The article reveals the potential of the youth tourism, addressing a number of problems of higher education: formation of a general cultural competence, preservation and strengthening of students' health, enhancing educational progress, motivating the physical self-improvement, contributing to the formation of healthy lifestyle values and developing social adaptation skills. The need to integrate these tasks with educational, sports, medical and biological technologies is scientifically grounded. The application of sports and wellness tourism in the educational potential of curricular and extracurricular activities of the University was developed as a theoretical model. This work describes the progress and results of its experimental testing. The results show that the sports and wellness tourism practices in higher educational establishments (on the basis of integration of educational, sports, medical and biological technologies) contribute to the formation of a general cultural competence, improve students' health, increase their fitness and motivate the physical self-improvement, as well as contribute to the development of physical qualities, in both men and women.