Purposeful and reasonable state vision of the long-term tourism development strategy determines the success of a country in the world market of tourist services. Many countries have officially approved program documents that clearly outline the main goals and objectives of the state policy in the sphere of tourism, highlighting the resource potential, recreational infrastructure and preferred consumer markets, but there may be no idea of respecting the interests of domestic consumers. The maintenance of local tourism infrastructure is becoming an increasingly important prerequisite for the country’s competitiveness, as mass tourism is now replaced by individual travels. The article is aimed at studying the dependencies between the main macroeconomic indicators of the tourism industry, assessing the efficiency of foreign trade. The correlation-regression and cluster analysis has been used in order to confirm or refute the hypothesis if the effectiveness of the state support of the national tourism industry is dependent on the stable functioning of the domestic tourism market, e.g. stimulation of travels by residents. Based on the main macroeconomic indicators of the tourism industry for 136 countries of the world and overview of some national tourism development program, the analysis output has rejected the direct correlation between the support of the domestic market and export potential of the national tourism industry, but has proved the significance of the inner consumer power during the periods of downturns in the global economy for strengthening the country’s export potential.

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Now there is no single approach to the planning of normative indicators of the foreign trade structure and the optimization of foreign economic operations, including marketing mix, which consider the priorities of socio-economic development of the territories acting as the global market agents. The work proposes an expanded method for using the Grubel-Lloyd and Horvath indices when assessing the level of inter-industry trade, which will determine the priority fields of international cooperation in the process of developing a foreign economic strategy both at the state level and for an individual company interested in expanding the geography of trade in the global market via finding new partners and using non-discriminating marketing methods.The article reveals the existing trends in foreign trade of Ukraine that predispose current economic policy and foster the initiation of a new exporting strategy. Namely, the volume of total external debt exceeded GDP in 2014–2016; although a significant reduction of this ratio has been observed since 2017 due to the GDP shortening. Unfavorable trends were supplemented by the negative total balance of trade in goods and services in 2014–2018, with redistributing geographical structure in favor of the EU instead of the CIS countries (however, the exports in services, measured by absolute income, exceeded imports). The Grubel-Lloyd and Horvath indices, calculated for the recent trade data, proved a high level of diversification of Ukraine’s foreign economic activity, with significant intra-industry trade, but the scores of the Grubel-Lloyd index did not coincide by the geographical and commodity structure for the prevailing majority of countries. Nevertheless, new potential exporting destinations may be found, precisely because of the detected imbalances.

The indicators of business tourism reflect the background of a national economy support, the openness of business environment in general. The article discusses the relevant problems of tourism in Ukraine in accordance with the global trends in the world services market. The research covers statistical observations, contradictions, and challenges in the formation of a model of recreational planning and, using the prominent experience of tourism-leading countries in the national strategies, highlights advantages and disadvantages of construction of large-scale convention centers as elements of business tourism. Tourist flows for Ukraine are estimated as rather unstable, which substantiates the necessity of monitoring of the national tourism market. The creation of an integrated warehouse for tourism data is needed, either for governmental institutions, local administrations, or private companies, which could receive updated information on the state of the market. Public–private partnership in this will enable access to extra funds in order to use IT technologies in tourism warehouse maintenance, while the private participants will enrich their market research. The ability to evaluate foreign economic operations in trade in services is intended to solve the break in information support of tourism development in Ukraine.

The article considers the mutual influence between the amount of free time as a mandatory resource for leisure and recreation, the level of personal income and the expenditures for tourism services made by the population. The correlation between these indicators is analyzed in selected OECD countries; an additional indicator is the factor of satisfaction with the balance of free and working time. The reverse correlation between labour intensity and willingness of employees to spend money on leisure has been revealed. This is due to the actual lack of free time for people who are forced to work more than 50 hours a week, and the social policy of the state. It is proved that the problem of excessive growth of labour intensity leads to negative economic consequences, and is not exclusively a socio-demographic problem, because households do not have time to consume products. It is determined that the profile of the consumer of tourism services is formed as a result of a combination of welfare, labour legislation and attitudes to leisure. It is proposed to build a marketing strategy and assortment policy of travel companies on the basis of a matrix approach (the method of strategic groups mapping); an example of grouping consumers by a three-dimensional model is provided. At the level of the public employment policy, the consequences of two alternatives are described: increased labour intensity and export intensification, which leads to a growth in the state budget burden (the need to allocate funds for subsidies to medium-income industries and social programs), and reducing the workload and supporting the national producer by the help of the tertiary sector (households). The type of recreation and readiness to spend personal income on leisure depends, among other factors, on the balance of work and leisure; this criterion is more important for the citizens of most OECD countries than the level of income. With the increase in labour intensity and the corresponding decrease in the amount of free time, reduction or complete absence of annual vacations for several years, the content component of tourist services and organizational aspects of travel need to be reviewed. Prospects for further research are a comparative analysis of employment policies, incomes and expenditures on tourism services in other countries of the world in order to identify groups of countries with the same economic indicators and patterns of consumer behavior, which will help tourism companies to build effective marketing strategies and create a market-specific tourism product.