disadvantages of virtual tourism

Exploring the World of Virtual Tourism: Advantages, Disadvantages, and Frequently Asked Questions

At the height of the COVID-19 pandemic, when most were stuck at home due to travel restrictions, there was a surge in virtual tourism. Heck, I helped one of my clients launch daily live-stream broadcasts via several social media channels (Facebook, YouTube, and Twitter) to stay connected with existing clients and fans. The success of the live streams, which had different Blue Badge Tourist Guides showcasing London, led to the development of virtual tours as a new product offering. So what exactly is virtual tourism? Below I provide insight.

What is virtual tourism?

Virtual tourism is a digital experience that allows people to virtually “travel” to destinations or experience a tourist attraction without leaving their homes. It uses a combination of technical components such as virtual reality software, audio, video, images, narration, etc. Virtual tourism experiences can be recorded or live-streamed interactive presentations with knowledgeable and engaging tourist guides.

Virtual tourism aims to create a near-life touring experience of a particular destination or tourist attraction. Virtual tourism can provide a glimpse of what a destination or tourist attraction has to offer; it can also be used to plan a future in-person trip.

How big is the virtual tourism market?

In-person travel continues to rebound from the COVID-19 pandemic, but the global virtual tourism sector continues to be pushed forward by major VR technology players like Google, GoMeta, Valve, Ximmerse, Samsung Electronics, Microsoft Corporation, Sony Interactive Entertainment and Oculus VR LLC owned by Facebook.

The goal is not to replace in-person travel but complement and also reach new markets; for example, school groups and older people with discretionary income who cannot travel due to health and limited mobility. And according to Market Research Data, “the global virtual tourism market was worth US$ 5 billion in 2021 and is predicted to reach the valuation of US$ 24.10 billion by 2027.” Essentially, virtual tourism has always been a business opportunity within the travel industry, and in recent years due to the lockdown from the COVID-19 epidemic, more people are aware of the offering and now ready to accept it.

What are the different types of virtual tourism?

At the core of each virtual tour are photos and videos with narration, often by a knowledgeable tour guide stitched together to create a virtual experience. The technology allows virtual tourists to have an immersive exposure to a location, activity, or destination. There are several different types of virtual tourism, including:

Virtual reality (VR) experiences:  Virtual reality technology creates a fully immersive, computer-generated environment that allows users to explore a destination as if they were there. This can be done using VR headsets, which provide a fully enclosed view of the environment, or through virtual reality apps on a smartphone or tablet. Virtual reality experiences can give a realistic and engaging way to explore a destination, allowing users to look around and interact with the environment as if they were physically there.

Example: A virtual reality experience might allow users to explore the streets of Paris, walking around the city, and visiting popular attractions such as the Eiffel Tower or the Louvre Museum.

360-degree videos:  These videos are created using multiple cameras that capture footage from all angles, allowing users to look around and experience a destination from different perspectives. 360-degree videos can be viewed on a computer or mobile device using a special player that allows the user to pan and zoom the video to look around. This type of virtual tourism can provide a more interactive and immersive experience than traditional videos.

Example: A 360-degree video might allow users to experience a safari in Africa, looking around and seeing the animals up close.

Interactive maps and panoramic images:  These tools allow users to explore a destination by navigating through high-resolution photos or maps. Users can zoom in and out to view different parts of the area, providing a more detailed look at a destination than a traditional map or photo. These tools can also include additional information and highlights of popular attractions, making them a valuable tool for planning a trip.

Example: Interactive maps and panoramic images: An interactive map might allow users to explore the ruins of an ancient city, such as Pompeii, and learn about the different buildings and artifacts that have been preserved.

Augmented reality (AR) experiences:  Augment reality technology can be used to add digital elements to a real-world environment, providing an enhanced view of a destination. For example, an augmented reality app might show the locations of popular attractions overlaid on a live view of the destination or provide additional information about a particular place when the user points their device at it. Augmented reality experiences can provide a unique and engaging way to explore a destination and learn more about it.

Example: An augmented reality experience might provide additional information about the history of a particular building or monument when the user points their device at it, providing a more engaging and informative way to explore a destination.

Live streaming events:  Some destinations offer live streams of popular attractions and events, allowing users to experience them in real time from wherever they are. This can be a great way to see a destination without traveling there or get a sneak peek of a live event or attraction before visiting in person.

Example: A live stream might show a carnival parade or concert at a popular music festival, allowing users to experience the event from their homes as if they were there.

Virtual tours with a guide:   Virtual tours with a guide are a type of virtual tourism in which a real-life tour guide gives an online presentation or interactive workshop showcasing destinations or tourist attractions using a video conferencing platform, such as Zoom or Skype. Virtual tours can also provide an opportunity to interact with the tour guide or other viewers, adding a social aspect to the virtual tourism experience. This type of virtual tour can be a great way to learn about a destination or tourist attraction and have a more personalized experience without having to travel there physically.

