This research examines the important relationship between the sustainability of tourism enterprises in the field of digital innovation, principles of sustainability and participation of tourism enterprises in sustainable development with business performance.The main goal of this research is to analyse the compliance of the Sustainable Development Goals in the activities of the entities of the tourism industry of Ukraine in the conditions of the modern digital development of society. The purpose of the study is closely related to the development of effective tools for sustainable development in Ukraine with an emphasis on finding a balance between the policy of sustainable development and the needs of the tourism business. The main results of the study should include the formation of problematic aspects and perspectives of the work of tourism companies in Ukraine at the current stage of the development of the digital society. The problems faced by enterprises in the tourism sector are highlighted and ways of sustainable tourism that can contribute to economic and social development in the conditions of the post-war development of the country's economy are identified. A graph-analytical analysis of the compliance of the Goals of sustainable development in the work of the tourism industry of Ukraine was carried out. Appropriate ways were formed to eliminate problems and form prospects for the development of the country's tourism industry in the conditions of its post-war development. The main conclusions on the topic of this study were formed, which include the importance of a balance between sustainable tourism practices, digital innovations and business needs to achieve the goals of sustainable development in Ukraine.

The article assesses how small businesses in the tourism sector tend to develop under modern conditions. Using world experience as a guide, the article analyzes the current state of the tourism industry in Ukraine. The goals for promoting tourism in Sumy in general, and the management system of the startup «SUMKA-tour» in particular, are based on our having viewed the components in an integrated way, which means organizing new ways in which tourism companies, businesses, and museums can work together. The technique is based on the complex approach of reorganizing components of the current organizational and economic systems in place. This technique is based on the SMART method based on the MVP approach. This MVP approach will provide different opportunities for different channels to attract users and develop the customer base, which in turn will increase the demand for tourism in region and subsequence services. Therefore promoting the development of transport infrastructure, will significantly raise attractiveness and investment in the territory. The article foresees new methods and models for rationalizing production and economic systems. The article considers the successive measures that the management system puts into practice in stages, and these substantiate the formation of the startup "SUMKA-tour" while minimizing cost. The tasks to be performed by the logistics system of the enterprise are defined. The prospects for innovations in tourist activities are stated. An updated system has been created that combines business processes and new tech and web opportunities with improved incentives for the companies that are part of the startup. The article also models the intellectual potential of the startup " SUMKA-tour". It is a proposal to update current organization systems and economic policies. Is brought on by a general consensus that innovation and new technologies will help facilitate growth and work for small businesses in the tourism industry. The main idea driving this system is its logistic system, and the logistic data that we have gathered for the city of Sumy is firmly based on our research there.