Introduction. The Murmansk region is the pearl of Arctic tourism, and its tourist and recreational potential is considered in the work. Theoretical analysis. During the theoretical analysis, it was found that a tourist multiplier operates in the economy of the Murmansk region, contributing to the development of the regional tourism industry. At the same time, the acceleration effect in the industry is observed due to the introduction of digital technologies. Empirical analysis. The analysis of the tourism industry economic indicators the Murmansk region gave mixed results. However, the dynamics of many indicators is positive, although it cannot be unequivocally stated that the tourism industry is the flagship industry of the region. At the same time, there is an active application of digitalization achievements in the region, although insufficient. Regional tourist industry facilities use virtual excursions as promotion tools. However, other digitalization mechanisms will also contribute to the popularization of the Murmansk region. In particular, they include conducting excursions through live broadcasts for people with disabilities, producing games with the landscapes of the Kola Peninsula, creating an application with a built-in navigation function along a pre-laid route, and, in the future, building personal routes by amateur tourists independently using this application. Results. Proposals for the introduction of digital technologies into the activities of accommodation facilities, the use of games with locations in the region, and the increase in excursion streams can lead to an acceleration of the cartoon effect in the Murmansk region and increase the tourist flow to the region.