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Introduction. The quality of tourist services has attracted increasing attention in the context of the European integration vector of the economy of our country. Therefore, the formation of general principles and areas of quality management for the competitiveness of the hospitality industry. Tourism companies are faced with the need to increase competitiveness in the domestic and international markets, the effectiveness of management decisions and business performance, the problems of adaptation to the characteristics of emerging markets and the need to realize market opportunities, all of which characterize the inefficient management of the tourism business. Methods. The research is formed on the basis of systematic and holistic approaches, structural modelling and monographic study of the issue of improving the quality of tourist services. Results. The basic directions of improving the management of quality of services of tourist activity are formed. The state standards in the sphere of tourism in accordance with the international quality standards are completed and harmonized. An educational and professional course “Implementation of national standards of tourist services harmonized with international and European normative documents” has been proposed, which intensifies interest in the integration of Ukraine into the EU general economic space. It will help university graduates in the further professional activity of specialists in tourism services and hotel and restaurant business. Discussion. The expected impact of the vocational training course will be based on the presentation of the best European tourism strategies and practices; expanding and deepening knowledge of the European Directives and ISO standards for tourism; approbation of the European experience in tourist services; promotion of the European model of quality of tourist services. Keywords: European standards, tourist service, quality, tourism, tourist service.