The article defines functions of advertising in tourism and effectiveness of implementation of advertising activity tourism enterprises. Are allocated specific features which related to formation of the tourist product and the main elements necessary for the implementation high–quality of the tourist product on the world market. Investigated factors trends and the constituents that determine the role of tourism in modern society under the conditions global economy.  Research results in the article can be used by as a source of information for the formation of of advertising activity on the market of tourism services.