CHERNOBYL EXCLUSION ZONE - A WORLD FAMOUS TOURIST BRAND OF UKRAINE

Annotation. The article identifies the main principles of of functioning and development of the tourism in the Chornobyl radiation and ecological biosphere reserveaffected by the technogenic disaster. The paper provides a rationale fortourismdevelopmentto the Chernobyl exclusion zone as anew direction of the international tourism service market.It defines the main principles of planning and development of thebrand of “Chornobyl radiation and ecological biosphere reserve” (Chernobyl exclusion zone) and providesproposals for itspromotion astheworld-famous tourist brand of Ukraineon the international tourism service market through popularisation of the safe tours to Chernobyl exclusion zone.This article examines the important role of the state in the optimization and arrangementof the market participants activity in this region and tourist offers.The study has confirmedthe safety of the proposed tours with the assistance of specialists of the State Agency of Ukraine on the Exclusion Zone Management, the Chornobyl radiation and ecological biosphere reserve, and State specialised enterprise "Ecocentre". This paper proposes a number ofpractical measures in the context of the formation of the renewed Strategy of the Chernobyl exclusion zone development for optimization of the international tourism service marketthat will ensure the highest level of the travel market consumer's interest in purchasing tours to this region of Ukraine.