This article examines the effectiveness of management mechanisms in domestic tourism. Its relevance is determined by both the macroeconomic significance of the industry and the emerging challenges caused by accelerated digital transformation and shifting consumer behavior patterns. The paper's scientific novelty lies in the presentation of a performance measurement model specifically calibrated for the tourism business and integrating relevant non-financial indicators. The study consistently reconstructs key development trajectories for domestic tourism in Russia and explores approaches to its assessment. A comparative analysis with other service sector segments, primarily healthcare, is conducted, allowing for the identification of common determinants and specific drivers of effectiveness. Particular emphasis is placed on identifying the most promising niches and destinations for tourism. The objective of this study is to develop a methodology for diagnosing and improving the managerial effectiveness of a tourism company. To achieve this goal, methods of systemic and comparative analysis, synthesis, and modeling are applied. The concluding section provides practical recommendations. The article's materials are intended for tourism company managers, regional government representatives, and the research community.