At the end of the 80’s of last century began the trend of reducing the demand for mass tourism and there is a new form of demand for tourism products. Modern tourism demand is directed towards the so-called “6E” (experience, excitement, escape, education, entertaiment, ecology). This includes the development of a new concept of tourism that is based on the principles of sustainable development. This paper analyzes the role of mountain tourism in the changed conditions of the tourism market and the tendency of the modern mountain tourism.