The research discusses the main approaches to assessing the tourist and recreational potential of territories. The authors identified three groups of indicators, which can serve as the basis for conducting a comparative assessment of the tourist and recreational potential. The proposed integrated approach is based on the point-rating principle and expert evaluation. The authors propose three groups of parameters of the potential for recreation and tourism activities of the territory for the purposes of comparative analysis. The research was carried out to assess tourist destinations located in the zone of the European North of Russia (ENR). The research objects are the subjects of the Russian Federation included in the active zone of the ENR, whose territories are subject to agglomeration processes and urbanization. The scientific novelty of this research lies in applying an integrated approach to assess the tourist and recreational potential of the region and urban agglomeration and identify key indicators of its development. The relevance of this research is determined by the significant role of tourism in developing economic sectors in the agglomerated territory and in the subject as a whole.