In the conditions of development of inbound and domestic tourism in the Russian Federation, there is an increasing need for professional staff, including for the sphere of accommodation services (hotel services). In this regard, it is relevant to search for effective tools for the professional development of personnel, which include contests of professional excellence. The study studied the main goals and objectives of national and all-Russian professional competitions, assessed the regulatory impact of the regional competition «Irkutsk Hospitality» implemented in the Irkutsk region in the period 2012–2023. The increasing role of professional competitions held at the federal and regional level in the formation of competitive professionals (managers, mentors, receptionists (administrators), waiters, room service specialists (maids) and others), establishing a constructive dialog of parties interested in the development of accommodation services (hotel services), promotion of tourist areas. Recommendations aimed at strengthening the regulatory impact of regional competitions of professional excellence were developed, related to holding municipal stages of the competition in the territory of the Irkutsk region, expanding the number of participants and stakeholders, organizing the discussion of problematic issues within the framework of the competition (round tables, etc.), including the competition in the number of recognizable events in the region.