Due to its developed tourism potential, Europe continues to be one of the most attractive regions for international tourists. Therefore, the study aims to develop conceptual strategies for managing innovation processes in the tourism industry of the EU countries, taking into account the life cycle stages, which will ensure the industry's long-term development. The research methodology included statistical data, graphical, tabular, abstract, and logical methods, visualization of theoretical and practical provisions, and systematic and comprehensive analysis. The study identifies the stages of the EU tourism industry life cycle (ILC) by such indicators as the growth rate of tourism revenue, the growth rate of the TTDI tourism development index, the growth rate of the eco-innovation index, the growth rate of the human resources index, and the growth rate of the digitalization index. The analysis of the ILC was carried out based on the classical model of Porter M. and the TALC hypothesis, according to Butler RW. The result of the study is an analysis of the EU ILCs and the development of conceptual strategies for managing innovation processes according to the stages studied in the modern EU ILCs. The recommendations provided in this study will be helpful for global public institutions to update and develop strategies for managing innovation processes in line with market conditions.