One of the directions of development of the tourism industry is health tourism. Today, having natural opportunities and high potential, it is possible to state the absence of highly competitive positions in this sector of the national economy of some developing countries. For example, in Ukraine, sanatorium-and-spa institutions are one of the priority areas for the development of domestic and foreign tourism, one of the most stable types of tourism markets. So, the object of the research is the Clinical Sanatorium named after V. I. Pirohov «Kuialnyk» (Odesa region, Ukraine). The subject of the research is ways to improve the Clinical Sanatorium named after V. I. Pirohov «Kuialnyk». The available and potential reserves of medical resources, taking into account their qualitative and quantitative characteristics, can serve as the basis for the creation of such tourism products that are now very popular in the world, for example, the provision of spa services. The authors state the absence of highly competitive positions in this sector. In the current market conditions, the sanatorium business in Ukraine is undergoing structural changes. The branding scheme proposed by the authors of the Clinical Sanatorium named after V. I. Pirohov «Kuialnyk» allows improving the quality of spa services and marketing effectiveness. After all, the modern basis of the activity of tourist organizations is determined by the factor of informatization of society. Since the vast majority of visitors to the resort are from Belarus, Moldova, it is interesting that the resort also has its share of international tourists from European countries (Romania, Bulgaria, Germany, etc.). Thanks to the successful identification of the strengths and needs of consumers, it can be assumed that the international tourist flow will increase, because there are all the necessary conditions for this. The new branding scheme developed by the authors will act as a catalyst and stimulator for the growth of the number of visitors to the Odesa region. The prospect of this study lies in the search for new solutions for the promotion, reorganization of SPA institutions in the market of health tourism services in Ukraine. The synergy of the optimal use of natural health-improving resources and the best management solutions for the use of information support create a competitive tourism product, which in turn will lead to an increase in international tourists.