The article is devoted to the main aspects of the impression economy, formed under the influence of the transformation of the value system in post-industrial society, changes in people's free time and their desire for positive emotions, comfort, satisfaction. The tourist product has all the necessary prerequisites in order to form an unforgettable experience of travel and related services of the hospitality industry. The signs of the impression economy include significant sensitivity to the needs, interests, experiences, emotions of consumers, orientation to the uniqueness of the product offer, direct connection with the information, cultural, communicative environment of human activity, a combination of manifestations of emotionality and rationality of market exchange. In the conditions of the impression economy, due to the relative irrationality of consumer behavior, the unauthorized and at the same time controlled formation of consumer networks takes place on the basis of "mass personalization" and the synergetic nature of the "collective consumer impression". This phenomenon can unpredictably affect the image of a travel company. Thus, there is a natural need to create an impression management system in a tourist company. Impression management involves the formation of employees' emotional competence, that is, the ability to implement optimal coordination between emotions and purposeful behavior, to make informed decisions based on the processing of internal and external emotional information. The complex of specific impression management techniques covers digital tools of marketing communications, emotional marketing, relationship marketing and event marketing, customer-oriented service, tourist branding, as well as total quality management. The result of the introduction of impression management should be an increase in the competitiveness of the tourist brand and the quality of life of the population due to the successful development of tourism.