The Krasnodar Krai health resort industry is a key sector of Russia's tourism and social and health economy, accounting for over 30% of all domestic health resort services. In the context of post-pandemic transformation, increased competition from international resorts, and rising demands for the quality of medical services, the industry faces systemic challenges: aging infrastructure, personnel shortages, fragmented government support, and a low level of digitalization. This article presents a comprehensive analysis of the health resort industry in the Krasnodar Krai. Key factors determining the region's competitiveness are identified: natural and climatic potential, accessibility of medical technologies, service level, and transportation infrastructure. A strategic development model is proposed, including the creation of a «Black Sea Coast Resort Cluster,» the implementation of digital health management platforms, the development of a «Health of Kuban» certification system, and integration with the compulsory health insurance system.

Health resort industry, natural and climatic resources, digitalization of healthcare, resort cluster, medical tourism, investments in healthcare.