Example: A London Blue Badge Tourist guide presents an interactive presentation via video conference service Zoom with attendees getting a virtual tour of the British Museum, learning about the different museum exhibits and artifacts.

What are some examples of virtual tourism?

There are different types of virtual tourism due to the technology used during development. For instance, complex designs require more than an ordinary smartphone to operate. Some involve a tour guide giving an immersive presentation via Zoom. Below are the five primary types of virtual tourism.

A virtual tour trial before a service or purchase

This particular type of virtual tour (often with a virtual reality headset) allows potential guests to view the services being offered on a tour destination beforehand. This type of virtual tourism is effective, especially when a service or product cost is expensive.

One that tours nonexistent areas

This virtual tour is unique as it allows tourists to visit nonexistent places. It typically enables users to explore and connect to people or things in this imaginary destination using an avatar.

A virtual tour to inaccessible places in real life

This unique type of virtual tourism takes you on a journey to locations that are usually restricted or challenging to access, like Plymouth, the former capital of Montserrat, now buried under volcanic ash.

Virtual tourism of ancient places

This digital tour type teleports you to past destinations while you sit comfortably at home. In other words, this tour type gives you the privilege of visiting locations that no longer exist.

A virtual tour across the globe

Google Earth is one of the most reliable virtual tours for giving precise directions or showing you specific tourist destinations. At the touch of a button, you explore any region around the world with ease.

Other virtual tourism examples include:

A virtual tour of the planet Mars

A trip out of this world and one that’s worthwhile is none other than that on the red planet. Although no one on earth has ever landed on the Martian surface, a virtual tour of the planet Mars courtesy of NASA and Google takes you there through images and video recorded by the Mars Curiosity Rover.

Hiking on the Great Wall of China, a UNESCO World Heritage Site

A visit to a historic site like the Great Wall of China is usually an adventure of a lifetime. Virtual tourism allows you to hike the great wall of china without any physical effort. The virtual destination covers six and a half miles between the Simatai and Jinshanling walls, with expansive views of china.

Aerial views of Mount Everest from a helicopter

Flying across Mount Everest entails a lifetime of training, and the opportunity is often hard to come by. Luckily, through a virtual tour, your view of Mount Everest is similar to that of a helicopter rescue pilot, with no risk, of course.

Getting a close-up view of the Niagara Falls State Park

With access from Canada and the United States, national parks like Niagara Falls State Park is often brimming with tourists. Thus, via a Niagara Falls virtual tour, people at home can get a most immersive experience away from all the hustle and bustle while taking in the spectacular views of the falls.

What are the advantages of virtual tourism?

Below are the main advantages of virtual tourism for both the tourist and the tourism industry.

Convenience: Virtual tourism allows people to visit and explore new places without the need for physical travel, which can be time-consuming, stressful, and expensive.

Freedom and Flexibility:   Virtual tourism gives potential customers the freedom that a typical tour wouldn’t. For instance, you can easily climb Mount Everest virtually while wearing your flip-flops. In terms of flexibility, you plan any trip as per your schedule or time zones, making it quite convenient.

Accessibility:  Virtual tourism makes it possible for people with mobility issues or other physical limitations to visit and explore places that may otherwise be difficult or impossible for them to access.

Affordability:  Virtual tourism can be a more affordable option compared to physical travel, as it eliminates the need for airline and accommodation costs. Most often, all a consumer needs is access to a computer or smartphone connected online.

Eco-friendly:  Virtual tourism can provide a more eco-friendly option than physical travel. By eliminating or reducing the need for international travel, virtual tourism can reduce carbon emissions associated with travel, helping to protect the environment.

Extend tourism season:   Virtual tourism can extend the tourism season for tour guides. For example, tour guides can do in-person tours of a tourist attraction or destination during the busy spring and summer. In the off-season, these tours can be customized and presented virtually.

It can stimulate in-person tourism:  Virtual tourism can be used as a marketing tool to promote the actual tourist destinations being mimicked. Tourists can purchase a flight ticket or book a hotel service based on their virtual experience. Essentially a virtual tour can be part of the early stages of research for a trip.

Virtual tourism can also provide a more personalized experience, as viewers can choose the exact locations they want to visit and explore at their own pace. This can be especially beneficial for people interested in specific places or attractions who want to learn more about them.

What are the disadvantages of virtual tourism?

While there are many benefits of virtual tourism, as outlined above, a few disadvantages come with them.

Lack of physical interaction: Virtual tourism cannot fully replicate the experience of being in a destination and interacting with the environment and people.

Limited immersion:  While virtual reality technology can create a more immersive experience, it still cannot fully replicate the sensory experience of being there in person. For example, virtual tours cannot capture a destination’s smells, sounds, and tactile sensations.

