The article is concerned with analyzing the efficiency of organization of sales of tourism services: a direction which remains a «bottleneck» for the majority of the national travel companies. Activity of tourism enterprises is not limited to creation of high-quality tourism product with correct pricing. It is also necessary to bring this product to the final consumer-tourist and ensure its availability in the target market. To ensure the effective implementation of tourism services, a tourism enterprise must effectively organize sales of tourism product. The organization of sales should define the types of intermediaries and their role in the sales chain, the possibilities of wholesale and retail, the post-sale servicing requirements, the rational structure of the methods and sales channels, the price structure for the final buyer. Based on this, we can confidently talk about the exceptional relevance of management and organization of the system of sales in modern tourism.