One of the priority indicators of sustainable development is high-quality company management, which includes the introduction of innovations in the sphere of management of the level of professional competence of staff. Analysis of analytical reports and statistical data showed the existence of problems in the field of staffing of tourism enterprises, with professional practitioners record only the initial steps in building an effective model for the training of a competitive specialist in the digital economy. The purpose of this paper is to investigate the modern approach to managing the quality of professional training for the tourism industry in the digital economy. To achieve the goal, the information and empirical base of materials used were the legislative acts of our country, federal and regional strategies and target programs, statistics, materials of scientific and practical conferences. Methods of comparative analysis, generalization of information were used. As a theoretical basis, the author considered the notion of forming a digital human resource management system, analyzed the requirements of professional standards and employers, developed a questionnaire to obtain feedback from the hotel guest for its subsequent implementation with the help of It-technology. The article substantiates the need for tourism enterprises to use artificial intelligence as a tool to improve the effectiveness of digital marketing activities.