Accuracy:   While virtual tours can provide a sense of being in a place, they may only sometimes accurately represent the destination. For example, pre-recorded videos may not capture the current state of a location, or live streaming may not provide a comprehensive view of the destination.

Technical limitations:  Virtual tourism relies on technology, and there may be technical issues or limitations that can affect the quality of the experience.

Limited social interaction:  There is usually no or limited social interaction and no connections at a personal level. Although this might be ideal for some, others might find the entire experience dissatisfying.

Virtual tourism is inaccessible in some regions:  A strong internet connection is needed for a successful virtual tour, which might pose a challenge, especially when you’re living in a remote area.

Less economic benefits from virtual tours:  Virtual tours contribute less to the economy since they don’t require much, and in the end, you end up spending less.

Undertourism:  Virtual tourism also has the potential to negatively impact the tourism industry and the local economies of destinations. While virtual tourism can provide an affordable option for some travelers, it may also reduce the number of people visiting a destination in person, which can have negative economic consequences for the local community.

Despite these limitations, the growth of virtual tourism continues to increase and provides a unique and engaging way for people to explore new places and experience new things. As virtual tourism technology improves, virtual tours are likely to become even more immersive and realistic, providing an even more authentic experience for virtual travelers.

Frequently asked questions about Virtual tourism.

What is the difference between virtual tourism and virtual reality tours?

Virtual tourism can be defined as using technology to create an artificial tourist destination that mimics a real one, therefore enhancing the experience. On the other hand, virtual reality is the illusion of mimicking reality using digital platforms, with a concept that entirely relies on technology in place.

Is virtual reality bad for your eyes?

Virtual reality is being upgraded, and its technology is also advancing. Therefore, it’s always advisable to limit the time spent using virtual reality headsets and also pay attention to the warning signs that come with them.

Can virtual tourism replace physical travel?

While virtual tourism can provide a similar experience to physical travel in some ways, virtual travel experiences cannot fully replace the real world experience of being in a destination and interacting with the environment and the people there.

Is virtual tourism only for people who cannot physically travel?

Virtual tourism can be enjoyed by anyone, not just people who cannot physically travel. It can be a convenient and affordable option for anyone who wants to explore new places without the need for physical travel.

Is virtual tourism only for exploring destinations?

Virtual tourism can be used for more than just exploring destinations. For example, it can also be used for virtual events, such as concerts or conferences, allowing people to participate from anywhere in the world.

Is virtual tourism costly?

During the pandemic, many virtual tours were offered free of charge. For instance, through a partnership with more than 2,500 museums and art galleries across the globe, Google Arts and Culture has come up with free virtual tours. A few museums you can tour virtually include The Louvre in Paris, New York’s Museum of Modern Art, and the Van Gogh Museum in Amsterdam.

What about paid virtual tours?  Below are examples of travel companies offering a variety of virtual tours or travel experiences for a fee.  Pricing is quite varied and depends on a number of variables (i.e., recorded vs. live, technology and tour complexity, etc.)

• Guide London – led by Blue Badge Tourist Guides, they offer private virtual tours of London on famous landmarks, tourist attractions, or themes of interest (i.e., Royal London, London Street Art, Legal London, etc.)
• Avital Tours – they offer virtual events all themed around food and drinks (i.e., cooking classes, mixology, etc.).
• Clio Muse  – they offer self-guided audio tours from 23 different countries across the globe.
• Context Travel – led by local scholars, they offer online seminars and courses highlighting popular travel destinations worldwide.
• Museum Hack – they offer virtual team building and online storytelling workshops.
• Airbnb Online Experiences  – they offer online tours and experiences led by locals from across the globe.

Ursula Petula Barzey is the Founder of Moxee Marketing and has  20+ years of business development and marketing (traditional and digital) experience working in the United States and the United kingdom for a wide range of international and SME companies.

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Pros and Cons of Virtual Tourism

In a world where travel has become a distant memory, virtual tourism has emerged as a viable alternative. With its promise of accessibility and cost-effectiveness, it offers a chance to explore the world from the comfort of one's own home.

However, as with any innovation, there are pros and cons to consider. From the potential for cultural immersion to the limitations of the physical experience, virtual tourism presents a complex landscape.

Let's delve into the advantages and disadvantages of this new way of exploring the world.

Key Takeaways

• Virtual tourism allows individuals to explore global destinations from the comfort of their own homes, breaking down barriers for those with physical disabilities or limited mobility.
• It provides access to off-limits or restricted destinations, offering the opportunity to visit exclusive places without the need for expensive flights, accommodations, or transportation.
• Virtual tourism reduces the environmental impact of traditional travel by significantly reducing carbon emissions, preserving natural resources, and minimizing waste production.
• While virtual tourism offers cultural immersion and authenticity through virtual exploration of cultural sites, engagement with locals, and virtual tours of museums and historical sites, it lacks the physical experience, sensory elements, and authentic interactions that come with traditional travel.

