The article is devoted to the definition and systematization of factors of influence and development on the investment attractiveness of the tourism and recreation industry. The insufficient level of information support reduces the interest of investors in financing tourism in Ukraine. The available information does not fully reflect the development of the industry, which does not stimulate investors. Despite the created legislative framework, complex procedures for harmonizing documents create barriers for investors. Investments are concentrated in the western and southern regions, where tourism is a priority. Economic justification, profitability calculations, payback period and business plan are required to attract investments. The formation of a favorable investment climate requires complex measures to improve the conditions of investors' activity and expand the mechanisms of investment projects. A system of influencing factors on the investment attractiveness of the country's tourism sphere is proposed, including factors reflecting the general state of the country's economy and its social stability; indicators that determine the degree of development and organization of tourist services; factors including assessment of physical infrastructure necessary for tourism development; availability of tourist resources; indicators including the total volume and dynamics of investments in the tourism sphere; factors that determine the legislative and regulatory framework that regulates tourist activity. A set of internal and external factors of investment attractiveness of the tourism and recreation industry is substantiated. Where among the domestic staffing of the tourism and recreation industry; availability of cross-border cooperation in the field of tourism and recreation with neighboring states; the level of technological equipment and the level of expenses and socio-economic indicators of the state's development. External ones include: the political and economic situation in the state; investment attractiveness of the state; guarantees of inviolability of investments; natural resource; and the cultural and historical potential of the state. Taking into account these factors will help to develop effective strategies for attracting investments and developing tourism infrastructure, which will contribute to the overall economic growth of the country.