future of tourism virtual reality

How virtual tourism can rebuild travel for a post-pandemic world

The Faroe Islands is just one destination using new technologies to create a virtual tourism experience Image:  Knud Erik Vinding/Pixabay

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Stay up to date:, travel and tourism.

• The COVID-19 pandemic has upended the travel and tourism industries;
• Businesses in this sector must build infrastructure and practices that allow people to travel safely in a post-pandemic world and support local communities that benefit from tourism;
• Augmented, virtual and mixed reality technologies can offer alternative ways to travel the world and an exciting new model for the industry.

The tourism industry has hit a nadir owing to the COVID-19 pandemic. It will continue to feel the effects for at least the first three quarters of 2021 – according to a recent UN report , tourist arrivals globally in January 2021 were down 87% when compared to January 2020.

Travel will prevail over post-pandemic anxiety, making it incumbent on the aviation and tourism industry to build safer infrastructure and practices that take care of travellers’ well being.

Have you read?

International tourism is set to plunge by 80% this year – but some regions could recover more quickly, how global tourism can become more sustainable, inclusive and resilient, virtual reality adds to tourism through touch, smell and real people’s experiences.

After a year thwarted by the pandemic and with the future not looking too upbeat for the industry at this juncture, tourism business owners should look at alternative modes of interaction for holidaymakers that can also aid the people and economies who depend on tourism.

The COVID-19 pandemic has noticeably hastened the testing and rollout of forward-looking technologies. Technology has not only enabled citizens globally to interact with loved ones, but also helped industries such as healthcare, information technology, education and many more to work remotely.

In the last few decades, technology has helped travel and tourism industries increase their reach through travel booking websites, videos, blogs and travel photography. Digital tools and content are a vital source of information for vacationists organizing their next holiday or creating a destination wish list. Whilst remote or virtual tourism has been a futuristic theme within industry forums for some time, the world today, shaped by the COVID-19 pandemic, might now be ready to accept it.

A human-centric design that draws insights from cognitive behaviour, social psychology, neuroscience and behavioural economics applied with cutting edge technologies such as augmented, virtual or mixed reality (AR, VR, MR) could be a game-changer. AR, VR and MR can enable a seamless, uninterrupted interactive experience for viewers from their own private space. The design principles will create a frictionless digital user experience and construct a positive perception of a tourist destination.

There have been previous attempts to achieve this feat: if you are an aqua sightseer, you might be aware of a documentary exploring the Great Barrier Reef . Through an interactive website, one can view the clear, tranquil currents of the Pacific Ocean and the biodiversity of the reef, and experience the sounds of a healthy coral reef. Another much-discussed VR experience is Mission 828 which allows you to take a virtual parachute jump from the world’s tallest building, Burj Khalifa in Dubai. The Official Tourist Board of the Faroe Islands has also crafted a virtual experience to entice post-pandemic visitors from across the world.

Imagine a human-centric designed, interactive space online that makes a destination accessible and so real for a sightseer with sound captured by electro-acoustics researchers. You could view holiday sites in a video or through self-navigation using voice or joystick controls, interact with people using video-calling platforms, travel through the streets of said location, eavesdrop on local music and much more. This could be stitched together in a single platform individually or in silos on the internet and further enhanced by setting up physical experience tourism centres locally. Such a setup would allow tourist guides, artisans, craftspeople, hoteliers and transport business to create their own digital and virtual offerings and interact with possible customers.

Here’s how it might look: a vacationer starts their experience from the time their flight commences. The plane descends to the destination runway and pictures of the vicinity from the aircraft window pane are captured. The airport signage welcomes passengers and directs them to a pre-booked taxi. The vacationer gets to choose their first destination and travels through the streets in a chauffeur-driven car whose interactions en route become part of their cherished memories. On arrival, a tourist guide walks you through the destination all controlled with just a tap on your gadget. During the sightseeing, you hear random people speaking, posing for photographs and more. You take a photo to post on social media, go shopping and negotiate with a local vendor to purchase an artwork and get it delivered to your door. You learn how a local dish is prepared and get familiar with local customs.

A virtual platform could even provide an opportunity for people to explore areas that are affected by or fighting terrorism. For example, imagine seeing the diverse wildlife and snow leopard of the Gurez Valley, in the union territory of Jammu and Kashmir, India. It doesn’t stop there: if thought through, one could experience travelling to the South Pole, space and beyond. It could also serve as a learning portal for students to understand geographies, culture, art and history.

With technology improving lives globally, virtual tourism could reignite the tourism industry and its people and help build a more sustainable economic model. As a human-centric platform, it can establish local tourist guides, artisans and others as global citizens in the tourism industry.

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The Rise of Virtual Reality Tourism/Digitization of Culture in the Time of COVID-19

Flights canceled, famous attractions closed to the public, once crowded streets now vacant— emptied of tourists snapping photos. In the age of the COVID-19 pandemic, traditional tourism has ground to a screeching halt in most places. Tourism has had to evolve to match the unprecedented and prolonged global travel restrictions, a situation that has made a profound impact on nations and industries around the globe. It has been indicated that the global tourism sector should expect to suffer a drop of about US$8.1 trillion in revenue due to the pandemic and will likely not recover until 2024. With many of their most popular landmarks, cities, and heritage sites closing or implementing restrictions, countries have had to radically rethink their tourism industries and cultural institutions have had to adapt to a time of reduced visitors and in-person engagement. The intersection of innovation with the need to digitize experiences and content in order to reduce human interaction have converged uniquely in 2020, marking a critical moment in the rise of virtual reality tourism and the digitization of culture.

Virtual reality tourism technologies have been evolving for the past few years, used primarily as an educational tool, allowing users to engage with the history, geography, and cultural aspects of location and serving as a substitute for physical visitation. It incorporates cutting edge technologies, such as high resolution 360- degree imaging and simulated movement capabilities to enable users to view, tour, and engage with landmarks and tourist destinations without leaving their homes. Museums, cultural sites, and locations of worldwide-renown can be explored on personal computers and tablets. One such site, the Seokguram Grotto hermitage and monastery complex in South Korea, utilized VR technology to construct a 3D stereopsis of the site and provide a digitized experience for visitors. The COVID-19 pandemic has created an additional opportunity for virtual tourism to provide travel-related content accessible around the world and explore the additional benefits of VR technology.

Many governments have been crafting virtual tours in hopes of attracting viewers who wish to visit cities around the world without the current risks of travel: exposure to the virus, or the logistical complications of widespread, pandemic-related bans and restrictions. Cities such as Paris, which attracted 38 million tourists in 2019 alone, have adopted virtual technology to continue to showcase iconic landmarks, by using the interactive features of Google Arts and Culture: users can select sites of interest and navigate the landscapes by clicking their way from one vantage point to another. The Paris Tourist Board website, for example, also allows users to view landmarks such as the Eiffel Tower and the Palais Garnier. Because of the 2020 Olympics’ postponement, the Japan National Tourism Organization created a 360-degree virtual tour that can be viewed via smartphone or with VR goggles, Japan: Where Tradition Meets the Future , which virtually transports users to well-known landmarks including the Tokyo Tower and the Sagano Bamboo Forest, blending culture and technology in an innovative and engaging way. Smaller towns that are less tourist-dependent are also hoping to retain exposure and relevance by creating virtual representations of their architecture. This way people can continue to experience the landscapes and perhaps become inspired to travel to the destination post-pandemic. Germany’s Herrenberg is one such town; they created a “virtual twin” utilizing computerized technologies usually used for high-level aerospace tasks to replicate the town’s architecture on a digital platform, enabling visitors to immerse themselves in the sites of the town center via VR glasses.

Digitization of Culture

Outdoor landmarks and city streets are not the only places that can now be enjoyed virtually as people hunker down in their homes. Cultural institutions, particularly museums, which face  a severe reduction in the number of visitors strolling through galleries and perusing collections due to pandemic-related restrictions, have also started to adapt and modernize to continue to attract attention and virtual visitors. An empirical study of 100 of the largest state museums in Italy revealed that, throughout the most restrictive period of national lockdown, there was a sharp increase in online cultural initiatives conducted by museums via social media in order to continue stimulating viewer engagement through digital material. In this way, social media platforms—such as Instagram, Facebook, and Twitter—have been an invaluable tool in promoting cultural engagement during the COVID-19 crisis.

Besides simply engaging people in museum content, social media and digital platforms have also connected people during this time of limited social interaction. The Italian Ministry of Cultural Heritage, for example, organized unique, virtual community events including the ArtYouReady virtual flash mob, an initiative that encouraged online users to post pictures of their favorite Italian cultural sites. Such virtual opportunities and initiatives have continued throughout the pandemic, likely remaining a staple for cultural organizations’ public engagement strategies.

The evolution of digital engagement at museums in Europe was highlighted in a post written by Chiarra Zuanni, assistant professor in digital humanities at the Centre for Information Modelling at the University of Graz, for Europeana, a European organization that works to support and empower the digitization of cultural heritage. Zuanni compiled a map to visually depict the evolving digital activities of museums throughout Europe. The map identified various categories of digital offerings, such as contemporary collecting projects, social media initiatives (local hashtags, targeted projects, etc.), streaming content, virtual tours, online exhibitions, games, and educational content. The map enables users to select locations or activities of interest and access direct links to the respective museum’s interactive sites. The map shows a widespread rise in online activity from museums across the continent, providing a look into just a small fraction of museums that are adopting modernized and digitized tactics to maintain and foster relationships with a global audience in a time when in-person interactions and the usual flow of tourists have been severely curbed.

COVID-19 has caused museums’, galleries’, and historic residences’ usage of digital technology to transition from being a mere supplementary tool used to offer additional and secondary services and content to being the primary source of continued engagement with the arts. The pandemic has created the unique opportunity for museums to radically redefine their marketing and content strategies, forcing traditionally archaic institutions to adapt to the modern world at a rapid speed.

New Opportunities to Explore

Is this the future? Are the days strolling through cobblestone streets, snapping photos at iconic landmarks and wandering through bustling art galleries simply experiences of the past? Not necessarily. When the pandemic subsides and the world reawakens from lockdowns, restrictions, and travel bans, travel will likely resume. While it may take years for the industry to fully recover, tourism will eventually reemerge as a prominent economic sector. Cultural institutions will reopen, welcoming visitors from around the world to engage with history and art once more.

Yet, although the COVID-19 pandemic devastated numerous economic sectors and rendered several aspects of daily life and travel unrecognizable, it has also unlocked the enhanced opportunity for countries and organizations to harness the full potential of virtual reality tourism. Museum attendance across several countries, particularly attendance at art museums,  has been in decline in recent years. Virtual offerings however, seem to be driving significant user interest due to the increase in virtual engagement with cultural and artistic content on cultural websites. The increased adoption of technology could help prevent museums from buckling under the weight of low visitor rates if they can identify ways to accrue revenue through digital means.

In the same vein, the COVID-19 epidemic and subsequent lockdown have prompted countries to rethink their tourism strategies, opening the door for an already burgeoning virtual tourism industry to take root. Easily accessible for users around the world, providing access to landmarks and locations that are currently restricted, and free or low in cost for users, virtual tours allow for global experiences to be enjoyed by large, international audiences. While not a replacement for the thrill of physical travel, the virtual tourism sector offers intriguing opportunities for accessible global experiences.

The intersection of modern, cutting-edge innovation with a global pandemic has created a pivotal moment in how we access, view, and support tourism and cultural markets, both of which are critical to developing and sustaining national economies. The use of digital technologies in light of the COVID-19 epidemic highlights the benefits of rising technological innovations, offering viable and fascinating avenues for nations to adapt to a largely unprecedented world in the years ahead.

Abby LaBreck

Abby LaBreck is an Executive Content Editor & Staff Writer for the HIR. She is interested in European affairs and transatlantic relations. She has previously written about French culture/politics.

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Tourism in the metaverse: Can travel go virtual?

Imagine a future where your travel choices have no geographic constraints. Where you can join your friends in the front row of a concert by your favorite star—but the crowd is 300 million strong, your friends are on the other side of the world, and it’s all happening at the Great Pyramid of Giza. Later you’ll do some shopping at the virtual souk and take a digital Nile cruise, before teleporting back home in an instant.

Impossible? Or a tempting package trip that might soon be available from the comfort of your home? With the internet’s rapid evolution, many see this vision of transformed travel on the horizon—in the metaverse. Others caution that this future might take a little longer to arrive, and that travelers resist “metaversification” of key parts of the tourism journey.

The metaverse is seen as the next evolution of the internet—a collective space where physical and digital worlds converge to deliver more immersive, interactive virtual- or augmented-reality (VR/AR) user experiences, often referred to together as extended reality (XR). The underlying technology for this exists and is proving relatively cheap and fast to implement. Driven largely by inspirational advertising and virtual events, the potential rewards for the travel industry are already substantial: more than $20 billion by 2030, by McKinsey estimates.

This has potential to revolutionize the way we explore new worlds: already, you can attend concerts, shop, test products, visit attractions, and take workshops, all without physically traveling anywhere. Currently, the user demographic trends very young, but it’s crucial for the tourism sector to appeal to this segment. 1 Hristina Nikolovska, “Metaverse Statistics to Prepare You for the Future,” February 16, 2023. After all, these are the travelers of the future—and players not keeping pace with their interests will lose out.

But does XR live up to all the hype—with appeal beyond a gamer demographic? A virtual trip can never replace the thrill of certain tangible, real-word experiences, and some traveler touchpoints have proved more ripe for disruption than others.

Despite these hesitations, the XR ecosystem is maturing at pace. Immersive VR/AR devices may well follow the steep adoption curves of laptops and smartphones. Widespread use could lead to a radical extension of the global economy from physical into virtual life, not least in tourism.

So how does a tourism player go about monetizing this virtual paradigm, which is still taking shape and many struggle to define? It’s time for the sector to take a serious look at these complex opportunities—and figure out what best drives traction in the new XR universe.

Touring the metaverse: early trends

The metaverse could enrich the tourism experience in countless unprecedented, innovative ways—but which use cases have the most potential, and which are still deemed risky? Early adopters have already started experimenting, and several trends have emerged. Virtual elements can be layered onto an established business:

• In the wake of the fire that damaged the famous cathedral in 2019, French start-up Histovery produced an augmented exhibition on the history of Notre-Dame de Paris—motivated in part by an increased awareness of the fragility of physical landmarks. To navigate the exhibition, each visitor uses a “HistoPad” touch screen to take an immersive tour that allows interaction with physical elements: giant photographs, 3-D models of statues, replica flooring and stained glass, and audio of Notre-Dame’s organs and bells. Effects include animation and a virtual scavenger hunt for younger visitors. 2 “Notre-Dame de Paris: The Augmented Exhibition,” National Building Museum, April 2022.
• In December 2021, faced with record staff turnover, MGM Resorts International decided to apply a virtual solution. In partnership with immersive platform provider Strivr, MGM developed VR headsets that give aspirant front-of-house staff a realistic sense of what working at MGM casinos and hotels entails. The training package was rolled out at the company’s properties in 2022. It’s designed to speed up onboarding and upskilling, increase employee confidence, and familiarize potential hires with MGM procedures and culture. 3 Grace Dean, “MGM Resorts is letting job seekers try out roles using virtual reality as it looks to reduce employee churn,” Business Insider, December 12, 2021; Phil Albinus, “Rising Star goes all in on VR talent marketplace for MGM Resorts,” Human Resource Executive, June 14, 2022; “4 Examples of Strivr Virtual Reality Training,” Strivr.com.

