DIGITAL TECHNOLOGIES OF INTERNATIONAL TOURISM: WORLD EXPERIENCE

International tourism is one of the main types of international economic activity, a complex sphere that has a significant impact both on the structure and general situation in the world economy, and on the economies of most countries and the regions of the world. Tourist activity is an information-rich sphere. The relevance of the chosen topic is reinforced by the fact that in modern conditions, digitalization is becoming a factor that stimulates cooperation, expanding tourism opportunities, simplifying the interaction of tourists with workers in related fields, creating new formats of excursions, expanding opportunities for branding and urban tourism. The modern world is intensively managed by digital data, the amount of digital footprint left by users, is widely used in many sectors in order to increase competitiveness. The effectiveness of the tourist system directly depends on the information database and digital technologies. The purpose of the study is to analyze the use of digital technologies in tourism management. Big data requires innovative steps from the state, in particular, the unification of public and private technological companies for the development of the tourism sector. The study identified th eimportant types of data for the tourism industry, which include: inventory data, loyalty programs, booking data, user identification data, web analytics data, search data, tourist reviews. The article presents data on the use of digital technologies by the governments of UNWTO Member States at the national, regional and local levels. The case studies presented in the paper demonstrate the application of digital data to promote the sustainability and competitiveness of tourism destinations. Russia is also commited to the active use of digital technologies in practice, to increase competitiveness and reach the level of world leaders in the development of digital infrastructure. It is noted that in the world rankings on readiness to use information and communication technologies, the Russian Federation demonstrates world the average indicators, however, bypasses China and Brazil. The adopted program documents at the government level demonstrate the state's desire to develop the digitalization of Russian tourism. The practical experience of the countries considered in the article can be used by Russia in the organization of domestic and inbound tourism for the long term.