The article presents the results of a sociological study of the attitude of the Karachay-Cherkessia Republic population to the essential components of the ecological situation. The significance of the ecological factor of the region as the basis for socio-cultural development and modernization of the territory of the republic is determined. A literature review shows the importance of such studies in regions with an extreme environmental situation and in regions traditionally considered to be prosperous and even resort areas. For such territories, the nature and absence of air and water pollution are a possible growth point, an attractive factor for forming tourist complexes. The development of tourism infrastructure and a competent media campaign will attract investors’ funds and create prerequisites for increasing tourist flows. Analysis of the survey results showed that the republic’s population as a whole positively evaluates the environmental situation, which is an additional condition for the success of the modernization process in the region.