In the modern world, the question of the interaction of society and nature is one of the most acute problems among those facing humanity. Today, rapid economic development is causing a significant increase in the use and, consequently, depletion of natural resources. This necessitates the search for a new economic model that could break the link between economic growth and the depletion of natural resources. The study substantiates the theoretical aspects of eco-tourism as an important component of the strategy of sustainable development of tourism in Ukraine. The priority directions of sustainable development of tourism in the context of modernization of economic activity of Ukraine are outlined. The main directions of greening of the tourist sphere are considered. The main functions and principles of eco-tourism are formed and the relevance of the research and the need to develop prospects for the development of eco-tourism in Ukraine are substantiated. The concept of circular economy is a new economic model that manages the development of ecotourism, which allows to resolve the growing contradiction between the need to meet the growing needs of tourists and the limited number of natural, social, economic resources of host destinations in a deteriorating environment.