Creative tourism and digitalization of society

Introduction. The substantiates the relevance of the study of creative tourism and the digitalization of society. The increasing digital needs of citizens are noted. The answer to the consumer’s request is the digitalization of the economy. It is indicated that creative tourism, using digital technologies, is able to ensure the restoration of the tourism industry, which was most severely aff ected during the pandemic. Theoretical analysis. The concept of “creative industries” is considered in detail from an economic and legal point of view. Groups of creative industries are distinguished. It is noted that creative industries are being transformed into tourist niches, which together make up creative tourism. Empirical analysis. The analysis of retrospective data and the forecast of future values indicates a growing share of the contribution of creative industries to both global GDP and Russian GDP. However, it is noted that digital exclusivity is becoming an obstacle in the development of creative industries. The paper focuses on digital products of domestic and foreign museums. The possibility of introducing digital avatars into the activities of performing arts as components of the creative tourism industry is indicated. Results. In conclusion, it is noted that the processes of digitalization aff ect the development of creative tourism. Innovation and experimentalism inherent in creative industries and digital technologies will determine the directions of transformations of creative tourism in the future.