In modern Russia, the reconfiguration of the tourism sector has been taking place for the second year: domestic tourism is actively developing with the support of the state; travelers choose not only beach holidays, but also other options. At the same time, cognitive and educational materials are in low demand. Against this background, museums face difficulties, because they find themselves in conditions of high competition not only with similar institutions, but also with shopping malls and parks. In the current situation, museums need to switch to external communications in order to attract the attention of the target audience to their activities. Thus, the topic of the development of external communications of the museum as a factor in the development of museum tourism is relevant. The article presents the results of the author's research of the target audience of museums, considers the preferred channels for obtaining information about museums, the factors of attractiveness of museums, the reasons for refusing to visit museums. The study used a questionnaire survey, content analysis and analysis of secondary data. Attracting the attention of travelers will allow museums to move from the extreme point of the value range to the first positions, which will also contribute to the development of culture in the country, the preservation of history, etc., change the motivation for visiting museums, and make museums attractive to the younger generation. Museums today have the opportunity to integrate into tourist programs, become a center of attraction for young people, become part of a large-scale territorial brand and integrate as a cultural center into the municipal environment. To do this, it is necessary to move from one-sided communication to a dialogue with the target audience, learn how to build long-term interaction.