The purpose of the article was to investigate the potential of rural green tourism in Ukraine and to determine the main directions of its innovative development, taking into account global, national, and regional trends. SLR (Systematic Literature Review), methods of expert assessment, selective observation, and graphic method were used to achieve the set goal. The article analyzes the current state of rural green tourism in Ukraine; the tourism and recreation potential of rural areas of Ukraine was assessed; promising types of innovations that are currently relevant for implementation in the practice of providing services in the field of rural green tourism in Ukraine are defined and grouped; and the impact of global, national, and regional trends on the current stage of activity and further development of rural green tourism in Ukraine is determined. It is determined that in modern economic conditions, rural tourism serves as a stabilizing factor that will contribute not only to maintaining the normal living standards of rural residents, but also to the development of the region’s economy, service infrastructure, household services, and the social sphere. Thus, rural green tourism is the main tool for stimulating the economic and socio-cultural development of rural areas. The results of the assessment of the tourist and recreational potential of rural green tourism of Ukraine showed that the recreational and tourist attractiveness of rural areas is mainly determined by natural and ecological conditions, cultural and historical conditions, and the tourist infrastructure of the region. Financial economic, socio-demographic, and administrative management conditions negatively affect the recreational and tourist attractiveness of rural areas, resulting in the low ability of the rural population to implement innovations. It has been established that in order for the tourist business to be able to quickly adapt to the normal state, it is necessary to introduce innovative types of tourism that will make it possible to attract a larger number of people to the tourist business and establish additional income due to the introduction of innovative offers, new tours, visits to special places, and the entire range of services of the best quality, which will contribute to the accelerated implementation of online forms and digital tools in the provision of tourist services, etc. It has been proven that the introduction of innovations plays an important role in ensuring the sustainable and balanced development of rural tourism in Ukraine, contributing to the creation of new opportunities and improving the quality of tourist services.
