The article examines the evolution of the concept of customer experience management as a key factor in increasing the competitiveness of enterprises in the tourism and hospitality industry. The aim of the study is to characterize and classify traditional and digital tools for shaping customer experience in the tourism industry. The research is based on content analysis, tabular methods, synthesis and service design, induction, deduction, ranking, and classification. Based on a critical review of the scientific literature, the study analyzes theoretical approaches to defining the essence of customer experience, identifying its main elements and stages of formation. Traditional and digital tools for managing customer touchpoints are described, a ranking of factors influencing customer experience in hotel enterprises is presented, and recommendations for managing online reputation are developed. Special attention is paid to service interaction schemes with consumers that enhance their loyalty and engagement throughout the entire customer journey. Furthermore, the paper highlights the promising role of digital technologies in optimizing service delivery processes in tourism. It argues that the optimal customer experience management strategy depends on the type of service and is based on emotional intelligence, information and communication technologies, personalization, and the creation of «wow effects».