Exploring the Metaverse: The Future of Tourism Through AI and Virtual Reality

Introduction

Tourism is a significant contributor to the global economy, generating trillions of dollars in revenue each year (Chuang et al., 2017). With the rise of digital technologies, the tourism industry has undergone significant changes in recent years. The Metaverse is the next frontier in digital technology that is set to disrupt the tourism industry (Gursoy et al., 2022). The Metaverse is a virtual world where people can interact with each other and with digital objects in a three-dimensional environment. It is an immersive and interactive experience that has the potential to revolutionize the way we travel and experience new places (Buhalis, 2020). The technological revolution in the tourism industry has transformed traditional travel processes, with the emergence of online travel agencies (OTAs) replacing traditional travel agencies. Virtual technologies, especially virtual reality, have become increasingly popular in tourism guiding, especially during the COVID-19 pandemic (Buhalis et al., 2023). This has impacted the tourist experience, and as a result, virtual reality and remote guiding techniques have become increasingly prominent in the tourist guide profession. Virtual reality applications have given rise to new concepts, as tourists are no longer simply visiting places or destinations, but are seeking experiences and emotions (Bui, 2023). Virtual reality travel guide projects focus on meeting the needs of the public and tourists by emphasizing “edutainment” to enhance their effectiveness (Putu et al., 2020). In summary, the emergence and growth of virtual technologies have revolutionized the tourism industry, with virtual reality becoming an increasingly important tool in tourist guiding. Tourists are seeking experiences and emotions, and virtual reality travel guide projects are meeting this need by emphasizing “edutainment” (Hultman et al., 2015).

The concept of the Metaverse has been around for several years, but it is now gaining momentum as a potential game-changer in the tourism industry. The Metaverse is a virtual world that is created using artificial intelligence and virtual reality technology, which allows users to interact with each other and explore virtual environments in real-time (Gomes et al., 2012). With the COVID-19 pandemic still impacting the tourism industry, the Metaverse could provide an alternative way for people to experience travel and tourism without leaving their homes. In this paper, we will explore the potential of the Metaverse as the future of tourism, and how it can transform the way we experience travel.

The tourism industry has already embraced digital technologies to enhance the travel experience for customers. However, the Metaverse takes this to the next level by providing an immersive experience that feels like a real-world visit. According to a recent report the Metaverse could become a $1 trillion market by 2030, driven by increased demand for virtual experiences across various sectors, including travel and tourism (Wasserman, 2021). This shows that the potential for the Metaverse to transform the tourism industry is immense. The Metaverse can offer a range of benefits for tourists. For instance, it can allow tourists to visit destinations that are difficult or impossible to access in the real world, such as underwater or space environments (Rehm et al., 2015). Virtual reality can create realistic simulations of these environments, providing an immersive experience that feels like the real thing (Nyagadza & Chigora, 2022). Additionally, the Metaverse can enable tourists to explore different cultures and historical periods without leaving their homes, providing a unique educational experience.