The article considers the main indicators that form an image of the investment potential of tourism. These indicators are characterized taking into account two aspects: economic and tourism, inasmuch as tourism is a component of the national economy, but as an industry has its own specific features and differences that require special attention. The economic performance provides the analysis of economic indicators of the region as a whole, the tourist performance is necessary to define the local tourist potential: natural resources, establishments of service industry, indicators of demand for tourist services and other. We have suggested a system of indicators that are decisive in characterizing the investment potential of the tourism industry of the regions, which will make it possible in the future to compile a rating of regions using these indicators according to investment attractiveness and potential of the tourism industry, namely the following indicators: financial resources, labor, production, capacity index number of tourism flows, indicators of demand and supply of tourist services, tourists who have visited the region, the number of tour days according to the holiday packages implemented, the number of tourism entities, numbers, available places, available tourism resources, tourism efficiency and indicators of economic importance of tourism development for the country in general. Rating is based on a quantitative assessment of synthetic (generalized) indicators. Each synthetic indicator of a particular industry and the region is constructed based on a set of analytical indicators making a part of them that in the future will make it possible to form a unified integrated indicator that characterizes the investment potential of the region. Besides, we have developed the scheme of stages to rate the regions according to the indicator of investment attractiveness and assessment of investment potential of the region according to various indicators. Subsequently these indicators will make it possible to forecast particular actions for investment support of the region or the studied industry, as well as their rating according to the degree of attractiveness and possible construction of a map with investment-attractive region.