Tourism sector is currently one of the most effectively developing sectors of the economy, predetermining the market appearance of new forms and types of digital technology, which objectively requires understanding their place and role in the innovative activities of enterprises in this area. In this regard, the study of digital and technological aspects of innovation activities of organizations of the tourism industry becomes of paramount importance and at the same time is a vector for the development of innovative activity. Successful innovators are tourism and hospitality industry organizations that deliver bottom-line results based on the principles of innovation and competition. The success of the organization's functioning in the tourism industry largely depends on the quality of innovation management in general and innovation activity in particular. This study analyzed the importance of digital technologies aimed at increasing the innovative activity of tourism business organizations. A structural and functional scheme has been developed that reflects the relationship of digitalization with the innovative activity of tourist organizations, built on a structural and functional basis, where the principle of the consistency of the study of basic components is laid down as a typology. The benefits of using digital technologies in increasing innovation activity are justified. A methodological approach to the implementation of digital technologies that increase the innovative activity of tourist organizations, based on information and communication support of business processes, including efficiency criteria and response to environmental challenges, is proposed. A model has been formed that reflects the directions of digitalization aimed at increasing the innovative activity of the tourism business, reflecting the detail of innovative services of the tourism industry at the angle of modern trends that are vectors for the development of innovative activity. The study substantiated the conclusion that in order to increase the innovative activity of the tourism industry, it is necessary to comply with the triune concept: "science" – "economy" – "digitalization".