The article deals with a hotel HR-brand strategy development peculiarities. HR brand place in a hotel’s personnel management system has been determined. The HR brand platform elements as a system of values and goals that form the basis of personnel potential strategic planning have been specified. The set of hospitality industry enterprise external and internal environmental factors as the objects of strategic analysis within the second stage of HR-brand strategic development process has been clarified. Two main alternatives of this strategy have been highlighted, their essence, structural elements, implementation process peculiarities from the standpoint of external and internal branding have been specified. Hotel brand positioning principles through a key message to the target audience have been formulated.

The structural transformation of the economy and the achievement of socio-economic recovery of the country are largely determined by investment trends in the state. The implementation of a well-thought-out investment strategy and the active desire of the state to create attractive conditions for investors contribute to the development of the regions. The article presents an analysis of the implementation of the priority investment project for the development of the Balaklava Bay (Sevastopol). The project involves a holistic approach of restructuring the social infrastructure of the territory and form the basis of the tourism product, followed by increasing the flow of investment to fill it.