Scientific Journal of KubSAU

The ensuring of high rates of development and growth of competitiveness of tourism organizations in the long term, especially in the context of economic sanctions is predetermined by the level of investment activity. In a competitive environment, the most important factor of profit maximization is investing in business diversification. The object of our research was Sochi Seasons LLC, Sochi. The main activity of the organization is reservation services in the sphere of tourism, transport travels in the Kuban and Abkhazia and various excursion programs. The analysis shows that the unstable growth of profitability indicators of economic activity does not contribute to ensuring the competitiveness and investment attractiveness of the organization, it is a brake on investment processes. The results of SWOT-analysis in the organization testify to the difficulties of the firm's position in the market. In Sochi Seasons LLC, in order to increase the efficiency of investment activities are proposed: business diversification; improvement of commercial activities. The creation of a tourist cafe in the Krasnaya Polyana area along the route of tourist routes is a profitable business with great potential for development. Evaluation of economic efficiency indicates the feasibility of investing in a project that is characterized by an average degree of risk. The system of commercial, organizational and financial functions aimed at the most complete and rapid satisfaction of the demand of tourism services consumers should provide for: a comprehensive study of the state of the tourism market and the prospects for its development; perfection of forms, methods of realization of services; improvement of pricing policy; organization of advertising activities; forming of a strategic marketing plan