Other virtual platforms allow visitors to explore major global landmarks, incorporating rich edutainment and retail opportunities. Several such initiatives have been launched:

• Responding to pandemic travel restrictions, ZEPETO World is a smartphone app that allows users to create personal avatars and travel around Korea. For example, the tour includes a highly detailed interactive map of Han River Park; this feature gets almost 257,000 visitors a day. Users are also able to communicate with each other, shop, and watch performances. ZEPETO World has approximately 190 million members. 4 Majid Mushtaq, “Korea Virtual Travel with ZEPETO World,” KoreabyMe, September 6, 2021.
• The BCB Group—a leading crypto banking group—has created a metaverse city that includes representations of some of the most visited destinations in the world, such as the Great Wall of China and the Statue of Liberty. According to BCB, the total cost of flights, transfers, and entry for all these landmarks would come to $7,600—while a virtual trip would cost just over $2. 5 “What impact can the Metaverse have on the travel industry?” Middle East Economy , July 29, 2022.
• Saudi Arabia’s Royal Commission for AlUla (RCU) recently announced that the ancient city of Hegra had entered the metaverse, in line with a national program to drive technological transformation and innovation. It is the first UNESCO World Heritage Site to be placed in the metaverse, allowing digital tourists to explore the surroundings as well as Hegra’s Tomb of Lihyan son of Kuza. 6 Divsha Bhat, “Saudi’s Royal Commission for AlUla enters the metaverse,” Gulf Business , November 15, 2022; “Vision 2030,” The Embassy of the Kingdom of Saudi Arabia; “Saudi Arabia’s AlUla enters the metaverse,” Arabian Business , November 14, 2022; One Carlo Diaz, “Hegra’s Tomb of Lihyan in AlUla is recreated in the metaverse,” NTravel, November 7, 2022.

Instead of attempting to replicate real-world experiences, entirely novel environments can also be created, convening people in a single immersive space—as in multiplayer online games. (Indeed, many people currently associate the metaverse largely with games.) The travel industry can harness this utility too.

This is particularly relevant to the meeting, incentives, conferences, and exhibitions (MICE) sector, with virtual gatherings, exhibitions, and trade fairs looking to become mainstream. These allow people to gather and take part in activities in the same immersive space, while connecting from anywhere. This dramatically reduces travel, venue, catering, and other costs, while avoiding setbacks like adverse weather conditions or disease scares. For example, one Japanese start-up recently held a virtual market that attracted a wide response, with around 60 well-known companies participating. 7 “Metaverse x MICE; 3D virtual world that will transform MICE industry in the future,” Thailand Convention and Exhibition Bureau.

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What areas of tourism show promise.

As innovative formats become more mainstream, new economic models are emerging. The travel experience of the future will not be exclusively online or offline. Instead, we’ll most likely see a proliferation of hybrid offerings, with virtual events, edutainment, and inspiration combined with physical destinations.

One way to grapple with this complexity is to adopt a traveler-first mindset. By putting themselves in the shoes (or bedroom slippers) of their target tourist, travel companies can identify opportunities to embed relevant virtual elements.

Individual touchpoints, not end-to-end offerings

Virtual experiences that show promise are focused on a few specific, discrete steps in the end-to-end traveler journey (exhibit). Which touchpoints can be most effectively disrupted? Which hold the greatest possibilities for integration? Which steps can be elevated by an immersive element, allowing for exhilarating, fantastical or deluxe experiences not available in the physical world? Three touchpoints show great potential: travel inspiration, virtual events and visitor support.

Inspiration and planning: The metaverse creates a $13 billion opportunity for tourism inspiration, mostly driven by digital travel advertising. Virtual spaces—which can be used to showcase hotel amenities, airline classes, or an entire landmark—spark the desire to travel, give a holistic idea of a destination, help in traveler decision-making, showcase broader offerings, and raise awareness of unfamiliar locations. The case studies of AlUla and ZEPETO demonstrate how this can work. Qatar Airways offers another example: a recently launched VR experience called QVerse allows travelers to view cabin interiors, the business-class QSuite, and the VIP check-in area at Hamad International Airport. 8 Rose Dykins, “Qatar Airways creates virtual reality ‘QVerse’ experience,” Globetrender, June 13, 2022.

Leisure and entertainment: Live streaming soared during the pandemic, followed by a wave of interest in virtual concerts—with significant increases in consumer demand, spend, and audience numbers. 9 John Koetsier, “Virtual Events Up 1000% Since COVID-19, With 52,000 On Just One Platform,” May 27, 2020. In 2020, the metaverse accounted for 0.1 percent of live-music revenues—a figure which rose more than tenfold by 2021. By 2030, we estimate that virtual events could account for up to 20 percent of revenues, driven in part by their capacity to accommodate huge audience numbers at reduced cost.

Ariana Grande leads the way into the music future

In August 2021, Epic Games launched its latest Fortnite event, the Rift Tour, starring Grammy-winning artist Ariana Grande. 1 Isamu Nishijima, “Ariana Grande x Fortnite Rift Tour: The Apogee of Pop Culture or Just the Beginning?”, Headline Asia Publication , Aug 30, 2021. It was a match made in heaven: Fortnite, a wildly popular battle-royale game with then around 350 million registered users, and Ariana Grande, a universally adored pop artist. 2 Emi La Capra, “The Metaverse Concerts: Where Online Games and Music Performances Meet,” Alexandria , 2022. One of the first of such Fortnite collaborations, this was particularly significant: the first time Ariana Grande had performed in nearly two years, and the first concert to allow attendees to participate in minigames.

The concert was an acclaimed success. The Rift Tour was viewed by as many as 78 million players (compared to average conventional concert attendance of under 15,000); the number of streams of Grande’s songs rose by up to 123 percent during the concert, and other featured artists also saw a streaming boost. 3 Maggie Klaers, “PCP: Concert attendance,” SLP Echo, April 29, 2022. While a traditional concert by a top North American performer might rake in less than $1 million, it’s estimated that Grande made more than $20 million from her headline performance—which may be remembered as a critical inflection point for the live-entertainment industry. 4 Bob Allen, “Concert Industry Roars Back! Pollstar 2022 Mid-Year Report,” Pollstar, June 24, 2022.

With top artists generating around $20 million per metaverse concert, this industry has an anticipated income potential of upwards of $800 million by 2025, according to McKinsey estimates (see sidebar, “Ariana Grande leads the way into the music future”). Taken together with XR MICE, this sector is a rich opportunity: an expected $7 billion by 2030.

Visitor support: Some destinations have been exploring the idea of virtual concierges to support travelers at every stage of the journey with real-time itineraries, information, troubleshooting, visa issues, and more. Qatar Airways, for example, provides a MetaHuman cabin crew for an interactive customer experience. Immersive use cases already account for over 1 percent of chatbot investment, and this is expected to increase. Still, it may be several years before this touchpoint gains real traction.

Then there are touchpoints where the disruption potential of the metaverse is still debatable, or where opportunities may take longer to mature:

• Shopping: Multiple stores could be built in virtual destinations, adding a revenue stream with the sale of accessories, souvenirs and other items. These might be digital, or goods to be shipped in the real world. Iconic real-life stores might also operate as digital recreations.
• Booking: Customers are already comfortable with online booking, so a shift to XR interactions with virtual travel agents could be seamless. However, this is a relatively small business opportunity, with uncertain added value: the new technology is not expected to change or boost the functionality of current booking processes in any fundamental way.

There is currently limited interest in adding virtual elements to aspects of travel that are necessarily physical, such as mobility, accommodation, the logistics of arrival and departure, and food and drink (F&B).

Mobility is currently expected to have very limited XR use cases: tourists may access a metaverse experience while in a taxi, but are unlikely to replace physical with virtual mobility. The “stay” category is similarly sized. While people may wish to explore virtual stays in hotels or on cruise ships, these will not yet replace actual stays. Hotel developer CitizenM, for example, has announced plans to build a hotel in gaming world The Sandbox, allowing virtual visitors to explore the digital property and raise awareness of its brand. 10 Cajsa Carlson, “CitizenM to become ‘first hospitality company to build in the metaverse’,” dezeen, April 7, 2022.

Similarly, arrival-and-departure use cases are largely limited to customers seeking XR versions of modes of transport, such as business-class flights or special railway routes, without intending to visit. (Such experiences may serve as “portals” to expanded immersive worlds, however.) The F&B industry will likely be among the last to enter the metaverse.

Post trip, the real potential lies in the capacity to inspire further travel. However, actual follow up, currently often achieved via surveys, is unlikely to be deeply impacted.

Travel Disruptors: Sonder’s Francis Davidson on the future of hospitality

“no-regret” metaverse moves.

Taking the above factors into account, there are certain no-regret functions that tourism-industry players can pursue to be at the forefront of disruption. These promising use cases have already gained traction, with fast-moving industry players stepping in early to bet on their viability.

They fall into two categories: virtual event centers, and recreations of memorable landmarks that inspire visits. As we’ve seen, event centers are already showing substantial revenue potential for organizers and destinations through business gatherings and entertainment, with ticket sales, attendance fees, and ancillary retail opportunities.

At XR landmarks, visitors can explore, socialize, shop, and learn—all while gaining awareness of lesser-known destinations. Young people and tourists may flock to these social spaces for immersive fun. There may be edutainment opportunities, including specialized archaeology, geology or architecture classes. These spaces can be built on established or upcoming platforms (such as Metapolis) and operate in collaboration with third-party vendors to increase retail opportunities.

Themed gaming, too, can drive engagement with a location, and caters to a core XR demographic. This includes game developers: Unreal Editor for Fortnite (UEFN) is a newly released PC application for designing and publishing games and experiences directly into the online video game Fortnite. 11 The Fortnite Team, “Unreal Editor for Fortnite and Creator Economy 2.0 are here. New worlds await,” Fortnite, March 22, 2023.

There appears to be public appetite for recreations of individual landmarks rather than entire destinations: a metaverse Eiffel Tower rather than a complete metaverse Paris. An example is Dubai’s Burj Khalifa virtual experience, launched by event-management platform Eventcombo, which offers users a focused tour of the world’s tallest building. 12 “Dubai: Take an immersive tour of Burj Khalifa in metaverse,” Khaleej Times, October 8, 2022. For now, there seem to be fewer opportunities to create whole customer journeys (although this may work well for certain cases like theme parks). When it comes to end-to-end tourism experiences, travelers still seem prefer the “real thing.”

Preparing for the future of travel

How can travel companies leverage the metaverse to create more compelling experiences for their customers? Certain challenges must be overcome: these include enabling interoperability between decentralized worlds, protecting data security, and making immersive devices more readily available.

However, it’s prudent for travel players to think proactively about engaging with the metaverse—and perhaps seize a first-mover’s advantage. Early control will help to sidestep thorny issues like third parties claiming virtual rights to a location.

Once travel players have plotted out potential traveler journeys (whether hybrid or fully digital), they can find the right collaborators to bring these experiences to life—such as virtual-universe and retail platforms, communications channels, and designers. As many tech players are still only starting to come to grips with immersive experiences, companies may be able to secure favorable partnership agreements and experiment with different executions.

Four steps for travel players contemplating the metaverse

Step 1: Create a strategy based on individual traveler touchpoints to be disrupted. Develop offers targeted at travelers of the future, considering demographic groups, travel purpose and likely journeys. Imagining specific future touchpoint needs and desires and how these can be satisfied or enhanced in a virtual world will ensure a targeted strategy.

Step 2: Identify the platform you want to play on. There are several options here, depending on factors like the strength of your brand and how much independence you require. With a very strong brand, you might be in a position to create your own platform. If your brand is less widely recognized—as with most tourism destinations—or the advantages of a dedicated platform are not clear, then it might be unwise to go it alone. It may be possible to integrate your experience with another organization’s platform, with the added benefit that their established users can stumble across your product. Or partner with an existing platform, as Saudi Arabia’s RCU have done with browser-based platform Decentraland and Korean tourism with the ZEPETO app.

Step 3: Choose the right talent. Developing any offer will likely require new skills—not just to make your immersive world look good, but to ensure that it’s smooth and exhilarating to use. Excellent “game mechanics” motivate users to come back repeatedly for new experiences. In turn, this requires constant maintenance, operation and innovation, as with any great tourist attraction. Talent for these tasks can be either recruited or outsourced. Hiring a new, dedicated workforce might make sense for a large service that requires intensive modification and security monitoring. For simpler or once-off offerings developed to test the waters, outsourcing will ensure a smoother, faster process.

Step 4: Understand the agreement you have with your partner. Be sure to clarify safeguards related to IP and other potential challenges. Also ensure that virtual experiences cohere with your existing brand identity, as well as the values and cultural context of heritage assets.

The metaverse promises to shake up many sectors of the global economy. Virtual experiences have huge potential for the tourism and travel industries, with the prospect of hybrid and fully immersive digital destinations. But our research indicates that opportunities may, for now, be limited to a few key touchpoints—most prominently, travel inspiration, events, and edutainment. It may take longer for the metaverse to reveal its utility for end-to-end travel experiences, if it ever does.

Nonetheless, there are undeniably travel touchpoints where metaverse integration feels inevitable, profitable and “no regret.” Players in the sector would do well to start planning their metaverse strategy now, focusing on specific touchpoints and destinations, while this rapidly developing arena matures.

Margaux Constantin is a partner in McKinsey’s Dubai office, where Kashiff Munawar is an expert associate partner; Giuseppe Genovese is a consultant in the Dallas office; and Rebecca Stone is a consultant in New York City.

The authors wish to thank Samvit Kanoria, Hamza Khan, and Kevin Neher for their contributions to this article.

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Virtual Reality in Tourism: A Transformative Travel Experience

Welcome to the future of travel, where innovation meets exploration, and the boundaries of the world are redefined. As travel enthusiasts and visionary tourism entrepreneurs, you're about to embark on a journey into the fascinating realm of "Virtual Reality in Tourism."

In this comprehensive guide, we'll explore how Virtual Reality (VR) is revolutionizing the travel industry, offering unprecedented experiences to travelers and exciting opportunities to businesses.

The Emergence of Virtual Reality in Tourism:

In an era marked by rapid technological advancement, Virtual Reality has emerged as a game-changer in the tourism industry. It's not merely a buzzword but a transformative force that allows us to explore, experience, and envision travel in ways previously thought impossible.

Before we dive deeper, let's establish what Virtual Reality is. VR is a technology that immerses users in a simulated, computer-generated environment. This immersive nature of VR makes it a powerful tool for tourism, offering travelers a window to destinations and experiences from the comfort of their homes.

Explore Virtual Tourism Platforms:

Virtual Reality vs. Augmented Reality: To kick off our exploration, it's crucial to differentiate between Virtual Reality and Augmented Reality in the context of tourism. While AR enhances the real world with digital information, VR creates entirely virtual environments. In the tourism sphere, VR stands out as the ultimate vehicle for immersive experiences .

Which are the Popular VR Tourism Platforms?

1. Google Earth VR: “ Google Earth VR” is your passport to a virtual globetrotting adventure. With this platform, you can explore famous landmarks, remote destinations, and the wonders of our planet without leaving your home. Wander through the bustling streets of Tokyo, stand in awe of the Grand Canyon's majesty, or take a virtual stroll along the Seine in Paris.

2. Oculus Travel: Powered by Oculus, “Oculus Travel” opens doors to captivating virtual journeys. It provides users with access to a wealth of 360-degree videos and interactive experiences, making it feel like you're right in the heart of your chosen destination. From serene natural landscapes to bustling urban centers, Oculus Travel has it all.

3. VR Travel Agencies: Companies like “YouVisit” have revolutionized the way we plan our vacations. These specialized VR travel agencies offer comprehensive VR travel experiences, enabling you to explore potential destinations, accommodations, and attractions before you make your travel plans. It's like test-driving on your vacation.

4. Museums and Historical Sites in VR: Even museums and historical sites have joined the VR revolution. Now, you can take virtual tours of renowned cultural institutions and iconic historical landmarks. This not only brings history and culture to life but also fosters a sense of connection with the past.

What are the Benefits of Virtual Reality in Tourism?

Now that we've glimpsed into the world of VR tourism platforms, let's delve deeper into the myriad benefits that Virtual Reality brings to the tourism industry.

1. Enhanced Pre-Trip Planning

Virtual Reality equips travelers with a powerful tool for pre-trip planning. Imagine planning your dream vacation with the ability to virtually visit destinations, walk through hotels, and get a feel for the local ambiance.

VR empowers travelers to make informed decisions and create personalized itineraries that match their preferences and expectations.

2. Immersive Destination Exploration

The allure of Virtual Reality lies in its ability to transcend geographical boundaries. It allows you to visit places that might otherwise be inaccessible or far off.

Imagine standing amidst the ruins of Machu Picchu, wandering through the bustling markets of Marrakech, or simply gazing at the ethereal Northern Lights—all in stunning virtual detail. VR grants access to destinations and experiences that might otherwise remain distant dreams.

3. Environmental Sustainability

In an era of increasing environmental awareness, VR in tourism emerges as a sustainable alternative. By reducing the need for physical travel, it contributes to a more eco-conscious approach to exploration.

