ANALYSIS OF TRENDS IN THE DEVELOPMENT OF TOURISM ORGANIZATIONS IN THE KRASNOYARSK REGION UNDER CONDITIONS OF DIGITALIZATION

The article presents the results of a comprehensive analysis of key trends in the development of the tourism services market and the activities of tourism organizations in the Krasnoyarsk region from 2014 to 2024, with a special focus on the impact of digital transformation processes. Based on a retrospective analysis of official statistical data, the main structural changes have been identified and systematized. These include: a significant increase in the importance of domestic tourism as a driver of market recovery in the post-pandemic period, an increase in the share and role of tour operators in the industry structure, and a radical transformation of the geographical structure of tour package sales after 2020, expressed in an initial sharp shift in demand towards Russian destinations with subsequent partial reversal. Special attention is paid to the influence of digitalization on market dynamics and business models: a steady increase in the share of independent travelers using online booking services is noted, which creates challenges for traditional travel agencies and transforms the value chain. The author also highlights technological trends (personalization, contactless services, VR/AR) beginning to be implemented in the activities of organizations. The conducted com-parative analysis revealed specific regional features of the Krasnoyarsk market recov-ery, which differ from nationwide trends in slower quantitative growth rates amid a more rapid increase in service costs and a more pronounced focus on domestic tourism. It is concluded that the identified structural shifts and the influence of digitalization necessitate the revision and adaptation of traditional methodologies for assessing the effectiveness of tourism organizations. The integration of new indicators reflecting digital maturity, customer-centricity, and the ability to adapt in a highly volatile market environment is required.