The article analyzes the formation of demand for domestic tourism products, taking into account changing consumer preferences in the Russian market; the profile of the tourist, affecting the choice and structure of basic and additional services, the format of promotion and implementation of the internal tourism product. The studies shows that the weakening of the demand for a recreation (beach rest) occurred during the increase in the role of active, adventurous and cognitive tourism while changing the requirements for a high-quality multi-level service in the service process. Analysis of the demand characteristics demonstrates the following trends in the market: the shift of the market format towards the "new type" consumer, the reluctance of recessive tour operators to mass service, the lack of targeted demand and the basic platforms for offers in the informal consumption segment.
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