conducive to the development of the business environment, and also pays insufficient attention to the environment of knowledge production, which is the basis for innovation. This situation is risky for the domestic wine industry. Unfortunately, with the openness and insecurity of the Ukrainian market, European wines will continue to be more affordable. As a result, sales of Ukrainian products may fall, which in turn will exacerbate the fight against European winemakers for the Ukrainian consumer. Fierce competition with world leaders in the wine market dictates the need to improve the quality of Ukrainian wine products while reducing costs. A significant reserve for reducing the cost of wine is to increase the yield of grapes and the introduction of waste-free technologies. Carrying out economic transformations in Ukraine aimed at applying market principles of production regulation and increasing the competitiveness of domestic products, encourages continuous economic development and activity in economic and legal practice, which is an integral element of market economy self-regulation and a tool of responsibility for the inefficient organization of business structures. Ignoring or weakening this work inevitably leads to a crisis, bankruptcy, and liquidation of such enterprises in the wine industry. Given the international experience of highly developed wine regions of the world, it is advisable to develop and support wine tourism as a marketing component for advertising and promotion of local producers of alcoholic beverages as a tourist product, receiving additional economic and social benefits from tourists - wine connoisseurs. The key factors in the development of all wine tourism sites in Ukraine are enterprises and structures related to the production and sale of alcoholic beverages. Their share in the retail food turnover of Ukraine is set within 20%, which is quite high for the country's economy.

The article examines and analyzes the tourist potential of the Black Sea basin countries, as well as natural conditions and resources, the quality of infrastructure of the countries, tourist services. The research of the article is to form a portrait of a potential tourist and wine routes of the Black Sea basin countries that have been studied. There are consumer segments that can be chosen as targets for promotion of wine tours for travel agencies and wine companies. It can be argued that with active information support, wine tourism can gain wide popularity in the south of Ukraine and attract more foreign tourists to this part of the country. Based on the obtained results the conclusions about the level of tourist potential, as well as the relevance and practical value of creating wine tours in the countries of the Black Sea basin are formulated. The results can be used in practice in creating wine tours in other tourist destinations, in the promotion of tourist products, as well as in creating tours to the countries of the Black Sea basin.