The relevance of the study is conditioned by the need to analyse modern marketing theory and its provisions and systematise current methods of marketing promotion of travel companies. In this regard, the purpose of the study is to develop an algorithm for creating a marketing strategy for a tourist and hotel business enterprise, describe the process of identifying competitors, disclose parameters for assessing the competitiveness of tourist and hotel business enterprises, systematise strategies for increasing demand during periods of low demand for tourist services, list elements of a modern marketing strategy for the development of tourist and hotel business enterprises, present the main characteristics of brand positioning in the market. The main approach in the study is the method of system analysis, which was used to consider a complex system of relationships between marketing strategy and the effectiveness of the tourism business. In addition, the following methods of scientific knowledge were used: synthesis, deduction, classification, data grouping, comparison, generalisation, and analysis of information sources. The study presents the results of the analysis, developed an algorithm for creating a marketing strategy for a tourist and hotel business enterprise, described the process of identifying competitors, identified the parameters for assessing the competitiveness of tourist and hotel business enterprises, systematised strategies for increasing demand during periods of low demand for tourist services, listed elements of a modern marketing strategy for the development of tourist and hotel business enterprises, presents the main characteristics of brand positioning in the market.