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ATTRACTING CHINESE TOURISTS AS A PRIORITY AREA FOR THE RESTORATION OF UKRAINE'S TOURISM INDUSTRY

International tourism is a major driver of the contemporary global economy. Despite the financial losses caused by the COVID-19 pandemic and lockdown, tourism will undoubtedly continue to contribute a significant part of the world’s GDP and will remain a principal industry for numerous nations across the globe. The People’s Republic of China (PRC) is the largest tourist market and the primary source of outbound tourism. Despite the devastating effect of the pandemic, the PRC is considered to be instrumental to the recovery of the global tourism industry. It is projected that the countries that will be first to attract Chinese tourists after the removal of travel restrictions will gain a significant boost in the development of their national tourism. The purpose of the article is to study the current state of inbound tourism from China to Ukraine; identify promising areas suitable to attract Chinese tourists; develop recommendations for creating a tourism product that will be tailored specifically to match the preferences of the citizens of the PRC. In the article cooperation between Ukraine and the PRC in the field of international tourism is analyzed; the main factors influencing the flow of Chinese tourists arriving in Ukraine are identified; the connection between the growing number of tourists from China and visa liberalization is established; the preferences and expenses of Chinese tourists were studied. Using the obtained data author proposed ways to attract Chinese tourists to Ukraine in such areas of tourism as ecotourism, recreational tourism, historical tourism, film tourism, and dark tourism. The author concludes that the growth of inbound tourism from the PRC will provide opportunities to the citizens of Ukraine, including the creation of new jobs, strengthening social protection of the population of depressed regions, restoration of infrastructure, and preservation of historical heritage. To exploit these opportunities, the Ukrainian tourism business must develop an innovative approach to attract Chinese tourists. At the same time, a national strategy should be developed, to address problems that cannot be effectively solved by the private sector, specifically, language support.