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Abstract. The article is devoted to the coverage of digitalization trends in the tourism industry. The author notes that one of the directions of future development of the tourism industry is the continuation of large-scale digitalization and the use of the latest information technologies. It is emphasized that digital technologies contribute to the creation and application of fundamentally new electronic marketing channels for the promotion and sale of tourism products. The impact of digitalization also causes increased competition in the tourism industry, affects the acceleration of globalization, changes in consumer behavior of tourists. It is emphasized that the digitalization of the tourism industry today is influenced by trends and trends that are constantly changing and in the post-pandemic period will continue to transform the industry into new types of tourism services. Modern digital trends in the tourism industry are highlighted, namely: recognition technology - widely used in many hotels when scanning the retina and fingerprints to unlock hotel rooms; robots to perform intelligent tasks - demonstrate a huge number of potential opportunities, ranging from customer service to data processing; mobile integration is one of the easiest digital trends to implement in the tourism industry; chats and artificial intelligence - chat technology can be used in the travel industry to respond quickly to basic requests.; personalization - large databases give hotels the opportunity to provide a more personalized experience for guests, and this trend will grow in the coming years; Internet of Things - the use of the Internet in everyday devices, which allows you to send and receive data. The Internet of Things is used in the tourism industry to automatically reduce costs and improve the customer experience without the need for human intervention; Virtual reality and augmented reality - several hotel chains are experimenting, allowing customers to experience virtual relaxation in their hotel rooms during the booking process before they ever physically visit them, giving them a more informed choice. It is proved that the emergence of the information society, which forms a digital, virtual reality with specific social, cultural, consumer practices, has largely led to innovative processes in the field of tourism. It is determined that the digitalization of tourism will help increase the competitiveness of the industry.

tourism; digital trends; Information Technology