The goal of this presentation is to show both the interaction with and the impact of tourism and society in Estonia from the end of the 1980's till today and how the transformation and development of tourism is transforming its models in Estonia and how they affect this phenomenon. This research is dedicated to an analysis of the socio-cultural tourism models of contemporary Estonian tourism. The Methodological base also includes research qualitative methods: biographical interviews. The Conclusions, mainly highlight two aspects - in present research were observed socio-cultural tourism models of the end of 80's of the past century, that is the soviet era and its types and categories. Tourism then had a social character, since it mainly existed due to state subsidies and was accessible to all social levels. Estonian tourism in the soviet period had a component of positive value and it did transform into a positive social memory, even though the dominant aspects of the maintenance of patriotism and the communal way of life were always present and there was no freedom of movement outside of the former state. The second aspect is dedicated to socio-cultural practices of the current Estonian tourism industry, that is during the last 20 years. This period is characterized by the emergence of new models. As state subsidies stopped the commercialization of tourism grew and as a result Estonian tourism gained a more socially differentiated character. Tourism became a manifestation of social status.