The carbon footprint associated with long-haul flights and extensive road trips can be significantly reduced when travelers turn to VR for their wanderlust fix.

4. Cost-effective Travel Experiences

Virtual travel isn't just about sustainability; it's also about affordability. For budget-conscious travelers, VR opens doors to cost-effective travel experiences. You can explore exotic destinations, stay at luxury accommodations, and embark on thrilling adventures—all within your budget.

This affordability extends to businesses as well, making it more accessible for them to provide immersive travel experiences to a wider audience.

5. Overcoming Physical Limitations

Virtual Reality is a game-changer for travelers with physical disabilities or health concerns. It eliminates many of the barriers that can make traditional travel challenging or impossible.

Through VR, individuals who may have been previously constrained by their physical circumstances can now explore the world with newfound freedom.

What can be the limitations of Virtual Reality in Tourism?

While Virtual Reality holds immense promise, it's essential to acknowledge its limitations and consider them in the broader context of travel.

1. Lack of Physical Sensory Experiences

VR, despite its immersive qualities, can't replicate the full sensory experience of travel. You won't taste the local cuisine, feel the warmth of the sun on your skin, or smell the sea breeze. VR is a supplement, not a replacement, for real-world travel. Travelers should view it as a tool to complement their experiences rather than a substitute for them.

2. Technological and Cost Barriers

To fully embrace VR in tourism, both travelers and businesses need access to the necessary technology. This includes compatible VR headsets and a reliable internet connection. While VR technology has become more accessible in recent years, there are still barriers to overcome, including initial costs and technological literacy.

3. Limited Availability of VR Content for All Destinations

While major tourist destinations have embraced VR, less-visited places may have limited virtual content available. This inequality in content can create disparities in how different destinations are promoted and experienced through VR.

4. Potential for Over-Reliance on VR

There's a valid concern that excessive virtual travel might lead to a decline in real-world travel. This could have potential economic and cultural implications, as local economies rely on tourism, and cultural exchange often occurs through physical travel experiences.

How to Experience Virtual Tourism?

Now that we've covered the benefits and limitations, let's delve into the practical aspect of experiencing Virtual Tourism.

1. Hardware and Software Requirements

To embark on your virtual travel adventures, you'll need the right hardware and software.

Hardware: Choosing the right VR headset is essential. Options range from entry-level devices like the Oculus Quest 2 to high-end, premium headsets like the HTC Vive Pro. Your choice will depend on your budget and desired level of immersion.

Software: Accessing VR tourism platforms is the next step. Whether you're using Google Earth VR, Oculus Travel, or specialized VR travel agencies, you'll need the respective software or app to access virtual experiences.

2. Choosing the Right VR Headset

Selecting the right VR headset is a critical decision for immersive virtual travel. Consider factors such as the level of immersion you desire, your budget, and the compatibility of the headset with your existing hardware. Research thoroughly and read user reviews to make an informed choice.

3. Accessing VR Tourism Platforms

Once you have your VR headset, you can explore the world of virtual travel. Navigate to your chosen VR tourism platform, create an account if necessary, and start browsing available experiences. These platforms offer a wide range of destinations and activities to explore, ensuring there's something for every traveler's taste.

4. Choosing the Right Virtual Reality Developers

If your business is seeking to enhance its tourism offerings, selecting the right Virtual Reality developer can be a pivotal step in achieving your goals. The expertise of skilled VR developers can assist you in creating immersive and captivating virtual experiences that engage your audience and enrich your tourism services.

How to Elevate Your Tourism Business with VR?

Wondering how your tourism business can embrace Virtual Reality? Consider partnering with VR development experts like Taanga Studios . Our expertise can help create immersive virtual experiences, allowing travelers to explore destinations and accommodations in a meaningful way.

This enhances pre-trip planning and captures travelers' imagination, leading to more informed and excited customers. It's about staying ahead in an evolving industry and offering the future of travel experiences. Whether you're an entrepreneur or traveler, Virtual Reality in tourism promises a world beyond boundaries, ready to be explored.

Tips for an Immersive VR Travel Experience:

To make the most of your virtual travel adventures, consider these practical tips:

1. Creating a Comfortable VR Environment:

Find a quiet and well-lit space for your virtual travels.

Ensure your VR headset is clean and properly adjusted for comfort.

Use headphones for an immersive audio experience.

Stay hydrated, as VR experiences can be physically engaging.

2. Navigating Virtual Destinations:

Familiarize yourself with the VR controls for navigation.

Take your time exploring each destination and don't rush through experiences.

Interact with objects and elements in the virtual world to enhance immersion.

3. Engaging with Local Culture and History:

Look for guided virtual tours that provide context and historical information.

Interact with virtual guides or avatars to learn more about the destination.

Immerse yourself in the local culture by attending virtual events or trying traditional activities.

These practical tips will help you create a seamless and enjoyable VR travel experience, whether you're a seasoned traveler or a first-time explorer of virtual worlds.

Case Studies: Real-Life Success Stories

To truly understand the impact of Virtual Reality in tourism, let's explore real-life success stories of individuals and businesses that have harnessed the power of VR to enhance travel experiences.

Case Study 1: Iceland's "4D Virtual Reality Experience"

The Experience: In 2016, Iceland faced a unique challenge. While its stunning landscapes attracted tourists in record numbers, the country sought to extend its tourist season beyond the summer months. To achieve this, Icelandic tourism authorities partnered with Advania, a technology company specializing in Virtual Reality.

Implementation: Advania developed the "4D Virtual Reality Experience," allowing visitors to explore Iceland virtually during the offseason. They set up VR stations at airports, travel agencies, and key locations worldwide. Tourists could don VR headsets and embark on immersive virtual tours of Iceland's iconic destinations, including the Blue Lagoon, Geysir, and the Northern Lights.

The "4D Virtual Reality Experience" significantly extended Iceland's tourist season, attracting visitors even during the colder months.

The initiative garnered widespread media coverage and positive reviews, increasing Iceland's visibility as a year-round travel destination.

Tourists who experienced the VR tour expressed a strong desire to visit Iceland in person, leading to a noticeable boost in tourism revenue.

Case Study 2: The Ritz-Carlton's "VR Postcards"

The Experience: The Ritz-Carlton, a renowned luxury hotel brand, aimed to provide its guests with a unique and immersive travel experience. They introduced "VR Postcards," a virtual reality initiative that allowed guests to explore Ritz-Carlton properties and their surrounding destinations before making reservations.

Implementation: The Ritz-Carlton provided VR headsets in select rooms or public spaces of their hotels. Guests could put on headsets and embark on 360-degree VR tours of various Ritz-Carlton properties worldwide, including luxurious suites, spas, and dining areas.

The VR experience also included virtual tours of nearby attractions and activities, enticing guests to explore the surrounding area.

VR Postcards enhanced the pre-trip planning experience for guests, helping them make informed decisions about their stay.

The initiative led to increased bookings and guest satisfaction, with many visitors stating that the VR tours exceeded their expectations.

The Ritz-Carlton saw a notable boost in revenue as more guests were inspired to explore different properties within the brand.

These case studies illustrate how Virtual Reality can be effectively integrated into the tourism industry to attract, engage, and convert travelers. By providing immersive virtual experiences, businesses and destinations can captivate their audience and enhance the overall tourism experience.

What are the Future Trends in VR Tourism?

As we journey further into the realm of Virtual Reality in tourism, let's explore the future trends and developments that promise to shape the industry.

Predictions for Continued Growth:

The future of VR in tourism appears promising, with several key trends on the horizon:

Expanding Content Library: Expect a continual expansion of VR content, with more destinations, attractions, and experiences becoming available in virtual form.

Enhanced Interactivity: VR experiences will become increasingly interactive, allowing users to participate in activities and engage with the virtual environment more deeply.

Personalized Experiences: Customized VR travel experiences will become the norm, catering to individual preferences and interests.

Integration with Augmented Reality: The integration of AR and VR will create seamless mixed-reality experiences, enhancing the richness of virtual travel.

Emerging Technologies and Innovations:

The future of Virtual Reality in tourism is closely tied to technological advancements. Keep an eye on these emerging technologies:

5G Connectivity: The rollout of 5G networks will improve VR streaming quality and reduce latency, making VR experiences smoother and more accessible.

AI and Machine Learning: AI-powered virtual guides and chatbots will enhance the interactivity of VR travel experiences, providing real-time information and assistance.

Haptic Feedback Devices: Haptic technology will add a new layer of immersion, allowing users to feel sensations and textures in the virtual world.

Improved VR Headsets: Ongoing developments in VR headset technology will lead to more comfortable, lightweight, and affordable devices.

Potential Challenges and Solutions:

While the future of VR in tourism is bright, there are challenges to address:

Accessibility and Inclusivity: Ensuring that VR experiences are accessible to all, like individuals with disabilities, will be a priority.

Content Quality Control: Maintaining high-quality, accurate, and culturally sensitive content is essential to avoid misrepresentations of destinations and cultures.

Privacy and Data Security: Protecting user data and privacy in VR experiences will be critical, especially as VR becomes more personalized.

Virtual Reality in tourism isn't a mere trend but a transformative force that's reshaping how we explore the world. As travel enthusiasts and forward-thinking tourism entrepreneurs, embracing VR can unlock new opportunities and enrich the travel experiences we offer to others.

Virtual Reality, with its power to enhance pre-trip planning, provide immersive destination exploration, promote sustainability, offer cost-effective travel experiences, and overcome physical limitations, has the potential to revolutionize the way we travel. It's not about replacing real-world travel; it's about enhancing it, extending it, and making it more accessible.

As you embark on your virtual adventures, remember that the journey is just beginning. Explore the predictions, emerging technologies, and innovations in VR tourism with a sense of excitement and curiosity. While challenges may arise, they are opportunities in disguise, waiting for innovative solutions.

So, are you ready to step into the captivating world of Virtual Reality in tourism? It's time to discover the limitless horizons it brings to the travel industry and embrace the future of exploration.

Additional Resources:

Explore recommended VR tourism platforms and apps.

Dive deeper into the world of Virtual Reality in tourism with further reading and research sources.

For expert guidance on implementing VR in your tourism business, contact Taanga Studios, a leading VR development company, at [email protected] .

We hope this comprehensive guide has inspired you to embark on your virtual travel adventures and to seize the exciting opportunities that VR in tourism offers. Happy travels, whether they be real or virtual!

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• EARTH DAY ISSUE

Is virtual travel here to stay, even after the pandemic subsides?

The coronavirus is changing how we travel. But will virtual reality—a welcome escape from the pandemic—ever be a substitute for the real thing?

Through virtual reality, travelers can “experience” far-flung destinations, such as coastal Tanzania, with minimal environmental impact.

This Earth Day, people who usually celebrate by heading outdoors might need to rely on virtual tours instead. It will be a fitting opportunity to experience a technology that some experts have advanced as an eco-friendly solution to the problem of overtourism .

With about 90 percent of the world under a travel restriction , many would-be adventurers are turning to virtual reality (VR) to bring them to Machu Picchu or the Galápagos Islands . The potential for this technology to ease tourism’s carbon footprint is clear, underscored by some of the unexpected ecological benefits the coronavirus lockdown has surfaced—including cleaner air and water .

Even as it has eased pollution, the pandemic has been devastating for the tourism industry . But will interest in traveling virtually last beyond the pandemic? And will VR technology sustain growing interest?

More than a gimmick

For years, airlines, travel agencies, and tourism boards have used VR technology to market destinations to potential customers. Now, “the impact of COVID-19 may allow [virtual reality] to shake off its image of being a gimmick,” says Ralph Hollister, a tourism analyst at Global Data and author of a report on the VR travel industry .

Virtual travel experiences are seeing a surge in popularity. Valeriy Kondruk, CEO of VR travel company Ascape , has seen app downloads grow 60 percent from December (traditionally the busiest month) and double since January. The company has fielded increasing interest from educators and those working in nursing homes, Kondruk says, even as the airlines and travel agencies that usually license Ascape’s VR content have paused their accounts.

For overcrowded destinations including Machu Picchu, virtual reality experiences could help divert some tourists, easing the burden on the location’s infrastructure.

Related: Had to cancel your vacation? Here’s what to do next.

Still, there’s a big gap between using virtual reality to “try before you buy” and treating virtual reality like the destination itself. To start with, the technology isn’t ready yet. 360-degree virtual reality videos are usually experienced through a headset (like Oculus Rift) or an app (like Google Cardboard). The headsets are expensive, heavy, can cause nausea, and aren’t comfortable to wear for more than 30 minutes. The apps have none of these problems, but simply aren’t as impressive, says Hollister.

Limited sensations are another hurdle. The videos focus on sounds and sights but can’t do much with smell, touch, or taste , and VR experiences tend to only be a few minutes long—hardly the equivalent of a two-week vacation in Spain . Of course, some researchers are working on ever-more-immersive VR features, including haptic suits, says Samuel Greengard, author of Virtual Reality . But while creating a full-body suit with enhanced sensory experiences might make a video of the Amazon or Antarctica more realistic, it still doesn’t fulfill the deeper needs that compel us to travel.

Roaming instinct

Tourists aren’t locals, and they aren’t business travelers. Tourists tend to be less directed in their explorations and more focused on new experiences and discoveries. “This simply can’t be recreated in virtual reality,” says Erick Ramirez , a philosopher at Santa Clara University who studies VR.

He compares the future of virtual travel to a classic thought experiment: Imagine that you could hook yourself up to an “experience machine” and simply feel happy forever. Philosopher Robert Nozick, who developed the experiment, “thinks nobody would want to be hooked up to such a thing,” Ramirez says. “I do think that there are some kinds of tourist experiences where the value in them is in the doing , not just in the seeing and hearing, and it’ll be tough for VR to replicate.”

We not only want to do things, we want to be the ones deciding what to do. On a fundamental level, virtual travel is constructed and fed to us; we see a world only to the extent that someone was able to film and engineer it. It is, as Ramirez puts it, “the most authoritarian of guided tours.”

Virtual reality extends only as far as it’s engineered. In a virtual experience, you can’t choose to wander down a side street and discover a charming café—unless those options have already been programmed.

Someone going to India for real can decide where to go and what to see. They can be surprised by themselves and by what they learn. Someone going to India via video might never see aspects that a VR production company obscures in order to create a more pleasant experience. “A tour that Elon Musk—just to pick on somebody—might design would look very different from what a working-class Indian living in India might design,” Ramirez says. “It’s important to keep that in mind as we go into these touristy VR experiences.”

Related: Meet the Indian women taking on a male-dominated travel industry.

For my part, I experienced VR travel in 2015, using Oculus to demo a short tour of the north coast of Vancouver , British Columbia. The demo was beautiful and looked similar to the real place, which I visited four years later. In other ways, though, there was little comparison. Part of the difference was sensual: the air was cold on my skin and I could touch the water. But much of the difference was the specificity of my own actual visit. In person, the experience was happening only to me, I had full control over what I was able to hear and see—and if I wanted, I could see and choose something else.

A green lining

Chauvet-Pont-d’Arc, a Paleolithic cave painting site in southern France, is too vulnerable to be visited in person. A nearby replica allows tourists to see copies of the paintings in a way that presages the potential of virtual reality travel experiences.

Virtual reality may never replace traditional travel, but it still offers intriguing possibilities. If the technology becomes sophisticated enough, the more environmentally conscious among us—especially those aiming to reduce our carbon footprint (or people sensitive to flight-shaming )—might prefer this form of escape. VR travel does bring parts of the world to people who are physically unable to visit certain landmarks. Most of all, it could help bring people to places that are otherwise inaccessible .

Southern France is the site of some of the world’s earliest cave paintings, which are closed to the public because the Palaeolithic works are so delicate. Yet only four miles from the original a complete replica is on view. Ramirez suggests that virtual reality could be applied in a similar way—and even more accessible way—to sites around the world. Hollister, from Global Data, agrees that VR can play a unique role in recreating historic attractions. And Kondruk, the CEO of Ascape, says that the company has been working with Vietravel, a major Vietnamese travel agency, on recreating areas of the country where the government has limited tourist travel.

Related: See mesmerizing photos of Vietnam from above.

Ultimately, the impact of virtual reality on travel will be determined by the evolution and application of new technologies. So far, advances have been incremental—and not at a scale that is likely to disrupt the travel industry or support a drop in travel-related carbon emissions after the pandemic has ended. But just as travel platforms, from print to social media, offer some of the discoveries of actual exploration, virtual reality might bring faraway places closer—and in so doing encourage travelers to embrace sustainable practices wherever they choose to go (or not go) in the future.

