Stimulating domestic tourism during the period of overcoming the negative impact of the consequences of the spread of the COVID-19 pandemic, negative factors caused by the instability of the geopolitical and economic situation in the world, the need to overcome the consequences of sanctions pressure is an important and timely decision. The article is devoted to the analysis of indicators, specifics and results of the implementation of the six stages of the Tourist Cashback program, the purpose of which was to stimulate tourist activity at the expense of the reserve fund of the Government of the Russian Federation. The necessity of using dynamic and multi-criteria programming tools in solving the problem of optimizing the results of program implementation and building a control system, the expediency of improving the technologies for implementing such programs is substantiated. It was noted that increasing the duration of the sales window, stimulating the active participation of business and developing a more effective system of interactions of tourist organizations in the implementation of the program, expanding the geography of the program and focusing its attention on new Russian regions with great tourist potential will contribute to improving the effectiveness of the program. The necessity of strengthening the marketing component of the process of managing the results of the program implementation is substantiated. It was noted that the optimization of organizational and technological aspects of the implementation of the program will be facilitated by a constructive dialogue between management bodies and entrepreneurs of the tourism business.