Accessibility

Accessibility is a key advantage of virtual tourism, allowing individuals to explore global destinations from the comfort of their own homes. With just a few clicks, people can immerse themselves in the sights and sounds of places they may never have the opportunity to visit in person. Virtual tourism breaks down barriers, making it possible for individuals with physical disabilities or limited mobility to experience the wonders of the world. It eliminates the need for long flights, expensive accommodations, and time-consuming planning. Whether someone is unable to travel due to health conditions, financial constraints, or simply lack of time, virtual tourism offers a convenient alternative.

Moreover, virtual tourism provides access to destinations that may be off-limits or restricted due to safety concerns, political instability, or natural disasters. Individuals can explore ancient ruins, walk through bustling markets, or even dive into the depths of the ocean without leaving their homes. This accessibility also benefits those who are environmentally conscious, as virtual travel reduces carbon emissions associated with traditional tourism.

Furthermore, virtual tourism enables individuals to customize their experiences according to their interests and preferences. They can choose to focus on specific landmarks, museums, or cultural events without the limitations of physical distance or time constraints. Virtual reality technology enhances this experience, allowing users to feel like they're truly present in the destination they're exploring.

Cost-effective

Virtual tourism is also cost-effective, allowing individuals to explore global destinations without the need for expensive flights, accommodations, or time-consuming planning. Here are five reasons why virtual tourism is a cost-effective option:

• No travel expenses: With virtual tourism, there's no need to spend money on flights, hotels, or transportation. Individuals can simply explore different destinations from the comfort of their own homes.
• Reduced planning time: Planning a trip can be time-consuming and stressful. Virtual tourism eliminates the need to spend hours researching and organizing a travel itinerary. Instead, individuals can instantly access virtual tours and experiences with just a few clicks.
• Access to exclusive destinations: Virtual tourism provides access to destinations that may be expensive or difficult to visit in person. Individuals can explore iconic landmarks, museums, and natural wonders without breaking the bank.
• No additional costs: When traveling, there are often additional costs such as meals, souvenirs, and entrance fees. With virtual tourism, these extra expenses are eliminated, allowing individuals to enjoy the experience without any financial burden.
• Flexibility and convenience: Virtual tourism offers flexibility in terms of when and where individuals can explore. There are no time constraints or limitations, allowing individuals to visit destinations at their own convenience.

Cultural Immersion

Virtual tourism offers the opportunity for cultural immersion. By virtually exploring cultural sites, engaging with locals, and witnessing traditional practices, users can experience the authenticity of different cultures from the comfort of their own homes. This level of immersion can enhance understanding and appreciation for different cultures, fostering a sense of global interconnectedness.

Virtual tourism allows individuals to develop an emotional connection with the culture they're immersing themselves in. Through interactions with locals and firsthand experiences, users can establish a deeper understanding of the traditions, customs, and values of a particular culture. This emotional connection can help break down stereotypes and promote cultural empathy.

In addition to its educational and cultural benefits, virtual tourism also offers convenience and accessibility. People who may not have the resources or ability to travel can still experience the wonders of different cultures. This can be particularly beneficial for individuals with physical disabilities or financial limitations.

Authenticity of Experience

Experiencing cultural immersion through virtual tourism offers a unique opportunity to actively engage with local traditions and customs. While it may not provide the same level of authenticity as physically being in a foreign country, virtual tourism can still offer valuable insights into different cultures.

Here are five key aspects to consider when discussing the authenticity of the virtual tourism experience:

• Language: Virtual tours often include local language lessons, allowing users to learn basic phrases and interact with locals.
• Food: Virtual cooking classes and food tours provide a taste of traditional cuisine, allowing users to explore new flavors and cooking techniques.
• Festivals: Virtual tours can transport users to vibrant celebrations and cultural events, providing a glimpse into the excitement and significance of local festivals.
• Art and Architecture: Virtual tours of museums and historical sites allow users to appreciate the artistic and architectural wonders of different cultures.
• Cultural Etiquette: Virtual tourism often includes guides on cultural norms and etiquette, helping users navigate social interactions in a respectful manner.

While virtual tourism may not fully replicate the experience of physically being in a foreign country, it can still offer valuable cultural immersion opportunities.

Emotional Connection With Culture

Users can develop a deep emotional connection with the culture they're virtually exploring, fostering a sense of cultural immersion and understanding.

Virtual tourism allows individuals to engage with different cultures in a way that was previously limited to physical travel.

Through immersive virtual experiences, users can interact with locals, observe cultural practices, and explore historical landmarks, all from the comfort of their own homes.

This emotional connection with the culture can lead to a greater understanding and appreciation of different traditions, customs, and ways of life.

It can also help break down stereotypes and prejudices by providing a firsthand experience of a culture that may be different from one's own.

