Few researchers raised the issue of increasing the Russian resorts and recreation centers' competitiveness level in the post-transition period as nobody considered it to be appropriate and nobody applied the competition theory to the recreation sector analysis during the Soviet planned economy period when there was no competition whatsoever. At present, an open tour operator services market has emerged in the new environment. The Russian and foreign tour operators compete when offering tours to the Russian and foreign resorts. The authors of the article touch upon the issue of increasing the Russian regional resorts competitive potential.