Summary. The article deals with the concept of the tourist image of the state and its kinds. The value of a positive image for the economy and improve the standard of living in the country are disclosed. The factors influencing the perception of the country in the world are considered. The main problems that adversely affect the image of Ukraine at the momentare defined. The situation in Ukraine among other states with the help of tourism competitiveness ranking is described. The work of state institutions on the organization of international promotional activities is evaluated. Recommendations for improvement the tourism image of Ukraine are presented.

Keywords: tourist image of the country, tourism, tourism industry, tourist service, tourist product, tourism potential.