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Virtual reality tourism ready for takeoff as travellers remain grounded

Experts say pandemic could provide watershed moment for technology, potentially leading to more sustainable tourism

With globe-trotting banned in the pandemic, increasing numbers of people are turning to virtual reality to relieve pent-up demand for travel.

Escapism from the sofa through a growing range of VR travel experiences is whetting appetites for post-pandemic holidays and could be a watershed moment for the technology in tourism, say analysts.

“As long as the pandemic increases and we are spending more time indoors, we should see adoption keep on growing,” said Ralph Hollister, a tourism analyst at Global Data and the author of a recent report on VR in tourism.

Oculus launched its Quest 2 headset in October and the most popular experiences include National Geographic VR, which takes users to places such as Antarctica – where they can navigate icebergs in a kayak, climb an ice shelf and survive a raging snowstorm as they search for a lost emperor penguin colony.

Another app, Wander, can teleport VR travellers from the pyramids of Egypt to the gardens of the Taj Mahal, while Alcove offers immersive experiences from hot air balloon rides to city tours.

When We Stayed Home takes travellers to the heart of Paris, Venice, Jerusalem and Tokyo as they largely are today. Through the eyes of a local, you can witness the calm, the beauty and the emptiness of a places on pause during April 2020.

“In this time of social distancing, people are looking for different ways to stay entertained, connected and active, and VR offers that,” said an Oculus spokesperson. “Whether you want to transport yourself to different places in the world, play with friends, get fit or just hang out together and feel like you’re in the same room, people are realising they can with VR.”

One prominent adopter of pandemic VR is Germany’s national tourist board, which has unveiled a number of immersive projects. The Maldives Marketing and Public Relations Corporation is using VR to showcase experiences such as beach yoga and snorkelling.

Hollister said VR was still seen as a gimmick. “It remains to be seen if increased usage will last beyond when meaningful travel resumes.” But he believes it could.

“I think the increase will be sustained, especially with the Gen Z and millennials in coming years, as they move into higher-paid jobs, and marketers take them more seriously as a consumer group. They will not feel alienated by the technology,” he said.

Currently, VR is used in the pre-trip “dreamer” stage in tourism, with people looking at where they might want to go. Among the tourist operator Kuoni’s offerings, potential customers can take a 360-degree tour of the upmarket Sandy Lane luxury resort in Barbados.

Hollister predicts that in the future people could use VR to book trips directly, as well as choosing seats on planes and hotel rooms with a click of the controller.

“A lot of travellers and consumers want a seamless experience, to go from looking to booking with minimal clicks, instant gratification and saving as much time as possible,” he said.

It has its limitations. ‘Tourism is also about touch, taste, smell, all those other sensory experiences, which is something VR cannot do,” he said. The price of high-quality headsets restricts access too.

But as the world seeks more sustainable tourism, Hollister said VR also offered a solution. As historic sites are damaged through mass tourism, recreating them in VR could help conserve them.

So this could be a watershed moment for VR and travel. “Everyone will be analysing that and working out its real worth to the industry,” he said.

‘More immersive than I could have imagined’

Angel Ross hoped to be travelling this year – and he has. He’s been cage diving with white sharks, kayaked in Antarctica and played poker in China – all virtually.

Ross, who works for a London-based marketing firm, invested in an Oculus Quest 2 in January to satisfy his wanderlust after finding himself “stuck at home with the winter getting a bit depressing”.

He said: “I love travelling. I am 22 and these are the years when I have been wanting to do a lot of things, and obviously can’t do anything right now. I love the ocean and I love snorkelling. On the Oculus you can dive with all these different animals, and it’s super immersive and realistic.

“There’s a great white shark, you can get in a cage and it comes up to you. It was pretty terrifying but amazing. Then there’s more friendly animals like dolphins you can play with. I’ve done all of them, pretty much.”

To make it more inclusive, he can cast what he is seeing on to his computer or TV to share with friends. “You feel quite disorientated when you come out, because you are really tricking your brain to think you are there,” he said.

On the National Geographic VR app, he went on an Antarctic adventure. “I saw whales, I was in a kayak and you can climb an ice shelf. You really feel like you are walking and moving and going somewhere. All your senses – obviously not smell and touch – feel they are being completely absorbed.

“I am a big poker player, with friends and not for money. And the poker on there is incredible. You can go to all these different locations. And one is this Chinese rooftop garden pool. Really cool.”

He has also been rock climbing in the Alps, “which is super realistic – you chalk your hands and you can look around and see the drop. Pretty insane.”

On YouTube VR he went in a drone up to 40,000ft to see the curvature of the Earth. “It’s even more immersive than I could have imagined. One hundred per cent,” he said .

“Because it’s so immersive and intense, you can’t sit on it for hours on end. You need breaks. So you can have an intense, fun experience and do so many different things, invigorate your senses. And then you just stop, have a break. And you don’t need that constant fix.”

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Virtual reality tourism is accessible, inclusive and takes the risk out of a COVID-disrupted getaway

As COVID-19 continues to disrupt many Australians' travel plans, some of those looking for a risk-free escape are turning to virtual reality tourism.

And while it may sound like a downgrade from the real thing, tour guides and designers of these experiences say it's becoming increasingly sophisticated.

But what is virtual reality tourism?  Dr Ryan Yung, a travel and tourism researcher, defines it as the ability to "be physically in one location but your mind is in a different location."

It can now be accessed by anyone who has a PC, laptop or mobile phone through YouTube or via virtual tours online.

And the experience can be enhanced by using a fold-out Google Cardboard viewer or, for those willing to spend more money, technologically advanced virtual reality headsets.

Unique experiences

So is virtual tourism any substitute for the real thing? 

It's hard to compare the two but virtual tourism does have some unique benefits, Dr Yung tells ABC RN Breakfast.

"Some of the more popular attractions in virtual tourism [eventually] will be … places which would be physically impossible to visit," he says.

"If we wanted to visit Rome, for example, in the medieval times, it's possible to do so via virtual tourism."

Some virtual experiences are also trying to integrate sensory elements, although Dr Yung says there's still much more work to be done in this area.

"With smells, they use pods, which emit synthetic smells ... similar to what you'd find in a shopping mall, when you walk past a cookie stand or something with artificial smells ." 

"With taste at the moment, there is no real substitute, but I believe some researchers in Singapore have come up with a technology where they can trick your mind through smell.

"This is where you're drinking mineral water but, through the trick of colour and smell, you can basically fool the mind into thinking [the person is] tasting something."

New opportunities

Virtual tourism could open up destinations for those who couldn't access them otherwise. 

"A lot of the technology that's behind it [came in] years before COVID hit, and it was to overcome a lot of issues with barriers with accessibility and inclusivity," Dr Yung says.

"So people who were not mobile were able to still get some experience of the outside world."

It offers other opportunities too.

For example, for those who are risk adverse, virtual tourism could be a way to take part in extreme sports safely, he says.

"[People] I've spoken to said something like … 'I would love to do something like bungee jumping but my natural fear would never let me do something like that'."

"But [with] the comfort of VR, knowing that you physically will not be doing the bungee jump but you're able to experience something like that, that could be a substitute for the real experience.

"I've heard people say they want to see the Great Barrier Reef, but they are so afraid of water … so that could be [an opportunity] in the near term."

Virtual reality can also be used to travel freely without any risk of social or cultural stigmas, he adds.

"There are certain behaviours [that] certain cultures expect of us when we travel overseas, or when we're out in public. And when we are hidden deep behind this virtual lens, then [virtual tourists] are able to explore different mannerisms or cultures that you normally wouldn't be able to," he says.

So for those looking to scratch their travel itch, virtual tourism is opening up the world once again, says Dr Yung.

"This is one small positive that has come up with COVID in alerting research and development [and encouraging the] acceptance of the technology by everyone else."

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• Science and Technology
• Travel and Tourism (Lifestyle and Leisure)

Virtual reality and modern tourism

Journal of Tourism Futures

ISSN : 2055-5911

Article publication date: 29 April 2020

Issue publication date: 2 June 2021

The purpose of this paper is to provide an insight as to how recent trends in virtual reality (VR) have changed the way tourism and hospitality industry communicates their offerings and meets the tourists’ needs.

Design/methodology/approach

The approach is based on systematic literature review, where the relations between focal concepts are given to analyze potential future developments concerning VR.

The paper identifies and analyzes how VR technology affected tourism and hospitality industry through three main touch points – future tourism planning and management, technology-based marketing of tourism destinations and VR potential in changing consumer requirements. These concepts were analyzed to identify changing forces and suggest potential paradigm shifts that tourism and hospitality suppliers and marketers need to consider. These included realistic virtual travel replacements, the importance of interactive experiences and innovation in future tourism systems.

Originality/value

While there has been increasingly larger number of discussions on how tourists and tourism and hospitality industry have been using information and communication technology recently, there is little evidence of scholars and practitioners applying such methods. This paper used systematic literature review to illustrate means in which VR could be ingrained into tourism and hospitality services to meet the needs of tourists. It suggests that VR can and probably will fundamentally change the way in which tourists’ experiences and requirements are managed entirely.

• Virtual reality
• Development
• Emerging trends

Pestek, A. and Sarvan, M. (2021), "Virtual reality and modern tourism", Journal of Tourism Futures , Vol. 7 No. 2, pp. 245-250. https://doi.org/10.1108/JTF-01-2020-0004

Emerald Publishing Limited

Copyright © 2020, Almir Pestek and Maida Sarvan.

Published in Journal of Tourism Futures . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at http://creativecommons.org/licences/by/4.0/legalcode

Introduction

One of the most significant developments in the field of information and communication technology (ICT) expected to greatly impact the tourism industry today is virtual reality (VR). Many of the recent innovations such as VR platforms, devices and content production tools enable the evolution of VR. As such, VR technologies nowadays offer unbounded potentials for mass virtual visitations to actual tourism destinations. Moreover, the roles of such technologies in tourism and hospitality industries, its management and marketing have been described in literature as capable of showing their intricate abilities to simulate real-life situations and contexts, occasionally being touted as a substitute to actual travel, making it a very powerful tool for meeting the needs of tourists.

The changes that are supposed to occur in the next few years are always underestimated and come even sooner. Tourism and hospitality organizations should be urged to be more future-oriented and prepared fully for the planning of technology adaptations. The paper aims at establishing relations between concepts of VR and tourism and hospitality industry and presenting opportunities for the tourism sector taking in consideration the values expressed in the concept of VR marketing in efforts of meeting the needs of tourists in the future. The paper explores the potential of valuable tool such as VR with regard to tourism planning and management, technology-based marketing of tourism destinations and effects of VR on consumer requirements.

The paper is based on the literature review. The following digital bases were used in the process of research: Emerald Database, IOPscience, SCOPUS, EBSCO, ABI/INFORM Complete – ProQuest. The items in the search string were connected with OR statements, to make sure that all relevant papers were retrieved - “virtual reality,” “virtual reality marketing,” “virtual reality experience,” “augmented reality experience,” and “ICT in tourism”. Only 49 articles were yielded because of their relevance after applying the exclusion/inclusion criteria. Inclusion criteria include: published articles between 2010 and 2019; articles written in English, scientific and peer-reviewed articles; studies published in electronic digital libraries from newspapers or journals; and educational conferences. Exclusion criteria are as follows: duplicated papers and studies returned by different search engines, papers and works that focus on low-level comparison, editorials and non-reviewed articles. Based on these studies the conclusions are drawn throughout the paper.

Technology-based marketing of tourism destinations

VR is often defined as the technology using the computer-generated 3D environment often referred to as “virtual environment.” The real-time simulation of one or more of the five senses of the user is often a result of navigation through this virtual environment and interaction with it ( Gutierrez et al. , 2008 ). Physical immersion and psychological presence are provided in VR experience as well.

The marketing and promotion segments of the tourism sector have most often been used with the assistance of visual imagery ( Aziz and Zainol, 2011 ). The intangible properties of tourism, as a service, constantly reminds the marketers that there is a need to continuously innovate the forms of visual imagery with the objective to promote a positive destination image ( Griffin et al. , 2017 ). As a useful tool used by marketers in establishing the communication of emotions and experiences influencing the consumers and tourists, VR is often used because of its ability to induce the emphasized sensory and emotional experience.

The opportunities of VR in regard to destination marketing organizations are found in the way in which marketing messages are targeted to specific markets, whilst capturing the attention of potential visitors and giving assistance in relevant factors identification that essentially create motivations for those that engage in any form of VR and awareness development in reference to future travel decision-making processes ( Huang et al. , 2013 ). Research indicates that virtual tourists can have their travelling needs easily fulfilled under the following conditions: taking into consideration the hedonistic and emotional experiences, virtual tourism destinations can give visitors the chance to enhance their perceptions and virtual world is displayed as a source of useful information.

To conclude, VR in marketing of tourism destinations can be associated with attachment ( Wu et al. , 2016 ), stimulation ( Neuburger et al. , 2018 ), evaluation (Gao et al. , 2012), decision-making ( Guo and Barnes, 2011 ) and experience ( Jung et al. , 2017 ).

Virtual reality changes tourism planning, management and consumer requirements

VR is considered a very valuable tool in tourism policy creation as well as in the planning processes ( Cheong, 1995 ). The tourism planner’s consideration of possible developments in the sector is often aided by VR’s ability to create realistic and navigable virtual environments.

The tourism planning and management can be benefited by VR technology, as it possesses the unique testing capabilities ( Sussmann and Vanhegan, 2000 ). The understanding of visitors’ patterns of space, time and place is a very important element in developing management plans, which include shifting the burden from areas with heavy use to those with limited use. 3D visualizations are excellent tools in doing so ( Lew and McKercher, 2005 ). Furthermore, as VR technology continues to evolve, the entertainment industry has found a way to make these evolutions very useful in regards to marketing the entertaining tourist attractions ( Gutierrez et al. , 2008 ).

A set of concepts which are interrelated identify the current trends in tourism and its references to marketing, consumer behavior and tourist needs and the ways in which these affect the end users’ attachment, stimulation and decision-making process ( Epple, 2018 ). Research that explores the consumer behavior in VR tourism through the example of using the stimulus – organism – response model identifies that the brands and tourism organizations are able to affect the users’ opinions and decisions directly and effectively through this interactivity, experience and immersion ( Kim et al. , 2018 ).

The roles of hedonic experience and emotional arousal are found to be large in regards to determining the potential tourists’ behavioral intentions to visit a given destination and also in motivating them to become the potential tourists ( Jung et al. , 2017 ). On a similar note, the navigation of 3D environment is found to induce positive emotions, flow and emotional involvement, which results in positive effects on behavioral intentions, further extending the engagement and immersive experience that enhances the tourist’ needs.

As a subsequent consequence of advancement in virtual technologies, the impression of investors and consumers continues to grow and VR is being envisioned and implemented largely to meet the future needs of tourists. The potential of VR technologies in meeting the future tourists’ needs is large and the research identifies the major trends in tourism sector in regards to this in the further text ( Nayyar et al. , 2018 ).

Identified trends in tourism industry are found in effective planning and suitable management. As the almost-realistic, easy and detailed navigations created through the VR are readily available for tourists to help in their trip- and activity-planning processes, its potential is further widened. Furthermore, the trend is identified through creation of various types of simulators which allow for the virtual experience, where potential tourists are able to experience a destination in advance, such as in the case of some destination marketing organizations ( Tussyadiah et al. , 2018 ).

The VR technologies are already used in provision of tourists with experience previews of sites, destinations and attractions, such as hotels, cruise ships and similar, as a part of the marketing strategy ( Samuely, 2016 ). Virtual conative image that most often results in potential purchase intention is yielded through Web-mediated virtual information ( Hyun and O’Keefe, 2012 ).

The applications of VR are largely found in the initial phases of customer buying cycle in the area of tourism, because it enables the extensive information about important factors that play a significant part in the search stage of the process of decision-making ( Kim et al. , 2018 ). Furthermore, the perfect digital environment enables for the creation of virtual attractions at an effective cost, which are identified in simulators and marketable tourist attractions. Examples of these include the “Sensorama Simulator” that, through the 3D images, aromas, sounds, wind, set vibrations and similar, offers entertaining, simulated motorcycle rides through New York City ( Gutierrez et al. , 2008 ). Also, an example of such application of VR in entertainment industry is found in theme parks, such as the Dreamworld theme park, with simulated car rides ( Dreamworld, 2009 ) and also Cyber Speedway in the city of Las Vegas ( Sahara Hotel and Casino, 2009 ).

