Анотация: The paper proposes an evaluation of tourism potential of Ruse district based on PEST and SWOT analyses as well as functional analisys aiming improvement of implementation of local policy fostering tourism development in the region. As a result, the main trends, competitors, products and clients tourists) are defined. Results are showing that district of Ruse is underdeveloped as touristic destination, therefore there is potential for various kinds of tourism. Some recommendations for further tourism development are proposed. The results had been presented in front of the working group for development of project of Strategy for sustainable tourism development of Ruse district 2020 - 2030 and will be included in official strategic document