The article describes the versatility of the service sector in the tourism industry. It is argued that a clear definition and even an idea of management in the tourism industry as the flagship of the national and regional development of the service sector has not yet fully developed in the scientific community. The complexity, significance and relative novelty of the service sector in the tourism industry, as well as the lack of fundamental work in this area, have led to the emergence and use of many terms that define its essence. Over the past ten years, the regional administration in Russia has been undergoing a clear transformation and a new approach to strategy development is being formed.As the Russian tourism industry’s market for services represents an innovative management and socio-economic platform with a regional character, new management and development technologies should be more actively developed and implemented in the most resource-appropriate territories. The problems of strategic development of the service sector and management in the tourism industry are considered on the example of the servirization of the Sverdlovsk region.