Abstract. Problem. The article examines the problem of insufficient realization of the tourism potential of regions undergoing institutional transformation and post-conflict recovery using the example of the Donetsk People’s Republic. It is noted that the presence of significant natural, cultural, historical, and recreational resources does not ensure their effective involvement in economic circulation without the application of systematic strategic management tools. The necessity of developing a comprehensive approach to the formation of tourism clusters is emphasized, ensuring coordination of interests between the state, business, and local communities, as well as the integration of the region into the emerging system of domestic tourism of the Russian Federation. Methodology. The methodological basis of the research is formed by the provisions of the theory of strategizing and cluster-based territorial development. The study employs methods of analysis and synthesis, a comparative analytical approach, and strategic analysis tools, including SWOT analysis (assessment of strengths, weaknesses, opportunities, and threats) and PESTEL analysis (analysis of political, economic, social, technological, environmental, and legal factors), as well as scenario planning, stakeholder mapping, and spatial planning methods. Research results. As a result of the study, an adaptive model of tourism cluster strategizing has been developed, integrating strategic analysis, institutional design, and mechanisms for program implementation. A conceptual framework for the formation of a system of thematic tourism clusters in the Donetsk People’s Republic is proposed, including historical and patriotic, ethnological, recreational cluster "Azovye", Zuevsky landscape and recreational cluster, and the "Shakhtar" amusement park cluster. A methodology for an aggregated assessment of the socio-economic effects of the cluster model implementation is developed, allowing the potential contribution of the tourism sector to the gross regional product to be determined and the budgetary efficiency of projects to be evaluated. Practical application. The results obtained can be used in the development of strategies for socio-economic and territorial development, programs for the restoration of tourism infrastructure, and the formation of tourism cluster systems. The application of the proposed approach contributes to increasing the investment attractiveness of the region, the growth of domestic tourism, and the creation of new jobs. The developed provisions may be used by public authorities and regional management structures in the formation of tourism policy and territorial development programs.

Keywords: strategizing, tourism clusters, regional economy, spatial development; gross regional product, budget efficiency, cluster sustainability, scenario planning, Donetsk People’s Republic.

For citation: Ovcharenko, L. A., & Krotova, O. S. (2026). Strategic planning as a tool for realization of the tourist potential of a region (case study of the Donetsk People's Republic). Scientific Journal «Manager», 2(116), 263–281. EDN: BABNVU.

About the authors: L. A. Ovcharenko – Doctor of Economics, Associate Professor, Head of the Department of Tourism, Donetsk Branch of RANEPA; research interests: recreation, tourism, regional economy; O. S. Krotova – Director of the Travel Agency "VI-SANA TOUR".