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The fact that today tourism takes a bigger swing in the share of GDP, has prompted firms from the tourism sector to take measures to invest in their business. Thus, given the numerous studies proved that today tourism take a greater participation in the economy and hence the performance and creation of profit in tourism lies in more employees, unlike in the past when equity is created in the area of money and materiel. Today, the capital of every enterprise representing people with their knowledge, professionally, experience, creative ideas and potentials. So investing in a professional and qualified staff is the key to successful and profitable operation of tourism and catering companies. The subject of this research paper are companies from the tourism sector in R. Macedonia and how they invest in human capital.

Pelister National Park is the oldest Park inMacedonia and it's established in 1948. The Park has an abundance of natural and anthropogenic geographical features.Mountaineering, alongside with sports, education and recreational tourism are the leading attractions for the tourists in the Park, which is evident from the system of trails suitable for these activities. The Park has great potential to harmonize the needs of different users. The article is based on empirical research and a review of relevant literature. The empirical research was conducted on a sample of 124 respondentsin order to show the potential for the development of mountain, sport, educational and recreational tourism. The research includes interviews with climbers-presidents of mountaineering organizations in Bitola and the management team of Pelister. Through the research we value the elements referring to attracting visitors to sports and recreation, as well as the elements of influence and management of natural resources in the PelisterNational Park. The results showed that National Parkis mostly practiced for mountaineering and climbing. From sports activitiesthe ones that dominated are skiing, Nordic running and cycling. Also the Park is a place for education and place with potential of developing health tourism.

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Примената на промоцијата во туризмот има посебно значење и свои специфичности. Тоа произлегува од специфичностите на туризмот, што во различен обем и интензитет опфаќа голем број на стопански и вонстопански дејности. Сепак, од стопанските дејности во туризмот, најзастапено е угостителството, а во рамките на тоа, хотелиерството со својата сместувачка рецептива. Тоа е причината што овде акцентот е ставен врз практичната примена на одредени промотивни активности во овие дејности, во склоп со нивните специфичности. Доста заначајно прашање е промотивниот аспект за време на туристичкиот престој. Секојдневниот пораст на туристичкиот пазар и сé поголемата конкуренција меѓу давателите на услуги доведува до зголемување на потребата од креирање нови, препознатливи и автентични туристички производи кои сами по себе ќе бидат привлечни за посетителите, а туристичката дестинација преку промотивните активности ќе добие "белег" по кој посетителите ќе ја препознаваат на пазарот.