The article examines modern approaches to the organization of tourism business in Ukraine, taking into account global trends and the specifics of the national market. The tourism industry faces a number of challenges, including economic instability, insufficient government support, legislative restrictions and the impact of environmental factors. Particular attention is paid to the analysis of the impact of digitalization, which ensures the automation of processes and the expansion of access to tourist services through online platforms. Innovative solutions are also considered, such as the development of new tourism formats, including ecotourism, cultural and gastronomic tourism, which are becoming important components of diversification strategies. The positive experience of other countries is analyzed, which demonstrates effective approaches to the organization of tourist services in the conditions of changes in demand and global challenges. Recommendations for the Ukrainian tourism market are offered, which include the adaptation of international practices in order to increase competitiveness, improve the quality of customer service and ensure the sustainable development of the industry. The prospects for the implementation of digital technologies, in particular mobile applications and booking platforms, as tools for improving customer interaction and increasing demand for travel services are highlighted. Therefore, the article is aimed at revealing the complex issues of tourism business organization and proposing new approaches for effective management in the conditions of modern challenges and an unstable environment.