The article is devoted to the problems of the influence of the tourist and recreational sphere on the investment attractiveness of the region. The point is that under the influence of global trends, in vestment in the development of tourism and recreation becomes attractive. This industry not only gives multi-billion dollar revenues, but it has a powerful multiplier effect. The article examines the experience of transforming the country, 90% of its GDP gave revenues from the sale of oil, to one of the centers of world tourism. This is of immediate interest to our country. Another possibility to raise the regional economy and the economy of the country is connected with the development of the digital economy. It’s about virtual tourism. Both considered options for the development of the tourism industry will require huge investments with a high level of risk, but also with huge incomes if successful. The problems of attracting investments in the region inevitably go to the state. Targeted programs are an effective means of solving complex problems. With their help, it becomes possible to attract private capital on an equal footing. The tourist business today can become a locomotive of socio-economic development in some regions.