The paper examines the advanced models of the tourism business organization as a conceptual description of the creation of economic or social value for the consumer of services in real economic situations, the development of means of communication, and methods of conducting monetary transactions. It determines the directions of activation of economic activity types without which further formation of tourist business is slowed down, in particular travel journalism, cloudsourcing, business on joint use of property, couchsurfing, customization, partnership. The author suggests using travel journalism to promote tourist brands, form the image of resorts, promote destinations, increase demand for tourist services. Examples of perspective use of crowdsourcing tools in tourism are given. The directions of use of customization in tourism are substantiated, in particular expansion of sales channels, attraction of new segments of consumers, personalization of elements of service, specialization of tour operators in individual services. The essence of partner business in tourism is revealed, examples of partner programs of tour operators are given. The paper offers the classification of the basic models of tour operator activity, which is characterized by interaction with potential consumers and mechanisms of services monetization. The implementation of the strategy of improving existing tourism products does not ensure the achievement of established competitive advantages. Much greater opportunities to increase the competitiveness of the tourism business lie in the optimization of the business model. The purpose of the article is to substantiate the directions of expanding business models in the tourism business. The author uses scientific methods of comparison of archetypes of business models of tour operator activity, analysis of professional literature for the definition of tendencies in tourism, synthesis for substantiation of directions to use crowdsourcing in tourism. 

business model in tourism, travel journalism, crowdsourcing in tourism, customization of a tourist product, partnership in the organization of tourist business