Digital opportunities make it possible to develop current and non-conventional travel products. One of the advantages of using digital technologies in tourism is to focus on individual preferences of tourists in order to subsequently increase sales and profits. The article analyzed the features of a modern excursion tour product and studied its perception by consumers, considered the possibilities of developing digital excursion services on the Telegram platform in the form of a chat bot. In order to investigate consumers' perception of the digital transformation of excursion services at the regional level, an online survey was conducted using the method of voluntary anonymous questionnaire. The questionnaire was posted on various social networks. Two focus groups of respondents were selected by the target audience of the study: tourism workers; residents and guests of the city of Belgorod. The analysis of the history of impressions in the search engine was carried out Yandex.ru made it possible to determine the popularity of audio tours, while the analysis of data at different periods of time made it possible to distinguish trends in the change in demand over time. The study showed that the possibility of digitalization of excursion services is highly appreciated by both travel industry specialists and consumers of excursion services, while both note a low level of introduction of these technologies into practical activities. The development of digital excursion services is slow and the main difficulties arise at the stage of informing. The formation and promotion of a tourist destination, improving the quality of a tourist product using modern information technologies is an important and promising direction for the development of domestic tourism and the creation of a tourist image of the territory.