This research examines the state and development of the tourism industry and its impact on the recreational potential of the country through the preservation and rational use of ecosystems. The authors explored the issue at the national and regional levels. State and municipal programs currently being implemented reflect the intensive growth of the tourism sector in Russia and highlight several critical challenges that require special attention. These include the increasing frequency of emergencies and the extent of damage to tourism and recreational infrastructure, the negative consequences of overtourism, and the preservation of regional ecosystems, among others. Particular focus is given to developing effective tools for addressing these challenges, such as insurance mechanisms, ecosystem risk assessment systems, investment process management, and more. Based on the tools studied, the work proposes a set of measures aimed at creating favorable conditions for attracting investments and preserving and enhancing the recreational potential of regions. The research’s foundation and its main conclusions are built on a comprehensive regulatory, statistical, and scientific-analytical framework at the level of the country and the Krasnodar Territory.