Green tourism as innovative direction of households’ activities in rural areas

The article deals with the challenges and opportunities of the world tourism industry. We consider green (rural) tourism as an innovative direction of households’ activities in rural areas. Furthermore, the development of rural tourism can be a factor of the creation of a positive rural area image and it may attract more investment. Rural areas have a rich cultural and natural heritage worldwide. Thus, its diversity may become a huge asset for those who want to develop in rural tourism. We have analyzed the tourist potential of the Sumy region and defined directions for its development. The touristic map was created. Received results can be used to develop municipal and governmental programs that related to touristic services` infrastructure in rural areas