Abstract
The tourism industry is undergoing profound changes in the context of digital transformation. This article examines the impact of modern digital technologies on the global tourism market, the emerging challenges, and potential development prospects. Digital solutions such as online platforms, Big Data, artificial intelligence, virtual and augmented reality (AR/VR), and mobile applications are radically transforming the ways in which tourism services are organized, sold, and consumed. The research analyzes reports from international organizations, best practices from leading countries, and academic publications. The methodology includes content analysis, comparative analysis, and case study methods. The findings indicate that digitalization in the tourism sector contributes to improved customer-oriented services, optimization of operational processes, and enhanced quality of data-driven and marketing-based decision-making. The study also considers the key challenges of digital transformation, including insufficient legal regulation, digital inequality, cybersecurity issues, and a shortage of qualified personnel. The research concludes that sustainable development of the tourism market is possible through the implementation of effective digital strategies, the formation of an innovative ecosystem, and the strengthening of collaboration between the state, business, and academia. The results have both practical and theoretical value for tourism industry stakeholders, digital solution developers, and researchers