The article examines the peculiarities of the realization of the potential as a complex phenomenon of the development of tourism entrepreneurship. The article aims to assess the state, prospects and directions of strengthening the potential of tourism entrepreneurship. Achieving the set goal involves solving a number of the following tasks: assessing the condition of each component of the possibility of tourism entrepreneurship and identifying the role and tools of state management of the relevant potential. Research methods: bibliographic analysis, comparative analysis, retrospective analysis, generalization method, synthesis. According to the results of the conducted research on each of the components of the potential of tourism entrepreneurship, the peculiarities of their implementation were considered. To carry out further monitoring and assessment of the state of development and realization of the existing potential of tourism entrepreneurship, it is advisable to form a list of similar assessment indicators at the industry level, which can become a promising direction for further scientific research. It has been identified that the key driver of the development of the researched industry is the state administration and the corresponding state policy. Taking into account that the main goal of the enterprise is its competitiveness and efficiency of financial and economic activity, it is advisable to consider the peculiarities of realizing the potential of tourism entrepreneurship in terms of the following components of the potential of the enterprise in accordance with the system approach: financial, investment, production (the basis of the activity of providing tourist services), labor, an innovative component of the potential of entrepreneurship. Government support (or lack thereof) for tourism and tourism-related investment is also critical, with national, regional and local governments in both industrialized and developing countries competing fiercely for investment flows. The instruments most often used to attract investment include tax incentives, subsidies, simplification of the investment approval process and easier access to credit (loan guarantees, etc.).