The influence of the market economy on the tourism industry in Russia is great and it is impossible to underestimate its positive effect on the development of the entire tourism industry. Thanks to marketing tools, which is an integral part of the competitive market, the concept of tourism has gone far beyond the trivial idea of the citizens of our country about the organization of recreation, has become wider for understanding and purpose. Today, tourism is not only recreation, but also, thanks to the development of the entire market of tourist services, a way to get to know oneself, plunge into another world, get out of the comfort zone, reset life values, and even completely change the way of thinking. For the state and its values, the tourism market in all its facets represents a huge revenue base for the budgets of all levels and contributes to an increase in profits and money supply turnover in economic entities related to tourism industries. Accordingly, in order for all mechanisms to work like clockwork, it is necessary to pay attention to the methods, ways and technologies of selling tourist services and goods directly to the consumer, the central figure of any market (in a broad sense) in the 21st century. It becomes more and more difficult to win its demand every year, month and even day. To successfully complete a sale today, you need to find and use new methods. This marketing research touches upon the genesis of the tourism industry from the end of the 19th century to the present in the context of the marketing of tourism services in Russia, as well as an analysis of the evolution of sales tools and sites for their implementation in the Russian Federation.