Abstract: The article develops an expanded interpretation of resilience and adaptability of tourism enterprises operating in a digital environment under conditions of chronic uncertainty and elevated risk. Resilience is defined not as a post-crisis recovery function, but as governed continuity of value delivery: the ability of a tourism enterprise to maintain service, fulfill obligations, provide transparent communication, and prevent reputational collapse even in stress situations. Adaptability is treated as the capacity to rapidly reconfigure products, logistics, communication channels, and compensation policies in real time based on weak signals from the external environment.

The study argues that, especially for small and medium-sized tourism enterprises, digital infrastructure is no longer a support tool but a direct carrier of business stability.

Systems such as multichannel communication, incident tracking, structured client response protocols, and proactive information disclosure become mechanisms that preserve client trust. Trust, in turn, is positioned as a managed strategic resource equal in importance to financial liquidity or operational capacity.

Methodologically, the paper systematizes managerial practices of tourism enterprises and links them with elements commonly associated with smart tourism, including datadriven monitoring of the environment and personalization of service. The article proposes the concept of a «resilient–adaptive cycle,» understood as a continuous managerial routine rather than an emergency procedure. This cycle includes monitoring emerging risks, diagnosing vulnerabilities, designing and implementing scenario-based responses, and evaluating the effect of these responses through the dynamics of client trust and perceived reliability.

Finally, the work highlights the absence of an agreed measurement framework for resilient–adaptive capacity in tourism. It is proposed that the development of such measurable indicators should become the basis for future industry standards of reliability, accountability, and responsible communication in tourism markets characterized by instability