The ability to emotionally connect with a culture through virtual tourism can create a sense of empathy and curiosity, promoting cultural exchange and fostering a more inclusive global community.

Environmental Impact

When considering the environmental impact of virtual tourism, several points come to mind.

Firstly, virtual tourism significantly reduces carbon emissions compared to traditional travel, as it eliminates the need for transportation.

Secondly, it helps in the preservation of natural resources by decreasing the demand for accommodation, food, and other resources typically required by tourists.

Lastly, virtual tourism also contributes to a reduction in waste production, as it eliminates the need for single-use items commonly associated with travel, such as plastic water bottles and disposable toiletries.

Carbon Emissions Comparison

Virtual tourism offers a perspective for assessing the environmental impact of travel by comparing carbon emissions. By analyzing the carbon emissions associated with traditional travel and contrasting them with the minimal carbon footprint of virtual tourism, one can understand the significant difference in environmental impact between the two.

Consider the following comparisons:

• Traditional travel involves the burning of fossil fuels, contributing to greenhouse gas emissions.
• Virtual tourism requires minimal energy consumption, as it only requires a device and an internet connection.
• Air travel, a major contributor to carbon emissions, can be avoided through virtual tourism.
• Virtual tourism eliminates the need for transportation infrastructure, reducing further carbon emissions.
• The production of travel-related materials such as brochures and pamphlets is unnecessary in virtual tourism, reducing paper waste and deforestation.

Through these comparisons, it becomes evident that virtual tourism presents a more environmentally friendly alternative to traditional travel.

Preservation of Natural Resources

How does virtual tourism contribute to the preservation of natural resources?

Virtual tourism plays a significant role in the preservation of natural resources by reducing the need for physical travel and the consequent environmental impact.

Unlike traditional tourism, which often involves long-haul flights and transportation, virtual tourism allows individuals to explore destinations from the comfort of their own homes.

By eliminating the need for transportation, virtual tourism helps to reduce carbon emissions, air pollution, and the consumption of fossil fuels.

Additionally, virtual tourism minimizes the negative effects of overcrowding and excessive foot traffic on delicate ecosystems and natural habitats.

Reduced Waste Production

One of the key benefits of virtual tourism is its contribution to reducing waste production and its overall environmental impact. With virtual tourism, there's a significant decrease in the amount of waste generated compared to traditional tourism.

Here are five ways virtual tourism helps in reducing waste production:

• No need for physical brochures or maps, which reduces paper waste.
• Virtual tours eliminate the need for transportation, thereby reducing carbon emissions from vehicles.
• No need for disposable items like water bottles or food packaging, leading to a decrease in plastic waste.
• Virtual tourism reduces the demand for hotel accommodations, which in turn reduces energy consumption and waste generated by hotels.
• By experiencing destinations virtually, people are less likely to purchase souvenirs, reducing the production and waste of unnecessary items.

Limited Physical Experience

A major drawback of virtual tourism is the absence of physical sensations. While virtual reality (VR) technology allows users to explore different destinations and immerse themselves in virtual environments, it can't replicate the actual physical experience of being there. Virtual tourists miss out on the sensory elements that make traveling so captivating and memorable.

One of the most significant physical sensations that virtual tourists miss is the feeling of being present in a different place. When visiting a new location in person, individuals can feel the atmosphere, smell the scents, and hear the sounds of their surroundings. These sensory experiences contribute to a deeper connection with the place and create lasting memories.

Additionally, virtual tourists are unable to physically interact with their surroundings. They can't touch historic artifacts, feel the texture of architectural structures, or taste local cuisine. These physical interactions play a crucial role in understanding and appreciating the cultural and historical aspects of a destination.

Furthermore, virtual tourists don't have the opportunity to engage with the local community and experience the authentic interactions that come with it. Interacting with locals provides insights into their way of life, traditions, and perspectives, which can't be fully captured through a virtual experience.

Potential for Misinformation

The potential for spreading misinformation is a concern in virtual tourism. While virtual tourism offers many benefits, such as convenience and accessibility, there are also risks associated with relying solely on virtual experiences. Here are five reasons why the potential for misinformation is a concern in virtual tourism:

• Lack of firsthand experience: Virtual tourists may not have the opportunity to physically visit a destination, leading to a limited understanding of the actual environment and culture.
• Limited perspective: Virtual tours often focus on popular tourist attractions, neglecting to showcase the authentic aspects of a place. This can result in a biased and skewed representation of a destination.
• Inaccurate information: Virtual tourism platforms heavily rely on user-generated content, which may contain inaccuracies or false information. Without proper fact-checking, misinformation can easily spread.
• Manipulation of visuals: Virtual reality technology allows for the manipulation of visuals, making it possible to alter the appearance of a destination. This can mislead tourists and create false expectations.
• Cultural misunderstandings: Virtual tourists may not fully understand the cultural nuances and customs of a destination, leading to potential misunderstandings or offensive behavior.

