The article is devoted to the process of digitalization taking place in Russia in the context of the industrial revolution 4.0. The purpose of the article is to consider the process of introducing digital technologies as drivers of the reorganization of the entire way of life of Russian society, the disclosure of the concept of “digital totalitarianism". The process of digitalization affected not only all spheres of the economy, but also significantly affected the development of social institutions and the individual as a participant in this process. To achieve this goal, it is necessary to perform the following tasks: to determine the process of digitalization, to study state projects for digitalization in Russia – “Digital Economy of Russia until 2024”, “Education 2030”, to study the degree of involvement of Russian consumer and business communities in the use of digital platforms; to determine the consequences of the inevitable digital revolution, and what is the role of the state in them. The object of the study is the process of digitalization of the economy and its impact on human activity. The subject of the research is the specific features of the digitalization process that determine the future prospects of interaction between humans and artificial intelligence (neural networks and cybersystems). The hypothesis of the study: total digital transformation in Russia is the only possible scenario for the development and formation of a completely ” new “state based on the” digital economy”, ensuring competitiveness in the global market and improving all spheres of Russian life. The article examines the data on the current level of development of digital technologies in Russia and in the world, identifies the main trends and the most important problems of the development and impact of digital technologies on people.

The article reflects the main aspects of the development of the tourist industry of the Arctic regions. The characteristics of the tourist environment of each of the eight states forming the Arctic are presented. Dynamics of tourist flows of regions is considered. Trends in the further development of Arctic tourism are reflected. The analysis of statistical data on the subject under study is presented, conclusions on the topic are drawn.

The mass withdrawal from the tourism market and the bankruptcy of operators with many years of history show that there have been radical changes in this type of business. The digital economy, the rapid development of online services, aggregator sites change the structure of demand for travel, recreation and entertainment. First of all, it is necessary to take into account that the generation of zets becomes the most active consumer for these services. Since the global network has become the main source of information and a way of interaction for this age group, it is necessary to change the concept of supply. It is necessary to diversify the assortment sales matrix in addition to traditional vouchers. The expansion of the range of tourism products should be based not only on a deep analysis of market demand, but also on modern algorithms for processing large sets of consumer preference data. It is beneficial to take advantage of digital technologies. It is necessary to take into account a combination of two circumstances: on the one hand Internet surfing potential customers of tourist services, on the other the possibility of tour operators purchasing from search portals and sites aggregators of data on leads (lead), landing pages (Landing Page), CTR (Clickthrough Rate) and other tools of Internet marketing statistics. This work is devoted to the development of an algorithm for processing sets of data on consumer preferences and the development of an optimal market strategy for the supply of tourism services in a competitive business environment. Methods of stochastic optimization, mathematical theory of search for solutions in conditions of uncertainty, computer modeling have been used to solve the problem.

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