The formation of tourist attractiveness is a key factor in the competitiveness of the region in the market space. The tourist attractiveness of the region is formed not only by a sufficient number of natural, cultural, historical, spectacular and other objects of tourism and hospitality, but also by providing high-quality tourist services and matching tourist products and services to consumer expectations. The purpose of the study is to develop, substantiate and test methodological tools for service audit of hospitality facilities in the format of competitive analytics, the results of which allow us to use the regional standard of hospitality as an objective indicator of the attractiveness of the objects of the hotel and tourism business of the region. The results of the competitive analysis of the service audit allowed the authors to assess the level of service at facilities that have implemented the regional standard of hospitality in their activities, and to rank municipal districts (urban districts) of the Belgorod region as tourist attractive for visiting and developing local tourism. The authors are convinced that building a rating of tourist attractiveness of municipal districts (urban districts) of the Belgorod region makes it possible to determine the most hospitable district (district) with a high level of service, identify new promising tourist viewing facilities, which in turn will contribute to increasing the attendance of hospitality facilities, increasing the competitiveness of a regional tourist product, forming a tourist brand and promoting the region. as an attractive tourist center.