It is crucial for virtual tourists to be aware of these potential pitfalls and seek reliable sources of information to ensure a more accurate understanding of the places they virtually visit.

Social Connection Limitations

Five social connection limitations exist in virtual tourism that can impact the overall experience for tourists. Firstly, virtual tourism lacks the spontaneity and unpredictability of face-to-face interactions. In a physical setting, tourists can easily strike up conversations with locals or fellow travelers, leading to unexpected encounters and enriching experiences. However, in virtual tourism, these chance encounters are limited or non-existent, resulting in a less dynamic and immersive social environment.

Secondly, virtual tourism can hinder the development of genuine connections and friendships. While virtual platforms offer opportunities for interaction, the absence of physical presence and non-verbal cues can make it challenging to establish meaningful connections. A lack of shared experiences and the inability to engage in activities together further impede the formation of deep connections.

Thirdly, virtual tourism often relies heavily on technology for communication, which can introduce barriers and limitations. Technical glitches, connectivity issues, or language barriers can disrupt conversations and hinder effective communication, leading to frustration and a sense of disconnection.

Fourthly, virtual tourism can limit cultural understanding and appreciation. Engaging with a different culture virtually may provide some insights, but it can't fully capture the nuances and complexities of a place or its people. Immersion in the local customs, traditions, and daily life is essential for a comprehensive understanding and appreciation of a culture, which virtual tourism can't fully replicate.

Lastly, virtual tourism can lack the emotional and sensory aspects of physical travel. The sights, sounds, smells, and tastes that accompany travel play a significant role in creating lasting memories and emotional connections. Virtual experiences, while visually stimulating, often fail to evoke the same level of sensory engagement, resulting in a more detached and less fulfilling experience.

These social connection limitations in virtual tourism highlight the importance of physical travel in fostering genuine connections, cultural understanding, and emotional experiences. While virtual tourism may offer some benefits, it can't fully replace the richness and depth of face-to-face interactions.

Frequently Asked Questions

Are there any potential health risks or concerns associated with virtual tourism.

There are potential health risks and concerns associated with virtual tourism. These include eye strain, motion sickness, and sedentary behavior. However, it also offers the benefit of avoiding physical risks and exposure to infectious diseases.

How Does Virtual Tourism Compare to Traditional Tourism in Terms of Supporting Local Economies?

Virtual tourism, compared to traditional tourism, may have limited impact on supporting local economies. Although virtual tourists can still spend money on virtual experiences, it lacks the direct financial impact that traditional tourists bring to local businesses.

Can Virtual Tourism Provide an Authentic Experience of Visiting Historical Landmarks or Iconic Sites?

Virtual tourism can provide an authentic experience of visiting historical landmarks or iconic sites. It allows users to explore and interact with these places through immersive technologies, offering a visual representation of the real-world locations.

What Are the Limitations of Virtual Tourism When It Comes to Experiencing Local Cuisine and Food Culture?

The limitations of virtual tourism in experiencing local cuisine and food culture include the inability to taste and smell the food, as well as the absence of the social and cultural aspects of dining in a specific location.

Is Virtual Tourism Suitable for Individuals With Disabilities or Mobility Limitations?

Virtual tourism can be a suitable option for individuals with disabilities or mobility limitations. It allows them to explore different destinations and experience new cultures without the physical constraints of travel.

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What are the Advantages and Disadvantages of Virtual Tours?

Virtual tours have revolutionized the way we showcase spaces, from real estate properties to museums and travel destinations. These immersive digital experiences offer a unique way to engage with audiences, allowing them to explore a location as if they were physically present. However, like any technology, virtual tours come with their own set of advantages and disadvantages.

In this article, we'll delve into both sides of the coin, shedding light on why virtual tours have gained popularity and how to navigate their potential drawbacks. We'll also discuss how Cloudpano, a leading virtual tour creation platform, can be a valuable asset in optimizing your virtual tour experiences.

Understanding the Advantages of Virtual Tours

1. Immersive Engagement

One of the most significant advantages of virtual tours is their ability to provide viewers with an immersive experience. Unlike static images or traditional videos, virtual tours allow users to navigate through a space as if they were physically present. They can explore rooms, examine details, and get a genuine sense of the environment, making it a powerful tool for showcasing real estate properties, hotels, or vacation rentals.

2. Increased Interaction

Many virtual tours incorporate interactive elements such as hotspots, clickable objects, and multimedia content. These features enhance the user experience by providing valuable information and engaging viewers. For example, in a real estate virtual tour, clicking on a hotspot might reveal additional details about a room or highlight specific features.

3. Convenience and Accessibility

Virtual tours offer unmatched convenience and accessibility. Viewers can access these tours from the comfort of their homes or anywhere with an internet connection. This accessibility is especially valuable for out-of-town buyers or individuals with mobility limitations who might struggle with physical property visits.

