This article discusses an urgent and little-studied issue of the process of creating digital twins. At the same time, the authors focus on the technology of creating digital models of cultural heritage sites and the prospects for their application in the tourism sector. Within the framework of the article, special attention is paid to the growth of digitalization of production and other processes, as a result of which digital resources begin to replace physical ones. The article highlights the evolution of digital technologies since the mid-2010s, noting the progress in computing power and the reduction in the cost of using IT technologies. In addition, the text touches on the role of digital twins in operational processes and highlights the methodology of generative modeling for the formation of digital models of objects. This approach involves using algorithms and parameters to create digital doubles. Thus, the article reveals the importance of digitalization for organizations and companies, emphasizing technological changes that contribute to the creation of digital models of objects and the use of digital counterparts in various sectors, including tourism.