The paper examines the formation of the tourist image of Putylska, Ust-Putilska, and Selyatyn OTG for popularization on the tourist market of Ukraine. The essence of the concept of "image", "tourist image" is revealed and the factors of its formation are determined. The recreational and touristic potential of the region was studied. The strengths and weaknesses, opportunities and threats of the research region are analyzed. The prospects of the attractiveness of the tour among tourists were analyzed, the integration of the region into the developed tour was substantiated. A number of measures to popularize the research region are given.