4. Time and Cost Savings

Virtual tours can save both time and money for both sellers and buyers. Sellers can reduce the need for physical showings, which can be time-consuming and costly. Buyers, on the other hand, can use virtual tours to narrow down their choices more efficiently, ensuring that the properties they visit in person align with their preferences.

5. Broader Reach

Virtual tours can be easily shared across various online platforms, reaching a global audience. This expanded reach can attract more potential buyers, renters, or visitors. It's an effective way to showcase properties or destinations to individuals who might not have had the opportunity to visit otherwise.

6. 24/7 Availability

Virtual tours are available around the clock, providing viewers with the flexibility to explore a property or space at any time. This availability accommodates different time zones and busy schedules, ensuring that potential buyers or visitors can engage with the content when it's convenient for them.

7. Marketing Edge

In competitive markets, offering virtual tours can set you apart from competitors who rely solely on traditional marketing materials. It demonstrates a commitment to innovation and enhanced customer experiences, potentially attracting more clients and customers.

Navigating the Disadvantages of Virtual Tours

1. Initial Investment

Creating high-quality virtual tours may require an initial investment in equipment and software. However, it's important to note that the cost can vary significantly based on your needs and the technology you choose. There are affordable solutions available for those on a budget.

2. Learning Curve

For individuals new to virtual tour creation, there may be a learning curve associated with using specialized software or equipment. However, user-friendly platforms like Cloudpano can mitigate this challenge by offering intuitive interfaces and resources to help you get started.

3. Technical Issues

As with any digital technology, technical glitches can occasionally disrupt the viewing experience. Ensuring a stable internet connection, regularly maintaining your equipment, and testing your virtual tours can help minimize such issues.

4. Limited Personal Interaction

While virtual tours are immersive, they lack the personal touch of an in-person tour guided by a real estate agent or a curator. Some buyers or visitors may still prefer physical showings or guided tours for a more tactile and interactive experience.

5. Resource Intensity

Creating a high-quality virtual tour can be resource-intensive. It may require extensive planning, photography or scanning, and post-processing to ensure that the final product is engaging and informative. Allocating the necessary time and resources is essential for success.

6. Accessibility Concerns

Not all viewers may have access to the technology required for virtual tours, such as virtual reality (VR) headsets or high-speed internet connections. Ensuring that your virtual tours can be accessed on a variety of devices and connection speeds can help address this concern.

Leveraging Cloudpano for Optimal Virtual Tour Experiences

1. User-Friendly Interface

Cloudpano offers an intuitive and user-friendly interface, making it accessible to both beginners and experienced virtual tour creators. Whether you're creating your first tour or looking to enhance your skills, Cloudpano's interface streamlines the process.

2. Customization

Cloudpano allows for extensive customization, enabling you to tailor your virtual tours to match your branding and style preferences. You can create unique and visually stunning experiences that resonate with your target audience.

3. Analytics Tools

The platform provides analytics tools that allow you to track viewer behavior and engagement within your tours. These insights are invaluable for understanding how viewers interact with your content and making data-driven decisions to improve your tours.

4. Cost-Effective Solutions

Cloudpano offers cost-effective solutions, ensuring that creating virtual tours doesn't break the bank. You can explore different pricing plans to find the one that aligns with your budget and project needs.

Virtual tours have become a powerful tool for engaging audiences, whether in the real estate industry, tourism, education, or beyond. While they offer numerous advantages, it's essential to acknowledge and address potential disadvantages to optimize their effectiveness. By leveraging user-friendly platforms like Cloudpano and staying attuned to user feedback, virtual tour creators can create compelling and immersive experiences that captivate audiences and meet their evolving expectations. Whether you're a real estate agent looking to showcase properties or a museum curator bringing exhibits to life, virtual tours are a dynamic and versatile solution worth exploring.

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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.

Related Topics

• OVERTOURISM

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What is virtual tourism and when should you make use of it?

• Håvard Utheim
• December 11, 2020
• English , Product development , Storytelling , Technology

The French philosopher Olivier Clerc once described the “boiled frog-syndrome”. If you put a frog into a pot of cold water and slowly warm it up, the frog will lie completely still until it gets cooked. The frog is passive because it doesn’t notice the gradual change of temperature. But if you drop the frog in boiling water, it will immediately try to jump out. It survives because it instinctively responds to a shocking change. This metaphor fits well with many tourism companies that for years have stayed more or less passive while the world around them has changed. The virus poured boiling water into the pot of an entire industry. Suddenly many have to fight with everything they have for further existence.

They need to jump out of the boiling pot.

