The paper highlights theoretical and practical approaches to the development of a sustainable type of tourism in the region. The concept of “sustainable tourism development” has been clarified, the relationship between its components on the basis of the author’s approach has been identified, which allows finding its most promising segment – international cruise tourism. The paper also discusses the optimization model for the development of international tourism in a region. Among the main segments that influence the development of cruise tourism in the region, sea, river and expeditionary cruises are considered. The profitability of the segments that affect the sustainable development of international cruise tourism in the region has been calculated.