Abstract
The subject of the research is digitalization in the tourism business. The purpose of the study is to identify trends in the development of digital solutions in the tourism industry. The objectives of the study are to reflect the key trends in the development of the tourism industry based on the introduction of digital technologies, their benefits for buyers and sellers of tourism and hotel services. The novelty of the research: the characteristics of digital solutions as tools for promoting services and attracting potential tourists are given. Conclusions: digital technologies create new inaccessible destinations for travelers, and traditional tourist destinations are experiencing a rebirth. Tourists are independent in choosing the forms of travel (real or virtual), taking into account their preferences and financial capabilities.
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