CURRENT PRIORITIES OF DIGITAL TRANSFORMATION IN THE TOURISM AND RECREATION INDUSTRY

Abstract

The article is devoted to changes in the tourism and leisure industry caused by digital transformation, especially against the background of the development of new technologies. Recent years have become a turning point for travel due to the introduction of digital technologies, such as artificial intelligence, mobile applications and environmental solutions. The authors believe that innovations in technology allow to improve the booking processes, which already occupy an important part of tourism operations. A special role is played by mobile applications, artificial intelligence and other digital tools that contribute to increasing the convenience and personalization of tourist services. With the help of such technologies, travelers can receive recommendations, plan routes and book places, taking into account their individual preferences. The digitalization of business processes has become a key strategy for maintaining competitiveness in the industry. Digital technologies allow to optimize not only customer service, but also to effectively manage operations, implementing analytics for making strategic decisions. Technologies such as blockchain, artificial intelligence and augmented reality are changing the rules of the game in the industry, making the travel process more accessible and secure. The digital tourism market is also marked by the growth of mobile booking, which allows users to quickly plan trips using smartphones. Thanks to modern technologies, services such as contactless check-in and online booking have become the norm in the industry. Virtual reality allows travelers to preview travel destinations. The authors argue that the digital transformation in the tourism and leisure sector continues to change not only the industry itself, but also consumer behavior. The introduction of technologies such as artificial intelligence, mobile applications and other digital tools is the basis for the further development and adaptation of the industry to new conditions. New technologies are becoming an integral part of the travel experience and open up numerous business opportunities, contributing to the personalization of services.