A large trend in the sector is identified in provisions of virtual tours as well, including the handling of virtual objects, interactive and immersive experience and a realistic picture of the site. This is most commonly used in heritage areas, hotels and museums, including the zoo exhibits ( Bowman et al. , 1999 ), VR exhibits in cultural centers globally ( Roussou, 2004 ), viewing of heritage sites ( Thomasson, 2006 ), production of interactive tours ( Tholos, 2009 ), selection of tourist attractions within an area ( Linaza et al. , 2008 ) and so on.

Many hotels have demonstrated that the VR trend is very useful in the destination marketing area as well and as such the room booking process has been entirely transformed ( Neuburger et al. , 2018 ). Technology provides for prospective guests to virtually visit rooms and consider their offers, like in the case of Marriott Hotels, including the previews of the local attractions, giving potential tourists insights in destinations.

Another example of VR trend is identified by Telexistence, a company that has been working with a real-life avatar, where the user is enabled to see what the avatar sees and to also receive haptic feedback (Telexistence Inc., 2020). Such example is very important in identification of possibilities in meeting the tourists’ needs in the future, such as a travel decision that will immediately satisfy their need after a particular interest and desire is awaken, whilst also enabling for VR travel to be possible, allowing the tourists which might possibly be intimidated by certain destinations and as such, would only visit them virtually, as in the case of possible existence of potential geographical barriers, fears, dangerous locations and similar.

The identified trends indicate that VR technology will most likely become an invaluable tool in the next few years ( Barnes, 2016 ), which consequently will dictate the marketers to custom make the VR experiences for the varying users and offer the best possible VR services to meet the consumers’ future needs most optimally.

Certain conclusions can be drawn implying that the VR is changing tourism planning and consumer requirements can be associated with 3D visualizations ( Brent Ritchie et al. , 2011 ), simulators ( Tom Dieck et al. , 2016 ), virtual tours ( Tung and Law, 2017 ), previews ( Epple, 2018 ) and effective planning ( Kask, 2019 ).

Conclusions

VR is being developed as a part of smart tourism to provide information about destinations and attractions while showing its potential to become a new tourism service. Nonetheless, the trend has proven to be very useful, however slow, because of the difficulties of tourists to keep up with new technologies. Thanks to VR, tourists are able to experience a destination in advance and to preview local attractions. Interactive, realistic, easy and detailed VR navigations help tourists in the trip-planning processes and activity planning.

VR technologies will surely continue to advance, and as such, the opportunities in the tourism sector will grow exponentially. Regardless of the direction in which these advancements and developments take place, immediate applications and trends are identified and used within the tourism industry already.

Whilst many limitations do exist, the future will show the technologies to be much better understood. VR can and probably will fundamentally change the way in which tourists’ experiences and requirements are managed entirely.

Aziz , A. and Zainol , N.A. ( 2011 ), “ Destination image: an overview and summary of selected research (1974-2008) ”, International Journal of Leisure and Tourism Marketing , Vol. 2 No. 1 , pp. 39 - 55 .

Barnes , S. ( 2016 ), “ Understanding virtual reality in marketing: nature, implications and potential ”, SSRN Electronic Journal .

Bowman , D.A. , Hodges , L.F. , Allison , D. and Wineman , J. ( 1999 ), “ The educational value of an information-rich virtual environment ”, Presence: Teleoperators and Virtual Environments , Vol. 8 No. 3 , pp. 317 - 331 .

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Cheong , R. ( 1995 ), “ The virtual threat to travel and tourism ”, Tourism Management , Vol. 16 No. 6 , pp. 417 - 422 .

Dreamworld ( 2009 ), “ Dreamworld – attractions – V8 supercars RedLine ”, available at: www.dreamworld.com.au/content/drw_2008_standard.asp?name¼V8supercars_RedLineMain (accessed 9 January 2020 ).

Epple , C.H. ( 2018 ), “ Virtual reality tools in the tourism industry and their influence on booking behavior ”, PhD thesis, Technische Universität München .

Griffin , T. , Giberson , J. , Lee , S.H. , Guttentag , D. , Kandaurova , M. , Sergueeva , K. and Dimanche , F. ( 2017 ), “ Virtual reality and implications for destination marketing ”, Travel and Tourism Research Association: Advancing Tourism Research Globally , Vol. 29 .

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Jung , T. , Tom Dieck , M.C. , Moorhouse , N. and Tom Dieck , D. ( 2017 ), “ Tourists’ experience of virtual reality applications ”, IEEE conference on Consumer Electronics , Las Vegas .

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Kim , M. , Lee , C. and Jung , T. ( 2018 ), “ Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-Response model ”, Journal of Travel Research , Vol. 59 No. 1 , pp. 69 - 89 .

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Linaza , M.T. , Garcia , A. , Torre , I. and Torres , J.I. ( 2008 ), “ Interacting with augmented assets in cultural tourism ”, in Pan , Z. , Zhang , X. , Rhalibi , A.E. , Woo , W. and Li , Y. (Eds), Proceedings of Edutainment, 3rd Annual Conference Nanjing, Springer – Verlag , pp. 107 - 117 .

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Neuburger , L. , Beck , J. and Egger , R. ( 2018 ), “ The ‘phygital’ tourist experience: the use of augmented and virtual reality in destination marketing ”, in Camillieri , M. (Ed.), Tourism Planning and Destination Marketing , Emerald Publishing Limited , pp.183-202

Roussou , M. ( 2004 ), “ Learning by doing and learning through play: an exploration of interactivity in virtual environments for children ”, Computers in Entertainment , Vol. 2 No. 1 , pp. 1 - 23 .

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Tom Dieck , M.C. , Jung , T.H. and Tom Dieck , D. ( 2016 ), “ Enhancing art gallery visitors’ learning experience using wearable augmented reality: generic learning outcomes perspective ”, Current Issues in Tourism , Vol. 21 No. 17 , pp. 1 - 21 .

Tung , V.W.S. and Law , R. ( 2017 ), “ The potential for tourism and hospitality experience research in human-robot interactions ”, International Journal of Contemporary Hospitality Management , Vol. 29 No. 10 , pp. 2498 - 2513 .

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Wu , D. , Weng , D. and Xue , S. ( 2016 ), “ Virtual reality system as an affective medium to induce specific emotion: a validation study ”, Electronic Imaging , Vol. 2016 No. 4 , pp. 1 - 6 .

Further reading

Gao , L. , Bai , X. and Park , A. ( 2017 ), “ Understanding sustained participation in virtual travel communities from the perspectives of is success model and flow theory ”, Journal of Hospitality and Tourism Research , Vol. 41 No. 4 , pp. 475 - 509 .

Corresponding author

About the authors.

Almir Pestek is based at the School of Economics and Business, University of Sarajevo, Sarajevo, Bosnia And Herzegovina.

Maida Sarvan is based at NLB Bank d.d. Sarajevo, Sarajevo, Bosnia And Herzegovina.

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Embracing the future: virtual reality tourism redefining travel in 2024.

Introduction

In the ever-evolving landscape of travel, a remarkable technological innovation has emerged, promising to reshape the way we explore the world: Virtual Reality Tourism. As we step into 2024, the boundaries between physical and digital realms blur, offering travelers an immersive experience like never before. Let’s embark on a journey to explore the captivating realm of Virtual Reality (VR) and its profound implications for the future of travel.

Virtual Reality Tourism:

A paradigm shift.

Imagine strolling along the bustling streets of Paris, gazing at the majestic Eiffel Tower, or diving into the vibrant underwater world of the Great Barrier Reef—all from the comfort of your home. Virtual Reality Tourism transcends geographical constraints, allowing travelers to embark on virtual expeditions to any destination they desire. With the aid of VR headsets and immersive technologies, users can immerse themselves in lifelike environments, engaging their senses in a way that traditional travel mediums cannot replicate.

The Rise of Immersive Experiences

In recent years, the adoption of VR technology has witnessed a significant surge, fueled by advancements in hardware capabilities and content creation. From interactive museum tours to virtual safaris in the heart of Africa, the possibilities are endless. Travelers can now indulge in personalized experiences tailored to their preferences, whether it’s exploring historical landmarks, traversing scenic landscapes, or delving into cultural festivities.

Seamless Integration of Technology and Travel

One of the most compelling aspects of Virtual Reality Tourism is its ability to seamlessly integrate with the travel industry. Travel agencies, hospitality providers, and tour operators are leveraging VR to offer prospective customers a glimpse into their offerings. Through immersive virtual tours, hotels can showcase their accommodations, airlines can provide virtual cabin experiences, and attractions can entice visitors with sneak peeks of their offerings—all with the aim of enhancing the traveler’s decision-making process.

Breaking Down Barriers to Accessibility

Accessibility has long been a concern in the realm of travel, with physical limitations, financial constraints, and mobility issues posing barriers to exploration. Virtual Reality Tourism presents a solution by democratizing travel and making it more inclusive. Regardless of physical abilities or financial means, individuals can embark on virtual journeys that transcend the limitations of the physical world. This inclusivity not only broadens the horizons of travelers but also fosters a greater sense of empathy and understanding across diverse communities.

Environmental Sustainability and Carbon Footprint Reduction

As the world grapples with pressing environmental challenges , Virtual Reality Tourism offers a sustainable alternative to traditional travel. By reducing the need for long-haul flights, hotel accommodations, and ground transportation, VR experiences have the potential to significantly lower carbon emissions associated with tourism. Additionally, virtual exploration minimizes the strain on fragile ecosystems and cultural heritage sites, promoting responsible tourism practices for a more sustainable future.

Transforming the Travel Landscape:

Opportunities and challenges.

While Virtual Reality Tourism holds immense promise, it also presents its fair share of opportunities and challenges for the travel industry. On one hand, businesses have the opportunity to reach a global audience and differentiate themselves in a crowded market. On the other hand, they must navigate technical complexities, content creation challenges, and user adoption barriers to capitalize on the full potential of VR technology.

Moreover, concerns regarding data privacy, cybersecurity, and the authenticity of virtual experiences loom large. As VR becomes increasingly intertwined with the travel experience, stakeholders must prioritize the protection of user data and ensure the integrity of virtual environments to foster trust and confidence among travelers.

The Future of Travel:

A virtual odyssey.

As we gaze into the future of travel, it’s evident that Virtual Reality Tourism will play a pivotal role in shaping the way we explore the world. From armchair adventurers seeking immersive escapades to eco-conscious travelers prioritizing sustainability, VR offers something for everyone . As technology continues to evolve and innovations emerge, the boundaries of virtual exploration will continue to expand, ushering in a new era of travel—one where the only limit is the boundless imagination of the traveler.

Virtual Reality Tourism represents a paradigm shift in the way we experience travel, offering unparalleled opportunities for exploration, accessibility, and sustainability. As we embrace the virtual odyssey that lies ahead, let us embark on this journey with curiosity, wonder, and a sense of adventure, for the world of tomorrow awaits—just a headset away. 10 Must-Have Gadgets for the Best Travel Experience in 2024

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Will Virtual Reality Replace Travel? Exploring the Future of Tourism

Virtual reality is unlikely to fully replace traditional travel , as both forms of exploration offer unique benefits and experiences. Instead, VR and traditional travel will likely coexist, complementing each other and providing travelers with a diverse range of options to suit their preferences and needs.

As someone who loves exploring new places, I couldn’t help but wonder: Will virtual reality replace travel? It’s a question that’s been on my mind for a while now, and I’m sure I’m not alone in pondering this. Technology has come a long way, and with the rapid advancements in virtual reality (VR), it’s only natural to question how it will impact the future of tourism.

In this article, we’re going to delve into this fascinating topic, weighing the pros and cons and discussing what’s in store for both the travel industry and our own wanderlust-filled adventures. I want to take you on a journey with me, as we explore what virtual reality has to offer and whether it could truly replace the real-life experiences we crave. So, grab your (virtual) passport, and let’s embark on this exciting quest together!

The Rise of Virtual Reality in Tourism: An Overview

In recent years, virtual reality has made significant strides, becoming more accessible and advanced than ever before. As a result, the tourism industry has seen a growing interest in incorporating VR experiences into its offerings. From virtual tours of famous landmarks to immersive cultural experiences, there’s no denying that VR is starting to reshape the way we think about travel.

A key factor in the rise of virtual reality in tourism is the continual improvement of VR technology. Headsets are becoming more comfortable, visuals more realistic, and the overall experience more immersive. These enhancements have made it possible for developers to create incredibly lifelike simulations, allowing users to “visit” destinations they may have only dreamed of exploring.

Another driving force behind this trend is the increasing availability of VR devices. With more affordable options hitting the market, it’s no longer just a luxury for tech enthusiasts. Now, people from all walks of life can experience the thrill of virtual travel, opening up a world of possibilities for the tourism industry.

While the idea of virtual travel may have once been considered a gimmick, the growing demand for these experiences and their potential benefits have piqued the interest of travel professionals. Major players in the industry have begun investing in and developing VR-based attractions, further cementing the technology’s place in the future of tourism.

But as exciting as these advancements are, we have to ask ourselves: Can virtual reality truly replace the authentic, real-life experiences that come with traditional travel?

In the next section, we’ll discuss the benefits of traveling from home using VR, such as cost savings and increased accessibility for people who might not have the means or ability to explore the world otherwise. But we’ll also tackle the limitations of virtual reality and what aspects of travel it simply can’t replicate.

Traveling from Home: The Pros of VR-based Adventures

As virtual reality continues to gain traction in the tourism industry, it’s essential to consider the advantages it brings to the table. Let’s take a look at some of the pros of VR-based adventures that make them an appealing alternative to traditional travel:

• Cost Savings : One of the most significant benefits of virtual travel is the reduced cost. For many people, the expense of traveling to far-off destinations can be a significant barrier. VR experiences, on the other hand, offer an affordable way to “visit” new places without breaking the bank. By eliminating airfare, accommodations, and other travel expenses, VR can make exploring the world more accessible to a wider audience.
• Convenience and Flexibility : Virtual reality allows you to travel from the comfort of your own home, at any time, and at your own pace. There’s no need to worry about coordinating schedules, booking flights, or packing suitcases. With VR, you can embark on a new adventure whenever the mood strikes, making it a convenient option for those with busy lifestyles or limited vacation time.
• Accessibility: VR-based adventures can open up travel experiences for individuals who may face challenges with traditional travel, such as people with disabilities, the elderly, or those with health issues. By removing physical barriers and limitations, virtual reality can offer a more inclusive way to explore the world for people who may have previously felt excluded from certain experiences.
• Safety : Traveling to unfamiliar places can come with its share of risks, from health concerns to navigating unfamiliar environments. Virtual reality eliminates these potential dangers, providing a safe way to experience new destinations without the associated risks. This can be particularly appealing for solo travelers or those who might feel apprehensive about venturing to certain locations.
• Education and Cultural Immersion : VR-based adventures offer unique opportunities for learning and cultural immersion. With the ability to virtually visit museums, historical sites, and cultural landmarks, users can gain a deeper understanding of the world and its diverse cultures. Developers can also incorporate interactive elements and educational resources, turning virtual experiences into engaging and informative journeys.

While these pros paint an enticing picture of VR-based adventures, it’s important to acknowledge that virtual travel also has its limitations. In the next section, we’ll delve into the aspects of travel that virtual reality may struggle to replicate, helping us understand the potential gaps in the VR tourism experience.

