Key indicators of digital activity of tourism industry entities

Currently, much attention is paid to the development of digital technologies in all areas and activities. The tourism industry, respectively, and tourism organizations are an important element of any economic system, where the results of digitalization are especially visible and are quite popular. The article presents the author's approach to the concept of digital activity of tourism industry entities, expressed through the level of intensity of internal and external digitalization, the degree of application of digital potential and digital sustainability. The forms of digital activity in tourism are presented, specific examples are given. The digital activity of the tourism industry in this context takes on particular importance, namely, the need for them to gain competitive advantages and to better meet the dynamically changing consumer demand for the tourism product they produce.