This article is devoted to the issues of diversification in general, and diversification of the tourism industry, in particular. As there is a rapid development of tourism and an increase in the number of tourists, it is necessary to diversify this area. Diversification enables companies to maintain stability under difficult economic conditions by issuing a wide range of products and services, while losses from unprofitable products can be blocked by profit from the sale of other types of goods and services.The process of diversification is connected, first of all, with the transition not only to new technologies, but also to such markets and industries with which the companies previously had no relations; In addition, the products or services produced, thanks to new financial investments, must also be new and, preferably, unique.The article also focuses on the diversification of the tourist product. In addition, issues related to the development of the key direction of the digital transformation of the tourism industry are touched upon.