The purpose of the article is to elucidate conceptual aspects of the experience economy in context of greening land use, which will facilitate the acquisition of complex economic, environmental and socio-cultural effects, as well as the development and evaluation of land use through the lens of gaining emotional experience from its use.

Research methods. The set of methods, principles and techniques of scientific knowledge was used: statistical analysis (for characterizing the rating of the land fund of Ukraine, tendencies of the world dynamics of growth of green lands areas, the rating of countries and territories by the size of gross domestic product of employment in agriculture); comparative analysis (for determining trends in the development of international tourism) graphic (for visual reflection of the theoretical foundations of development of the experience economy).

Research results. The development of ecologically clean land management based on the experience economy was justified. The possibilities for implementing the development and conservation of natural resources were disclosed using an example of demand for experience / impressions of land use. The necessity of improving the method of land use assessment in the direction of the environmental orientation of land use and taking into account the emotional component was proved. The types of economic activity of the experience economy in context of land use were given. It was proved that the development of land use on the basis of greening and the experience economy has a number of effects, namely economic, environmental, sociocultural.

Elements of scientific novelty. It was developed theoretical basis for the essential presentation of the experience economy in context of land use, namely characteristic features, advantages and results. The concept of emotional experience was grounded, and distinctive features of the economic relations of the experience economy in context of land use were determined.

Practical significance. The specificity of the experience economy in context of land use was substantiated, which would help to develop a rational and effective way for managing and using the land as a result of taking into account the emotional component.