In the presented article features of introduction and use of process of digitalization in the market of tourist services of Ukraine are considered. It is generalized that digitalization of business, regardless of the scale, sphere of management, is a driving force that promotes its promotion, development and provides higher competitiveness. Its main advantages are: saving time and increase of the productivity of internal business processes of the company; optimization and improvement of communications - both internal and external; providing additional value of goods (services) through quality service; higher competitive opportunities due to improved customer service and overall optimization of the workflow; price reduction through process automation and digitization of business processes; transparency of internal and external business processes of the enterprise, etc. It is also noted that the requirements for digitalization of tourism businesses are not only a challenge of time, but also a vital necessity, including pandemic, caused by the Covid-19 coronavirus. The way out of this crisis is modern digital technologies that allow people (consumers) to travel virtually, book online accommodation, transport, tickets, and travel companies to rethink the importance of these technologies in managing their own business. It is proved that organizational and legal changes that have taken place at the level of higher state authorities (creation of the Ministry of Culture, approval of the Concept for the development of electronic services in Ukraine, etc.) are an important argument for our country's transition to the digital economy. Based on the forecasts of the European Organization for the Safety of Air Navigation, it is determined that the active use of digital technologies in the market of tourist services will lead to the resumption of tourism in Europe and, in particular, in Ukraine. The article analyzes the most popular digital tools that are already actively used in the tourism industry: thematic mobile applications; sites-units for booking air tickets, accommodation or other services; use of social networks as platforms for organizing the tourism business; virtual tourism; conducting online tours, etc. Domestic travel companies are invited to introduce other innovations in the field of digital technologies (availability of a modern and functional website; creation of business pages of the company in popular social networks and use of available tools for advertising and promotion of their own tourism product; creation of chatbots to respond to the most frequent questions of potential consumers, establishing the most personalized communication with customers through the use of mobile applications, etc.), which will create better opportunities to manage their own business and make it more competitive. Keywords: digitalization, digital economy, management, business processes, tourism, travel services, digital tools, online tourism.