The state of the marine and coastal tourism development in Ukraine has been analysed. It has been substantiated that in Ukraine marine tourism has significant potential for the development. In this context, the paper objective is to identify the problems of marine and coastal tourism in Ukraine and to develop the directions of their solutions. In the paper, the social, economic, political, ecological and institutional problems of the marine and coastal tourism development have been defined. The justification of stimulants and restraints of the marine and coastal tourism development in Ukraine have been also considered. The authors of the article have developed and proposed a conceptual model of the marine and coastal tourism development in the context of the sustainable development strategy using the methodology of structural analysis and SADT design. The proposed model takes into account the specifics of the Ukrainian conditions.