Limitations of Virtual Reality: What’s Missing in Digital Exploration

As promising as virtual reality in tourism may seem, it’s crucial to recognize that there are certain aspects of travel that VR simply cannot replicate. Here are some limitations of digital exploration that remind us of the unique value of traditional, real-world experiences:

• Tangible Experiences : One of the most significant drawbacks of virtual reality is the lack of physicality. VR can create visual and auditory simulations, but it can’t reproduce the feeling of the sun on your skin, the scent of a bustling marketplace, or the taste of a local delicacy. These sensory experiences are a vital part of what makes travel so enriching, and they remain exclusive to real-world adventures.
• Human Connection : While VR can simulate social interactions to some extent, it can’t replace the genuine connections formed with locals or fellow travelers during a trip. The shared experiences, conversations, and spontaneous encounters that occur while traveling can create lifelong memories and friendships that are difficult to replicate in a virtual environment.
• Serendipity and Unpredictability : One of the most exciting aspects of travel is its inherent unpredictability. Unexpected detours, chance encounters, and spontaneous discoveries can often lead to the most memorable experiences. In contrast, virtual reality experiences are often carefully curated and scripted, lacking the element of surprise that can make real-life travel so exhilarating.
• Personal Growth : Travel often pushes us out of our comfort zones, challenging us to adapt, problem-solve, and grow as individuals. These opportunities for personal development can be limited in a virtual environment, where risks and challenges are minimized.
• Impact on Local Economies : Tourism can be a crucial source of income for many communities around the world. By opting for virtual experiences instead of physically visiting a destination, travelers may inadvertently contribute to a decline in local tourism revenue. This can have significant consequences for the livelihoods of people who rely on the travel industry to support their families and communities.

As we can see, while virtual reality offers some remarkable advantages and opens up new possibilities for tourism, it also falls short in certain areas that make real-life travel unique and fulfilling. The question now becomes whether these limitations are enough to prevent VR from fully replacing traditional travel experiences or if the two can coexist, complementing each other in the ever-evolving landscape of tourism. In the next sections, we’ll explore the travel industry’s response to the rise of virtual reality and discuss the potential for a harmonious coexistence between VR and traditional travel.

The Travel Industry’s Response: Adapting to the VR Revolution

As virtual reality continues to make waves in the tourism sector, the travel industry is responding to this technological disruption in various ways. From embracing technology to finding innovative ways to merge virtual and real-world experiences, industry players are adapting to the VR revolution. Here’s how they’re responding:

Embracing VR as a Marketing Tool

Many tourism boards, hotels, and tour operators have started to use virtual reality as a marketing tool, offering virtual tours and immersive experiences to showcase their destinations and services. By providing potential visitors with a taste of what they can expect, these organizations hope to entice travelers and encourage them to book a real-life trip.

Developing VR Attractions

Theme parks, museums, and other attractions are increasingly incorporating virtual reality elements into their offerings, creating hybrid experiences that blend the physical and digital worlds. These attractions can provide visitors with unique, immersive experiences that expand the boundaries of traditional tourism activities.

Offering Remote Tours

In response to the growing demand for virtual experiences, some travel companies have started to offer remote tours, where a local guide live-streams their exploration of a destination while interacting with virtual participants. This approach combines the benefits of VR with the personal touch and expertise of a local guide.

Enhancing On-site Experiences

Travel providers are also exploring ways to use virtual reality to enrich on-site experiences. For example, a museum might use VR to provide visitors with additional information about exhibits, or a historical site might use the technology to recreate scenes from the past, bringing history to life in an immersive way. By integrating VR into real-world experiences, the travel industry can offer unique and engaging activities that cater to a variety of interests.

Collaboration and Partnerships

Recognizing the potential of virtual reality in tourism, travel companies are increasingly collaborating with tech firms to develop cutting-edge VR experiences. These partnerships bring together the expertise of both industries, resulting in innovative and immersive travel products that push the boundaries of what’s possible in tourism.

As the travel industry adapts to the VR revolution, it’s clear that they’re not simply dismissing the technology as a passing fad. Instead, they’re finding ways to harness its potential and incorporate it into their offerings, enhancing the overall travel experience for their customers.

However, it’s also evident that many industry players still believe in the unique value of real-world experiences, using VR as a complementary tool rather than a complete replacement for traditional travel. This leads us to the question of whether virtual reality and traditional travel can coexist, providing travelers with a diverse range of options to suit their needs and preferences. In the next section, we’ll explore this potential balance and envision the future of tourism.

The Future of Tourism: Can Virtual Reality and Traditional Travel Coexist?

As we’ve seen, virtual reality offers some incredible benefits for travelers, while also having its limitations. With the travel industry embracing and adapting to the VR revolution, it’s time to consider the future of tourism and the potential coexistence of virtual reality and traditional travel.

Complementary Experiences

The most likely scenario is that virtual reality and traditional travel will continue to coexist as complementary experiences. Each form of exploration has its strengths and weaknesses, and many travelers will likely seek out a mix of both virtual and real-world adventures. For instance, virtual reality can act as a tool to inspire and inform travelers before a trip, while real-life experiences provide tangible, human connections that VR can’t fully replicate.

Expanding Options for Travelers

As virtual reality becomes more advanced and integrated into the tourism industry, it will likely serve as an additional option for travelers, rather than replacing traditional travel entirely. This expanded range of choices can cater to different preferences, budgets, and accessibility needs, ensuring that the world of travel remains inclusive and diverse.

Encouraging Sustainable Tourism

One potential outcome of the coexistence of VR and traditional travel could be a shift towards more sustainable tourism practices. As virtual experiences become more immersive and realistic, some travelers might opt for virtual visits to fragile ecosystems or overcrowded destinations, helping to alleviate pressure on these areas and promote responsible travel.

Fostering Innovation and Collaboration

The integration of virtual reality into the travel industry has the potential to drive innovation and foster collaboration between the tech and tourism sectors. This partnership can lead to new and exciting experiences for travelers, pushing the boundaries of what’s possible in both the virtual and physical realms.

Personalized Travel Experiences

The coexistence of virtual reality and traditional travel can give rise to more personalized experiences. Travelers could use VR to preview destinations and curate their ideal itinerary before embarking on a real-life adventure. This fusion of technology and traditional travel could empower travelers to create truly tailored experiences that cater to their specific interests and preferences.

In conclusion, the future of tourism is likely to be a blend of virtual reality and traditional travel experiences. Each approach offers unique benefits, and their coexistence can provide travelers with a diverse range of options to suit their needs and desires. As technology continues to evolve, the relationship between VR and traditional travel will undoubtedly develop further, shaping the way we explore and connect with the world around us.

In conclusion, the future of tourism is an exciting and dynamic landscape where virtual reality and traditional travel will likely coexist and complement each other. As VR technology continues to advance, it opens up new possibilities for immersive, accessible, and sustainable travel experiences. However, it’s essential to recognize the unique value that real-world adventures offer, including tangible experiences, human connections, and personal growth opportunities.

By embracing both the virtual and physical aspects of travel, the tourism industry can cater to a wide range of preferences and needs, creating a more inclusive and diverse travel landscape. As we navigate this brave new world of exploration, we can look forward to a future where virtual reality enhances our travel experiences, while still cherishing the irreplaceable joys of discovering new places, cultures, and connections in person. So, whether it’s through a VR headset or with a physical passport in hand, let’s continue to feed our wanderlust and embrace the incredible journeys that await us.

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The Future of Digital Tourism Alternatives in Virtual Reality

In this study, a review of the future of VR technologies for digital tourism alternatives will be presented. The general purpose of the research is to contribute to VR technologies, which are developing and integrating with new systems with each passing day from the point of view of providing a general perspective in tourism. VR application information to deepen understanding of the scope of the digital future of tourism alternatives will be presented in a systematic framework. In general, VR technologies express the behavioral experiences of individuals in virtual environments. When tourism and VR technologies are combined, the composition of the product in which these virtual experiences are directed towards a purpose emerges. Every new development that occurs from a technological point of VR technology will make it possible to be used in every field of tourism. The contribution of this research is to provide suggestions for future studies as well as practical implications for the tourism industry regarding VR systems, which are among the digital tourism alternatives.

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The Rise of Virtual Reality in Tourism: Benefits and Examples

Introduction to Virtual Reality in Tourism

Virtual reality in tourism provides viewers with an immersive tourism experience. There are many different types of virtual tourism services available. They use a combination of virtual reality, still images, video, audio, narration, and other multimedia formats.

It gives users an experience of a destination that they wouldn't get from looking at pictures or visiting a website.

Virtual tourism content can be accessed using a virtual reality headset for the most immersive experience. It can also be viewed on a regular computer or even a mobile device.

Virtual Reality in Tourism

Viewers can take part in activities, travel to different locations, and visit different destinations. They can do all this from the comfort of their own homes. Virtual tourism has many distinct advantages. The most obvious advantage is that viewers can see and experience a destination without having to travel there.

This means they are not restricted by available flights, travel logistics, safety concerns, or whether destinations are open. They aren't even concerned with time zones or weather conditions.

Another advantage for viewers is the cost

Millions of people who otherwise would not be able to afford to travel to these destinations can now do so. Viewers are embracing the rise of virtual tourism destinations to see and experience things they never imagined were possible.

The ability to read the minds of potential customers and highlight a location, amenities, and offerings is a clear benefit for hotels and destinations. Viewers who have been to a hotel or visited a location through virtual tourism are more likely to book a future stay. They also look forward to experiencing the activity in the “real world.”

Virtual tourism technology also provides excellent marketing opportunities. Instead of flat images on a brochure or website, potential guests can see a 360-degree view of a property and its amenities. Viewers who experience a property in this way are more likely to want to return in the future. They can also share the virtual offerings with their friends and family.

How is it used: Virtual Reality in Tourism?

There are many ways for hotels and destinations to enjoy this technology and the growing popularity of virtual tourism.

Virtual tourism has been in use for years to highlight the unique aspects of a location. These aspects can be history and culture to exciting activities, local attractions, and fun trivia.

360-degree VR video is used by hotels and local governments to capture everything about a destination in an immersive way. With the press of a button, viewers can travel to a remote mountaintop, a beautiful beach, a network of hiking trails, or a bustling city.

VR photography combines still images with specialized software

It creates an immersive image that allows the user to look in any direction. This technology is ideal for displaying hotel interiors, artwork, museum exhibits, and anything else that can be fully appreciated without the use of sound or motion.

Users can get in on the action with immersive VR experiences. They can interact with the environment and learn more through their actions. A curated experience focusing on one aspect of the location, such as the food scene, music, history, or art, is common. Virtual reality yoga classes, nature walks, stargazing, and bird watching are all popular ways to promote a location.

Before landing, passengers can take a 3D tour

Virtual reality can aid in the planning of tourist attractions, when there are delays in the travel schedule, travelers can use vr tech, take a virtual reality tour of the plane, travel planners can use virtual reality to create engaging presentations, virtual reality is a fantastic way to advertise on social media, virtual reality can assist travelers in locating locations on a map, the faroe islands, bristol from home, dubai 360 is a virtual tour of dubai, the great barrier reef, benefits of virtual reality in tourism.

There's nothing quite like knowing where you're going before you arrive at your destination. One of the benefits of virtual reality in tourism is that visitors can take a 3D tour of their destination before arriving. Virtual reality is distinct from traditional photography.

It allows users to immerse themselves in the experience. Tourists can thus sense a city's culture before ever setting foot in the city. It makes them feel less like outsiders when they arrive.

Vacations always seem to be too short because visitors never get to see everything they want while on vacation. A lack of good planning is one of the reasons why key sights go unnoticed by tourists. Virtual reality allows visitors to learn the names and locations of all the town's major attractions ahead of time.

Tourists can also look inside famous landmarks to see if they want to take a virtual tour of them in real-time. Because virtual reality allows visitors to only entertain the locations that intrigue them the most in real-time, they get the most out of their sightseeing experience.

There's nothing worse than getting stranded at the airport for an unknown amount of time. During these times, boredom has a way of creeping in and clouding the vision of the excitement. When unexpected delays occur, the best way to re-establish excitement for the trip ahead is to take a virtual reality tour of the vacation destination.

Some passengers feel more at ease after seeing the plane and knowing where all the emergency exits are located. Virtual reality allows passengers to take a 3D tour of the plane before boarding.

The future of virtual reality in tourism does not completely end the need for actual tours. When it comes to presentations, travel planners should think about the advantages of virtual reality in tourism. Consider the coordinator who can do more than hand out a brochure listing possible locations.

How many more customers could a planner get if he could take them on a virtual tour of the streets of Venice before charging them for a trip they might or might not enjoy?

Virtual reality in tourism removes the element of surprise from travel. Thus ensuring that customers have a good time in their chosen destination.

A vacation planning company that uses social media does more than just post pictures of popular destinations. Virtual reality can help businesses stand out from the competition. It allows coordinators to post 3D tours of cities to entice customers to contact them.

There's nothing more frustrating than getting lost on vacation and wasting time. In tourism, virtual reality can assist travelers in locating simple items. These can be a nearby coffee shop, reducing the time it takes to find something that would otherwise take 30 minutes to find to only 10 minutes.

Some Examples of Virtual Reality in Tourism

The Faroe Islands are a group of islands off the coast of Iceland. Once COVID-19 began, the Faroe Islands launched a virtual tourism campaign. This provides people with an alternative to traveling to the location. This was a blessing for everyone who had been isolated all over the world. It allows visitors from all over the world to virtually tour the islands through the eyes of a local. It also allows virtual tourists to track the locals' movements in real-time.

Due to the COVID-19 pandemic, Visit Bristol created an immersive experience like the Faroe Islands. Bristol From Home is a collection of travelers' favorite ideas, inspirations, and resources. These ideas allow you to continue to enjoy Bristol from the comfort of your own home during social distancing measures.

The website offers a variety of virtual experiences. It provides tours of a luxury Victorian ship, hot-air balloon rides, gin tastings, and more, all in one convenient location.

Tour Dubai's awe-inspiring architecture with Dubai 360. It is an immersive virtual tourism experience that allows users to travel the city from a bird's-eye view. It helps you learn everything there is to know about the various locations.

Virtual tourism is available on the Great Barrier Reef. Legendary broadcaster and historian David Attenborough hosts the interactive journey. The journey takes viewers on a tour of the world's largest coral reef system. This is more than just a substitute for Great Barrier Reef tours. It's an experience in and of itself, demonstrating the versatility of virtual tourism.

Virtual tours can serve as a starting point for alternative tourism during the Corona pandemic and even after it is over. Furthermore, there are those who lack the necessary resources, financial capacity, free time, or access.

People with disabilities and limited mobility will be able to experience the sensation of recreation through a virtual tour.

Virtual tours, besides being cost-effective, can be used to promote tourist attractions to central and local governments. It does, in fact, need technological advancements such as 360-degree software, virtual reality (VR), and panoramic images.

With this advancement in technology, virtual tours can now be visualized in 3D, making them more realistic and futuristic. A virtual tour can act as an entrance to entice people to visit these tourist attractions in person.

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The Future of Travel: VR Destinations Unveiled

• May 26, 2023
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The future of travel is evolving rapidly, and one of the most exciting developments in recent years is the rise of virtual reality (VR) as a way to explore destinations.

Thanks to VR technology, travellers and even those who are unable to travel due to various reasons, can now embark on immersive journeys, sampling the sights, sounds, and experiences of far-off lands and attractions without leaving their homes.

Virtual reality has the potential to revolutionise the travel industry by offering new and innovative ways to inspire, plan, and showcase tourism offerings.

According to a McKinsey report, the Metaverse presents a $13 billion opportunity for tourism inspiration driven by digital travel advertising .

Virtual spaces serve as platforms to present hotel amenities, airline classes, or entire landmarks, assisting travellers in decision-making and broadening their understanding of locations.

As technology continues to advance, it is expected that VR’s influence on travel will only grow stronger. For example, many businesses have begun leveraging augmented reality solutions to enrich their customers’ experiences. With virtual reality redefining how people interact with destinations and plan their holidays, the possibilities for exploring the world seem almost limitless.

The Future of Travel

Virtual reality in tourism industry.

Virtual Reality (VR) has been steadily gaining momentum in the tourism industry. With the rapid advancements in technology, it provides a more immersive and engaging experience for travellers.

Gone are the days when people only relied on photos and videos, as VR offers an interactive experience by virtually transporting users to different locations all around the world.

Travel agencies, hotels, and airlines are exploring the potential of virtual reality as a tool for promoting their services and offering their customers a glimpse of their potential destinations. With the ongoing COVID-19 pandemic, virtual travel is seen as a viable alternative for those who cannot physically visit other countries due to travel restrictions and safety concerns.

