The relevance of the study is that along with the scientific and technological revolution there are anthropological and digital revolutions, the essence of which is a profound change in human thinking, forms of social life due to fundamental changes in value-target structures of society as a whole, which led to the transfer of basic social processes from the sphere of the material world to the digital sphere. The purpose of the research is theoretical and practical principles of forming the concept of creative digital technologies as megatrends of tourism business development in the context of dissemination of European experience in Ukraine. Objectives of the study: to analyze the concepts of "digital environment", "digital well-being", "digital comfort" and the value dimensions of digitalization; explore the concept of a "smart city" in the context of using the experience of Europe; to find out the development of agricultural tourism, rural and scientific tourism as new megatreds of tourism business; to identify the essence and directions of development of creative smart-tourism and e-tourism as forms of tourism of the new generation. As a result of the analysis, the concept of digital creative technologies as megatrends of tourism business development in the context of dissemination of European experience in Ukraine was developed; the concept of Digital-analytical information thinking and culture as a component of digital creative technologies in the tourism business is clarified; the directions of introduction of the concept of innovative development of tourist business in the conditions of COVID-19 are developed. Methodology of analysis. Methods - anthropological, axiological, phenomenological, ontological, systemic, structural-functional, phenomenological. Approaches - humanistic, cross-cultural, civilizational. Principles - integrity (proportionality), innovation, nonlinearity (deviation from equilibrium), openness, homeostatic (self-stabilization), self-determination (self-adjustment), self-regulation, self-management. Paradigms - synergetic, Agile-management (flexible), Enlightenment 2.0, human-centered model of balanced development, spiral dynamics, nonlinearity, synthesis of economics, culture and technology. Concepts and theories - smart-culture, smart-technology, smart-education, smart-man, smart-tourism, smart-management as a highly intelligent, high-tech, highly innovative development of society. As a result, the concept of innovative development of the tourism business through data-science, Digital-technologies, improvement of data-analytical thinking and culture of tourism companies was created
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