Summary. In the article the obstacles and measures to improve the system of the human resources management of tourism enterprises are shown. The basic requirements for expanding of the quality of the personnel potential of tourist agencies for the staff are reviewed.
Key words: personnel potential, management of the personnel potential, tourist enterprises.
Summary: Approaches to understanding the essence of the concept of "regional marketing" and "regional tourism marketing" were considered, author’s understanding of these categories was grounded. Goals and objectives of regional marketing and strategies to achieve them were defined. The features of the tourism product and the market were studied, the role of marketing in the tourism industry of the region.
Keywords: regional marketing, regional tourism marketing, regional marketing strategy.