Virtual Reality offers several benefits to the travel industry:

• Safety : During times when physical travel is restricted, such as the COVID-19 pandemic, virtual travel eliminates the risks associated with international travel. By offering virtual tours, it allows people to explore different places without leaving the comfort of their own homes.
• Eco-friendly : Virtual travel reduces the environmental impact caused by the tourism industry, as it eliminates the need for transportation and large crowds leaving a carbon footprint.
• Accessibility : People with certain disabilities or health issues that limit their ability to travel can now experience new destinations through Virtual Reality.
• Cost-effective : Travelling through Virtual Reality can be more affordable than traditional travel, as there are no additional costs associated with accommodation, transportation, and other expenses.

Despite the potential benefits, Virtual Reality in tourism also faces several challenges:

• Quality : The immersive experience offered by VR highly depends on the quality of the content and the technology used, meaning companies must keep up to date with the latest advancements to ensure a rich, immersive experience.
• Technical issues : VR hardware and software can be prone to technical glitches and errors, which can be frustrating and detract from the overall experience of the user.
• Authenticity : While Virtual Reality can offer a close simulation of certain environments, it may not be able to fully capture the essence of experiencing a new location firsthand.

Exploring Destinations Through Virtual Reality

Immersive experiences.

Virtual reality offers immersive experiences that can transport users to new destinations without leaving their homes. By strapping on a VR headset, one can explore landscapes, historical sites, and exotic locations that may be inaccessible otherwise, bringing the world to their fingertips.

This technology has the potential to transform the travel industry, providing people with a new way to explore and learn about different cultures Is virtual travel here to stay.

These immersive experiences can also have educational benefits, allowing users to gain a deeper understanding of the places they visit virtually. For example, virtual visits to historical sites can be complemented with information and context about events that occurred there, enriching the overall experience.

Virtual Tours

Virtual tours have become more popular in recent years. They use virtual reality technology to offer guided, pre-recorded experiences of various destinations. These tours can be enjoyed through 360-degree videos, interactive maps, and VR headsets, which allow users to freely explore destinations at their own pace.

Not only do these virtual tours make it possible to visit places that may be difficult to access, but they also offer an eco-friendly alternative to traditional tourism. By reducing the need for physical travel, virtual tours can help decrease carbon emissions and mitigate some of the negative effects of over tourism.

However, it’s important to recognise that virtual travel may not be able to fully capture the emotional and sensory experiences of real travel. Thus, virtual reality experiences should be considered as a complementary tool to traditional tourism, rather than a replacement.

In summary, virtual reality offers exciting opportunities for exploring destinations through immersive experiences and virtual tours. By enhancing our ability to discover and learn about new places, VR has the potential to transform the future of travel.

The Impact on Real-World Tourism

Potential to boost tourism.

Virtual reality (VR) has been steadily making its mark in the travel industry, with significant potential to boost tourism even after the pandemic subsides. Inspired by metaverse experiences, the virtual travel industry is now worth a staggering $13 billion.

VR tourism can also play a pivotal role in destination marketing. By showcasing hotel amenities, airline classes, or entire landmarks through virtual spaces, potential tourists can gain a more comprehensive understanding of their chosen destination, aiding decision-making and raising brand awareness for travel businesses.

Ethical Considerations

While VR may have the potential to revolutionise the travel industry, it also raises important ethical considerations to be addressed.

As VR travel experiences become more widespread, developing regions heavily reliant on tourism may face increased competition from immersive virtual experiences. Sustainable tourism efforts could be jeopardised if demand shifts towards virtual alternatives.

Moreover, concerns regarding the environment and climate change must be considered when weighing the benefits of virtual travel. Although VR tourism could reduce the carbon footprint by replacing some physical travels, it might also encourage further travel by sparking interest in otherwise low-profile destinations.

By promoting undiscovered locations, the industry should ensure sustainable and responsible tourism growth while embracing the opportunities presented by virtual reality.

Emerging Technologies and Innovations

Augmented reality.

Augmented Reality (AR) is a technology that enhances the real world with digital information, such as images, videos, and sounds. In the travel industry, AR can provide travellers with a truly immersive experience.

For example, tourists can use AR-based apps to access real-time information about landmarks, hotels, and restaurants while exploring a destination.

In recent years, various companies have developed AR solutions tailored for the tourism sector. These solutions include guided walking tours, access to historical data, and interactive maps that allow users to navigate and explore different attractions seamlessly.

The use of AR in tourism can create a more engaging and personalised experience for visitors , offering an exciting new way to explore destinations.

Holographic Projections

Holographic projections are another exciting innovation in the world of travel technology. These three-dimensional visuals can bring travel experiences to life, offering a captivating and interactive way to discover new destinations.

A key application for holographic projections in tourism is virtual guided tours that enable visitors to explore historical sites, landmarks, and museums. Using advanced projection technologies, tourists can experience realistic and highly detailed holograms depicting various aspects of the destination’s history and culture.

Additionally, holographic projections can be used during the planning stages of a trip. Travel agencies and hotels can showcase holographic representations of the accommodations or attractions, allowing prospective travellers to have a realistic visualisation of what they can expect during their journey.

Both augmented reality and holographic projections are set to revolutionise the way we explore and experience new destinations.

These technologies not only provide an immersive travel experience but also open up opportunities for virtual tourism , giving a wider audience access to locations that may have previously been inaccessible. With the ongoing development and integration of these innovations, the future of travel promises to be more engaging, personalised, and inclusive than ever before.

Preparing for the Virtual Reality Travel Era

Investments and collaborations.

The emergence of virtual reality (VR) in the travel industry has led to increasing investments and collaborations between stakeholders. Companies are recognising the potential of VR to transform travel experiences by offering immersive, interactive, and convenient alternatives to physical travel.

For instance, the metaverse has created a $13 billion opportunity for tourism inspiration, mainly driven by digital travel advertising.

Collaborations between technology companies and tourism boards are becoming more common, as they work together to develop virtual reality experiences that showcase the essence of a destination.

Airlines, hotels, and landmarks can create virtual spaces to promote their offerings, help travellers with decision-making, and provide a glimpse into what they can expect during their visit.

Convention and visitor bureaus around the world are also getting involved in these collaborations, as they recognise the advantages of promoting their destinations through VR.

The technology not only builds excitement around a destination but also has the potential to alleviate over tourism by offering alternative ways for people to explore popular locations without physically travelling there.

Future Outlook

As VR technology continues to advance, the virtual tourism experience is expected to become more seamless and immersive. Augmented reality (AR) and mixed reality (MR) are being integrated into these experiences, providing a frictionless digital user experience that could reshape the travel industry.

The COVID-19 pandemic has further highlighted the need for innovation within the tourism sector, as travel restrictions and social distancing measures have limited traditional tourism activities.

Virtual reality travel experiences can help bridge the gap caused by these challenges and contribute to the recovery of the tourism industry in a more sustainable manner.

In the future, we can expect:

• Wider adoption of VR in destination marketing : As VR becomes more commonplace, an increasing number of destinations will incorporate this technology into their marketing strategies. This will lead to more immersive and interactive experiences for potential visitors.
• Enhanced virtual experiences : Developments in VR technology will allow for more realistic and engaging experiences, enabling users to get a better feel for a destination before they commit to visiting. This could help travellers make more informed decisions and reduce the likelihood of disappointment upon arrival.
• Alternative solutions to over tourism : Virtual reality tourism has the potential to offer unique experiences that don’t require physical attendance, thus reducing congestion at popular attractions.

Overall, preparing for the virtual reality travel era involves fostering investment, encouraging collaborations, and leveraging the latest advancements in VR technology.

As the world continues to adapt to the ongoing pandemic and its repercussions, virtual reality tourism could play a pivotal role in reshaping how we experience and explore new destinations.

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What Is Virtual Reality?

Mind-bending immersion into a digital, three-dimensional simulation is just one $400 headset away.

Virtual reality is a computer-generated simulation that allows users to interact and explore an immersive, three-dimensional environment. The technology’s most recognizable component — head-mounted displays — are built with motion-tracking technology and sensors that can read a user’s every move, then respond accordingly with virtual feedback. The idea is to trick the brain with virtual stimuli, creating the perception that a user is fully present in a non-physical world.  

Virtual Reality Definition

Virtual reality (VR) is a computer-generated, simulated experience that allows users to interact with an immersive, three-dimensional environment by way of pose tracking and near-eye displays.

With VR, people are looking for new ways to explore, educate and escape.

“You put on the headset and it feels like you are in a completely different location,” Bharani Rajakumar, founder and CEO of virtual reality training platform Transfr , told Built In. “It's designed to simulate as many senses as possible, such as vision, hearing, touch — even smell — to create a convincing experience.”

While VR tech remains a work in progress, experts say it’s expanding beyond gaming applications — and on the brink of mainstream adoption.

How Does Virtual Reality Work?

When it comes to VR, the first step is convincing a user they are not where they think they are. That’s accomplished by doubling up the number of screens, then overriding their field of view with a head-mounted display. (The typical screen experience, like on a television or smartphone, is a passive, two-dimensional experience that our brains interpret as a flat image.)

A typical virtual reality headset has two screens built within a pair of high-tech goggles, each projecting a slightly different, mirrored version of the same scene. This mimics our eyes’ natural stereoscopic abilities that help us perceive depth. 

The VR headset combines near-eye display and pose tracking, which enables users to control in-virtual-reality actions with their own real-world movements. Gyroscopic sensors, accelerators and magnetometers help detect orientation and position while the screens play back the scene accordingly. This allows users to not only look around but move around with up to six degrees of freedom (6DOF) in simulated spaces.

For further immersion, headsets include built-in headphones or external audio connectors that output spatial audio in sync with the scene.

Headsets are typically accompanied with other input devices, or motion controllers, for full-body tracking. These come in the form of mice, joysticks, tracking balls, suits and data gloves, depending on the sophistication of a system. Accessories can include omnidirectional treadmills and smelling devices .

The actual believability of a virtual reality system can depend on how well these components are executed in its software. Expansive fields of view, quick frame rates, high-resolution graphics and how well they can pull off object interaction can be crucial to creating a truly immersive experience.

Related Reading Is VR the Next Frontier in Data Visualization?

Types of Virtual Reality

Not all virtual reality systems are created equal. Here are three types of virtual reality that simulate environments to different degrees:  

Non-Immersive

In a non-immersive virtual reality, users can control characters or activities in a 3D world using a computer screen with keyboards, joysticks or controllers, but the environment itself is not directly interacting with the user. Non-immersive experiences, like video games, allow a user to exist within a digital space without displacing them from their physical surroundings.

Semi-Immersive

Semi-immersive virtual reality systems place a user in a 3D environment without incorporating any physical movement. Heavily focusing on the visual element, this type of simulation uses a computer screen and, in some cases, a headset to blend both non-immersive and fully immersive elements. Flight simulators that train airline and military pilots as well as virtual tours used by architects and real estate agents are some real-world use cases of this tech.

Fully Immersive

Fully immersive virtual reality systems place users in a computer-generated environment that is perceived as real. Equipped with powerful computers, head-mounted displays and indicators fitted with sensors, users can interact with the environment as it occurs around them. This type of virtual reality incorporates as many senses as possible, and therefore, requires the most thorough process of data collection in comparison to other systems.

“Top tier virtual reality experiences incorporate haptics ,” said Douglas Sonders, the co-founder of eXpanded eXistence , a startup developing an AI-based surgical management flow tool. “This is when a user wears technology that allows something in the virtual world to ‘touch’ them.”

While virtual reality is designed to transport a user somewhere else entirely, augmented reality (AR) overlays digital elements — like images, animations and sounds — on top of a physical environment, creating an interactive, two-dimensional experience. Both are part of a developing technology segment known as extended reality .

Augmented reality can be accessed via camera and GPS-equipped devices like smartphones, tablets and smart glasses. Photograph filters on Snapchat and Instagram are common applications of augmented reality. The technology became part of mainstream vernacular with the worldwide phenomenon that was Pokémon Go , a mobile game that had on-the-go players catch digital pocket monsters on their smartphone as they traveled from location to location.

“​​So with virtual reality, you feel like you are physically transported to a new space or location,” Rajakumar explained, “whereas with augmented reality you are still in the physical world sitting on your couch, but a digital object appears on your coffee table.”

The combination of both virtual reality and augmented reality result in a third technology known as mixed reality , where digital elements are superimposed over a simulated rendering of a real-world environment.

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Uses of Virtual Reality

Virtual reality isn’t solely reserved for goggled gamers bumping into furniture as they sword-wield their way to save the princess. While gaming is at the frontier of virtual reality development, it turns out that there are a number of valuable use cases for total digital immersion.

“At first glance, virtual reality may seem like a fun toy, but it actually can be incredibly powerful for users,” Sonders said. “It has the ability to actually train the brain new skills by tricking the body into feeling like it is in the virtual environment.”

For example, professional race car drivers use VR headsets and racing rigs to train their muscle memories on real tracks ahead of a race — without the fear of crashing. The same goes for flight training .  

Student engagement is in constant study across all levels of academia as teaching methods evolve in a digital age. One study found that immersing students in a virtual environment can form deeper cognitive associations with educational content, enhancing learning, recall and retention in students. Virtual reality may also aid in accomplishing classroom tasks and alleviate dropout rates .

“Imagine showing [students] a film about biology or space and letting them see and experience things in an immersive way that touches their imagination instead of just getting them to repeat stuff from a book,” said Vasily Petrenko, CEO and co-founder at virtual reality park company Another World . Virtual field trips could take entire classrooms to space or the tip of Mt. Everest, he added.

Virtual reality’s ability to set users in a simulated environment and lifelike scenarios without any real risk is ideal for training purposes across sectors. Active learning enables people to learn faster, retain more information for longer and fail less often. This means that emergency protocols, disaster preparedness, hazardous material spills and heights training can be safely taught with unlimited, risk-free attempts at a fraction of the cost.

And, in less extreme cases, companies are also using virtual reality to foster soft skills, such as inclusivity and empathy , in their company cultures. Those trained by virtual reality completed the course four times faster than their classroom counterparts at a confidence rate that was 40 percent higher, according to research conducted by PwC.

Architecture, Engineering, Construction

Applied to these fields, virtual reality offers designers to experience spaces before they’ve even broken ground. This tech can be used as a tool to create one-to-one replicas to better communicate ideas and nail down exact details from scale and lighting to detail components and materiality.

In medicine, virtual reality is already being used by surgeons to access 3D anatomical images for preoperative preparation and relay medical references and information mid-procedure, without infecting an operating room’s sterile field . Computer modeling and simulation guides the hands of next generation medical professionals by delivering low-risk testing environments as well as expanding the reach of hospital staff through complex telemedicine services.

Emma Ridderstad, co-founder of immersive learning platform Warpin , detailed how her company’s tech has assisted in patient care at children’s hospitals in Sweden.

“We created meditation simulations that take users to the serene Swedish countryside and beautiful coastlines to relax, decompress and admire the natural surroundings,” Ridderstad said, noting how the donated headsets have helped patients heal while affording parents a short break from lengthy hospital stays.

Researchers have been experimenting with virtual reality tech for therapeutic applications. To date, virtual reality has been used in tandem with other methods to treat psychiatric disorders from anxiety and PTSD to addiction and schizophrenia. Health tech startups have also explored pain management for patients with acute and chronic conditions.

Virtual reality systems have also been implemented to help show off real estate properties, walk potential guests through hotels and resorts before booking and make travel more accessible. Globally, the market was valued at $385 billion in 2022 and is expected to grow to $847 billion by 2028, according to Market Data Forecast.

Remote Collaboration

Remote work is here to stay. Still, that doesn’t mean all the shortcomings — especially as it relates to team bonding and collaboration — have been answered. Virtual reality may provide a way for coworkers to step into Zoom meetings, give presentations, conduct negotiations, share projects, collaborate and stream events in real time.

Related Reading How Virtual Reality and Augmented Reality in Healthcare Is Changing Medicine

Virtual Reality Examples

Meta quest 2.

A rebrand of the original ‘Oculus’ product series, the Meta Quest 2 is an all-in-one, standalone virtual reality headset, meaning that it does not require a console or personal computer to operate. Aside from being cordless and tangle-free, this device features sharp resolution displays and powerful processing speeds. It has also added outward-facing cameras that provide accurate 6DOF motion tracking and motion controls.

PlayStation VR2

The PlayStation VR2 is a tethered virtual reality system known for its stunning graphics and advanced tracking technology. Projecting high-resolution visuals on 4K HDR displays, the system brings a fully immersive experience to the consumer market by combining subtle headset vibrations, surround sound and sophisticated eye tracking with finger touch detection, haptic feedback and adaptive triggers from handheld input devices.

