Recently, in the face of increasing attention to the tourist potential of developing and high-developed countries, thousands of works devoted to the theory of competition and the problems of ensuring the competitiveness of tourism enterprises in these regions. An indispensable condition for the tourist market is the fact that the implication of tourism product in a competitive environment based on the development of innovation allows certain competitive advantages in the long term.

In the article – the concept of innovative tourism product as a prerequisite for competitiveness in the market of tourist services. It describes the factors of competitiveness of innovative tourism product. Thus, tourism product innovation is to promote tourism industry sustained and healthy development of the fundamental driving force. The article also illustrates the core principles of tourism product innovation.