Abstract. Research attention is focused on the public-diplomatic dimension of international tourism as a powerful factor in the sustainable development of Europe. Its important role in overcoming the consequences of Russian aggression against Ukraine in the conditions of a full-scale war in 2022-2023 and preventing the spread of military conflict in Europe is emphasized. It is emphasized that, having received the status of a candidate country for EU membership, defending the values ​​of Euro-Atlantic civilization and global democracy in the confrontation with the Russian aggressor, Ukraine has prospects and must join the pan-European processes in the field of public diplomacy. In view of this, the spread of such measures as audio guides in Ukrainian in European tourist centers, the cultural segment of public diplomacy in the field of popularization of Ukrainian culture, green tourism within the framework of a pan-European relevant network with the inclusion of Ukrainian regions, in particular, the Carpathians and the Black Sea region, will serve as a task of European public diplomacy and contribute to the sustainable development of Europe, strengthening contacts with European countries that provide unprecedented humanitarian and military assistance to Ukrainians in the fight against the Russian aggressor. It is summarized that this is not fully answered by the Public Diplomacy Strategy of the Ministry of Foreign Affairs of Ukraine, which significantly limits the competences of the structures of the domestic tourism industry.