The development and competitiveness of tourism is highly depending on investments in the sector, because they stimulate tourism research and directly influence the tourism infra- and superstructures. The article aims to analyze the investment process in tourism, identifying trends, opportunities and the investment environment. Empirical-analytical methods are used including analysis of literary sources on the peculiarities of the investment process in the tourism and processing of statistical data. Conclusions have been drawn about the investment process in tourism and the need to increase its economic efficiency.