Valve Index VR Kit

Designed with PC gamers in mind, the Valve Index VR Kit is a tethered system that has wowed consumers with its finger-tracking controllers. These dual-knuckle controllers provide “a more natural, immersive feel” with a grip-molded handle that rests over the top of a user’s hand, a front trigger, circular control surface and a wrist strap.

Future of Virtual Reality

Virtual reality is still in its infancy; however, the fact that these systems have already made it on the shelves of the commercial market shows promise for the next stage of their development. As demand increases, so does competition.

The Possibilities

Future trends indicate that virtual reality systems will become more affordable and more accessible. All classes of extended reality — virtual, augmented and mixed — will continue to develop side-by-side across various applications.

Head-mounted displays and other essentials will become more sleek and compact, eventually resembling a pair of everyday sunglasses or come in the form of high-tech contacts, Sonders said.

Multi-sensory experiences will become standard, thanks to advances in haptic feedback and wearable odor generators, and AI-enhanced, personalized interactions are to be expected. 

“In the future, it might be possible to have someone touch and feel something in virtual reality,” Petrenko said. “We’ve already seen some stuff with vibration jackets that will stimulate someone in a game, like a zombie shooter, where you will feel a scratch on your body.”

The Challenges

This advancement, however, is slow moving. Immersive devices are expensive, bulky and complex to set up and operate. And while there are technical hurdles, such as stalled latency rates and demanding bandwidth, consumer perception remains low. Only 25 percent of adults living in the United States own or have interacted with a virtual reality system, with 64 percent of the 72,000 respondents expressing no interest in owning a headset , ARtillery Intelligence reported.

“One of the main problems at the moment is that this technology isn’t available everywhere, but all that’s about to change,” Ridderstad said, noting Apple’s June 2023 announcement that the tech giant is entering the industry with its debut device, Vision Pro . 

Once businesses begin to invest in virtual reality, truly showcasing the added value that this technology can provide, that’s when these systems will start to break through to the mainstream. The sooner virtual reality is adopted as a method for communicating, educating and training rather than a novelty, she said, the sooner this technology will be adopted en masse for practical purposes.

One of those, amid the rise of AI and robotics, may be imparting human intelligence, like empathy and creativity, into machine learning algorithms and deep learning architectures that are likely to shape multiple modes of future tech.

Moving too fast could prove consequential.

“This technology, if used correctly, has the potential to change our society in the same way that the internet did, but if we don’t fix the problems that the internet brought with it, then these will follow us into the world of virtual reality,” Ridderstad said. “Rather than looking at immersive technology as a separate industry entirely, we must look at it as the evolution of the existing internet. Instead of being online on a two-dimensional screen, you are going to be on the inside and experiencing it from wherever you are.”

Frequently Asked Questions

When was virtual reality invented.

Harvard computer scientist professor Ivan Sutherland and his student Bob Sproull created the first virtual reality system, named the Sword of Damocles, in 1968. It featured a head-mounted display, which suspended from the ceiling , and three-dimensional tracking capabilities. 

Why does virtual reality make me sick?

While a user’s eyes tell their brain that the body is in motion, their inner ear transmits that the body is actually static in a room. These conflicting signals can develop feelings of nausea that are linked to visual-induced motion sickness, coined cybersickness. 

Is virtual reality bad for your eyes?

Currently, there is no research that supports long-term damage to eyes when using virtual reality; however, the tech has been linked to eye strain and discomfort due to temporary muscle fatigue. Too much screen time in general is linked to myopia, an eye condition that results in blurry distance vision.

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AI and Film 2024 • FILM 485 • PROFESSOR GREGORY ZINMAN

A Promising Future with Virtual Reality

From watching The Matrix (1999) this week, I became interested in exploring virtual reality (VR) spaces and AI in our modern time today. There has been a lot of media coverage and research on VR and gaming for recreational use, but I wanted to find other sources where VR could actually be useful in a practical sense. Luckily, I came across this Ted Talk in which Kristen Tamm discusses the benefits of VR and AI in education. He explains how VR spaces can help students in the classroom gain more connections to real world applications. It can also positively impact student engagement where students feel more confident and motivated to learn. Tamm and his team have created a VR arcade company for children, and one of the games was created as a job simulator. It allowed individuals to choose a job and experience what it would feel like to work and be in the same environment. They noticed how players would try and perform certain acts to explore the possibilities of what could happen in that specific scenario or job position. For instance, if they were an office worker, some tried pouring coffee into a printer just to see and discover what could happen. From there, Tamm questioned if more learning games like the job simulator could be beneficial for educational purposes. So, he and other scientists decided to create VR learning experiences for major topics like physics and chemistry. Other VR learning programs have also included: lab trainings, field trips, and skill trainings. Tamm and his team have further created a ChatGPT chatbot for students who find themselves in trouble and need additional help while in VR. 

In learning about these VR programs, I think they are very beneficial for students as it allows for an immersive, hands-on experience with class material and the virtual world. As a student, I would have really appreciated this type of technology, especially when taking physics as it heavily involves applications. With a VR experience, it would have created a pathway for me to apply what I learned in class (i.e., physics formulas and problem sets) to real-world scenarios (i.e., examining the acceleration of a car). Thus, I would have felt more engaged with the class material and eager to learn more. Also, I think VR learning programs are beneficial because they create a trial and error model where students can experiment and discover many different scenarios in a virtual sense without experiencing any real-world consequences. Thus, students are free to make mistakes without any drawbacks along with the added benefit of receiving additional help from programs like ChatGPT. 

After watching The Matrix , I noticed how VR learning programs closely mimic the virtual experiences in the film. For instance, Tamm’s VR learning programs are reflective of Morpheus and Neo’s training programs, which are set inside a world they simulated apart from the matrix. In both scenarios, they all are receiving a sort of learning whether it involves chemistry or martial arts. Additionally, they both have the freedom to make errors without facing any major consequences. In Morpheus and Neo’s case, they can still survive and keep their mind and physical body intact. Another similarity that I noticed was how Tamm’s ChatGPT function could reflect “Tank” and his abilities to help the other characters in the film when they need help in the matrix. With a simple call, Tank could give them special abilities or get them out of the matrix. 

In essence, I really believe that VR and AI technologies can transform education and have a positive impact on student learning. It can foster better classroom engagement and create a better working environment for students. While I believe in its promise, I do question if it would become too reliable for teachers and their styles of teaching. Will they only use VR when giving students examples and activities for class material? Will there be other methods to involve engaging, fun real-world scenarios without relying too much on VR to generate those experiences? In these instances, I hope there will be a balance between VR and real world scenarios because I believe both are important in fostering an enriching environment where students can have access to all possibilities that would aid in their learning experience. 

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Next-gen entertainment: Exploring future trends in Android apps

T he Android development ecosystem is a vibrant and all-time-changing subject, teeming with cutting-edge technologies, innovative trends, and immense potential. In the context of the year 2024 and beyond, the situation is welcoming every revolution affecting mobile app development, that will mold the upcoming chapter of it. Secondly, among the multiple changes that Android apps are to experience, the manner in which entertainment will be delivered will have to undergo notable upgrading, spearheaded by emerging trends and technologies. From the adoption of iGaming apps and the emergence of the best android casinos to the application of AI and AR shows that the Android entertainment app space is increasingly changing fast. Let”s take a closer look at the key tendencies that are poised to revolutionize the world of multimedia in the future, regarding the opportunities Android gives.

Emerging Trends in Android Entertainment Apps

Within the vast realm of entertainment apps, a notable trend has emerged with the surge of iGaming applications. Among the leading trends, there is the explosion of iGaming apps, this denoted the rising need for fun gaming experiences with a lot of dynamics. On Android smartphones, both blackjack apps and virtual casinos are working hard to produce a different experience for the end users in the development of the iGaming apps.

Online gambling ventures through iGaming have picked up great momentum, with them hitting the top of the users’ interest list through their immersive gameplay and real-money betting experiences. It is a blend of old-fashioned land-based casino games and cutting-edge mobile tech, offering the ultimate convenience to players who can play on the go at the best android casinos. iGaming apps like blackjack apps and many more are being used by players in ever-increasing numbers, and that drives app developers to innovate to come out with exciting games and features that meet the requirements of diverse age groups of players. Considering this usage, Android platform users can access iGaming applications readily to complement their entertainment features, thus, the future of mobile gaming and digital entertainment becomes more versatile and interactive.

5G Ushers in a New Era of Speed and Connectivity

One of the key driving forces behind the evolution of Android entertainment apps is the advent of 5G technology. By offering new features and services through 5G technology , customers are able to experience mobile entertainment in a different, and better way, where they will enjoy the superior speed of 5G and its reliable connection. The ability to stream HD videos or play real-time multi-player gaming without lag or buffering is something any user should come to expect, either on their smartphone or through their apps operating on Android.

Augmented Reality and Virtual Reality Take the Lead

Another trend that is affecting the future of Android entertainment applications is content delivery and consumption anytime and anywhere with the help of augmented reality (AR) and virtual reality (VR) technologies. With the arrival of these immersive technologies, and them becoming more and more available to developers and consumers alike, it is expected that AR and VR tools for use in entertainment will grow. From storytelling where users interact directly, to VR park experiences, the artistic possibilities for entertainment apps are virtually limitless.

The Rise of Low-Code/No-Code Development Platforms

There is also the rise of low-code/no-code development platforms which are responsible for the democratizing process of the App development. And simultaneously they are empowering idea creators to execute their thoughts even without possessing technical skills. These platforms have an easy-to-use drag-and-drop interface with pre-existing templates so developers are able to prototype and deploy Android entertainment apps without many technical difficulties.

Artificial Intelligence (AI) and Machine Learning (ML) Power Smarter Apps

Artificial intelligence (AI) and machine learning (ML) are also playing a pivotal role in shaping the future of Android entertainment apps. AI plays a cyclic role in this scenario: it improves user experience through personalization, and as the users adopt the features, they drive more engagement. As these technologies are going to reach the level of maturity, we can expect there will be even more and more advanced Android apps equipped with cognitive or affective capabilities, and powered by AI.

Enhanced Focus on App Security and Privacy

Apart from increasing useful features and usability, the next Android entertainment apps will also bear quality assurance attributes like anonymous and private use. In this case, where cases related to data breaches and online privacy concerns are on every news, the coders are focusing strongly on the security factors that can be used to protect user information and build trust among the audience.

Predictive Analytics for Personalized User Experiences

However, it also seems that predictive analytics may succeed in transforming user’s experience in Android entertainment apps. Through the process of analyzing the person’s decisions and preferences, the developers can provide individualized experiences and meet the standards of what the users like. These oriented-to-user techniques are purposed not only to enlarge the app installations but also to build lasting downloads and usage among consumers.

Final Thoughts

To conclude, Android applications as entertainment programs are already bringing a lot to the table, but this is just the beginning. By connecting 5G power with AR and VR technologies unlocks a whole new level of possibilities for Android apps to be the source of new entertainment experiences and redefine the mobile device-based game. With the following rapid developments in machine learning (ML), artificial intelligence (AI), and predictive analytics, developers now have at their disposal the tools they require to create highly personalized and interactive experiences that accommodate the differing tastes and preferences of this world’s modernized tech-savvy users. As we embark on this journey into the future of Android app development, one thing is clear: the possibilities are endless, and the only limit is our imagination.

The post Next-gen entertainment: Exploring future trends in Android apps appeared first on Android Headlines .

• Leaders prioritize investments in three areas: operational improvements; big data, AI, and analytics; and e-commerce.
• Within e-commerce, they’re prioritizing investing in retail media networks, marketplaces, and social commerce.
• Innovation leaders take a bold approach, shifting customer expectations rather than following trends; accelerating their activities by collaborating with third parties and acquiring capabilities; and investing in multiple initiatives at once.

Subscribe for more insights on the retail industry

Retail Industry

/ report, the innovation edge for retailers.

By  Chris Biggs ,  Khaled Tawfik ,  Jennifer Aylwin ,  Tanmay Jain ,  Daniel Gospodinov , and  Allison Zeller

Key Takeaways

Social channels where a shopper can buy something with a single click. GenAI -assisted shopping. Virtual stores in the metaverse. Hyper-personalized, gamified experiences embedded in shopping journeys. Near-instant delivery.

Retailers are innovating more and faster to keep pace with changing consumer behaviors and preferences. Innovation gives them an edge, a key source of competitive advantage and resilience. According to new research from BCG and the World Retail Congress, retailers with industry-leading innovation practices perform markedly better than their peers.

Our survey of more than 400 executives from a cross-section of retail sectors worldwide found that innovation leaders invest significantly more in innovation and achieve a higher ROI. (See Exhibit 1.)

Investing in Innovation

According to our research, both retail innovation leaders and laggards expect to increase how much they invest in innovation in the next three years; leaders anticipate spending 38% more, while laggards will spend only 8%.

Leaders prioritize innovation investments in three areas: operational improvements; big data , AI, and analytics, and e-commerce. (See Exhibit 2.)

Operational Improvements

Retail executives are addressing cost pressures across their value chains by investing in process innovation and automation to improve and streamline operations. They often pass part of the resulting savings to increasingly value-driven consumers.

Big Data, AI, and Analytics

Leaders are developing roadmaps for targeted big data and AI use cases to drive significant changes in top- and bottom-line growth. Many are experimenting with GenAI to prove its value for creative content, customer support, and administrative and operational tasks, among other areas.

Retailers are embracing new forms of e-commerce to meet consumers’ increasingly sophisticated needs, grow gross merchandising value (GMV), and improve profitability. Innovation leaders are investing in the following areas in particular.

Retail Media. Inventive retailers set up retail media networks so brands and other third parties can buy advertising space on the retailers’ owned properties, including stores, websites, and apps. Retailers use the data they gain from their close proximity to customers to offer targeted, high-conversion advertising opportunities to suppliers and other companies. In return, they earn margins of up to 60% or 70% of collected advertising revenue, significantly higher than traditional retail margins. One way companies with mature networks are expanding their activities even further is by selling ad space offsite, including programmatically across the web and on social media. They’re also giving advertisers the ability to target specific customer audiences to generate better returns on advertising spend (ROAS) and visibility into the impact through sophisticated measurement tools. And they’re offering advertising services to companies beyond their existing suppliers.

Marketplaces. More than four in ten innovation leaders in our survey have invested in marketplaces, the online platforms that let them collect commissions on goods listed and sold by third parties. Marketplaces help retailers quickly scale their range of products while simplifying internal operations; generating rich, insightful data; and driving superior profitability and ROI. This advantage helps explain why marketplaces have become the prevalent business model in retail e-commerce, generating more than two-thirds of all e-commerce sales. However, these platforms remain a relatively new phenomenon. In many geographies, there are no well-established marketplaces in many product categories—which opens up opportunities for first movers to scale quickly. Innovative retailers are taking their marketplace ventures a step further, creating platforms that are category-specific, offer low prices, or blend games and entertainment with buying.

Social Commerce. The convergence of social media and e-commerce enables brands, influencers, and other sellers to pitch products directly on social platforms in an engaging way, creating stronger shopper interest and higher conversion rates. Social commerce is more prevalent in the East, and covers a variety of emerging formats, including livestreaming and group purchasing opportunities. In China, social commerce already accounts for one out of five e-commerce purchases, and continues to grow. It’s also picking up steam in the West.

Retail Innovation Success Factors

Innovation leaders adopt a bold approach. They use innovation to shift customer expectations rather than launching initiatives solely according to what customer say they want. They identify areas where they can accelerate innovation by augmenting internal operations with external capabilities, including by collaborating with third parties and acquiring new capabilities. And they maximize their anticipated ROI by investing in multiple innovation initiatives at a time rather than focusing on one or two.

In addition, leaders’ winning approach is built on six success factors that separate their performance from that of other retailers. They align priority innovation areas with strategic goals; build a culture that fosters grassroots innovation, and invest in modern modular technology and data infrastructure. They also establish innovation teams and agile ways of working, adopt a risk assessment framework that allows them to take on higher-risk experiments and projects, and establish a dedicated innovation budget and governance.

Managing Director & Senior Partner; Global Leader, Retail Sector

Managing Director & Partner

Retail Strategy Expert

Washington, DC

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