The paper analyzes tourist and recreational attractiveness of mountain areas of Ukrainian Carpathians, which cover the western regions of Ukraine and form the Carpathian region, which includes Lviv, Chernivtsi, Transcarpathian and Ivano-Frankivsk region. Most settlements of mountainous areas are depressed and have limited prospects for social and economic growth, in particular due to the remoteness of administrative and industrial centers of specific climatic conditions and geographic location features. These mountainous areas of the Carpathian region are characterized by unique tourism and recreation, natural resources and rich ecosystem, have the resource potential for tourism and recreation, which today is used not efficiently enough. The theme of the article is relevant because there is a need to study measures that promote the efficient use of tourist and recreational potential of mountainous regions of the western regions of Ukraine, the implementation of which will ensure sustainable social and economic development, growth of business activity and entrepreneurship, development of tourism, business and communication infrastructure, increase of employment, increase of local revenues and improvement of quality of life. The purpose of the article is to substantiate proposals that will promote tourism and recreation and revitalization of tourism in the mountainous regions of Ukrainian Carpathians. General scientific methods have been used in the study, in particular, such as analysis, synthesis, abstraction, systematization, generalization and empirical research methods: observation, evaluation, comparison. Special attention in the article is given to the investigation of major problems hindering the efficient use of existing tourism potential on the territory of the mountainous areas of western regions of Ukraine and, on this basis, the measures aimed at improving the financial, personnel and information support of the tourism business have been proposed, and also creating an attractive investment environment for projects in tourism and recreation, which in the long run contribute to social and economic development of the Carpathian region. A prospect for further research is to develop a mechanism for the practical implementation of the proposed measures.