It has been interesting to see the steps that different players in the industry have made over the last month. Digital recreation of physical experiences stands out to me. Up until mid March, virtual tourism experiences were something only a handful of innovative travel companies used in their marketing. Interest has now exploded among both tour operators and destinations. And this is despite the fact that the technology has been available for a long time. Since Google Earth the world has never been the same, and the same can be said about the entry of YouTube – also owned by Google. Google is a virtual tourism locomotive.

In this article I will explain the meaning of virtual experiences within travel and tourism.

• What are virtual experiences and virtual tourism
• Types of virtual tourism and virtual experiences
• Pros and cons of virtual tourism
• A quick summary
• How to get started
• Examples of virtual tourism

1 What are virtual experiences and virtual tourism?

The term virtual experiences describes “physical” or “real” experiences that are recreated or mediated through the use of technology. We’re not talking about a technological experience, but a technological version of something that you can experience in real life. One creates the illusion of being present by using a digital medium. We can probably distinguish between virtual experiences and virtual reality (virtual reality/VR) where the experience lies in the technology itself. Virtual tourism or virtual tourism experiences is the use of technology to artificially create or enhance an experience for tourists.

Since we’re talking about experiences, I want to clarify one thing. For the sake of simplicity, I write “physical experiences”, and what I mean by that is that you are physically present. But an experience is somewhat abstract, an individual process, and cannot by nature be physical as a product. You experience something. Within experiential theories, one often operates with certain characteristics to distinguish experiences from physical products:

An experience is:

• Intangible – that means you can’t touch, hold or store an experience. So you can’t try the experience before you buy.
• Heterogeneous – this means that each and every experience is unique and difficult to standardize. This means that each individual’s perception of quality is influenced by external factors such as weather, mood, service and other tourists.
• Perishable – it means the experience arises and disappears. It cannot be reused or stored. If you have vacancies, they cannot be used later.
• Inseparable – because the consumption of the experience happens at the same moment as the production. This makes it difficult to control the quality.

It is also common to imagine tourist experiences in two halfs. The first half focuses on the degree of customer participation, while the other half addresses the physical presence. How memorable the experience is, is largely about the physical and emotional participation and presence of the travelers. This is important to consider, because virtual recreation will be challenging. It provides guidance on what to preserve from the original experience. After all, online tourist experiences make it possible to experience an attraction or destination without physically traveling there. So we can say that video also is a form of virtual experience. You can both see and hear from the experience without being there.

Nevertheless, a well-functioning virtual experience will require a certain kind of interaction where you can influence how you experience the surroundings. You don’t usually get that with video. For example, you can put on your headset and 3D glasses and move around the room, or click around and change your perspective. You can also go even further by using props. This might include wearing gloves that record your movements and allow you to “touch” or choose things. A kind of interaction. It’s also possible to recreate some physical aspects. An example is new cinemas where you sit on a roller coaster with movable chairs. Or you are on a safari and are being showered with water, or odors flow into the room. Online experiences will have the ability to scale in larger volumes, you can also eliminate external factors that affect the quality. There are some opportunities here. But you also risk losing authenticity.

Virtual experiences, of course, comprise much more than the tourism industry. Real estate agents, for instance, have come a long way. You can easily buy an apartment without having seen it, many new buildings manage to recreate the feeling of walking through a home satisfactorily. Many use it for simulations, such as offshore or in industry. But schools also use it. I remember that the navigation classes in Kristiansund high school used it as early as 25 years ago. Virtual reality recreation has become a major part of everyday life and society. In the video game industry it have come further and probably affects most of what happens. Flight simulators and role playing games are good examples of that.

In the travel industry, virtual tourism and virtual reality (VR) have mostly been used as marketing tools. Destinations, attractions and operators have been using VR to attract the interest of travelers for quite some time, and we have seen a growth in the use of technology as an addition to physical experiences. Most museums have limited floor and wall space and can combine physical exhibits with virtual art or stored objects. They can also enhance exhibitions with presentations, stories and more.

2 Types of virtual tourism and virtual experiences

Like everything else in life, the virtual comes in many different shapes and sizes. We can divide this into a few main categories:

You can visit real places without leaving home

Google Earth has paved the way for other types of virtual tourism. Google Earth lets you explore areas around the world at the touch of a button. Whether you want to try to find your own house or visit Central Park, almost every part of the world has been documented by Google’s camera. Many companies, destinations and attractions also employ technology to let you visit a specific area.

You can explore areas and plan trips

Archaeologists have found buried villages by studying satellite imagery from Google Earth. I have used similar images to find potential surf spots along the coast.

One can visit areas that are inaccessible

Not all areas of the world can be visited, at least not visited by everyone. There are many reasons for this. The areas can be remote, they can be closed for tourists, or it can be dangerous to go there. Not everyone can climb Mount Everest or dive great deep seas. With virtual tourism you can go anywhere! This is enough excitement for many of us. For some it can ease the pain of not going there, or make you even more excited to go. Imagine how this technology could make everyday life a little more enjoyable in nursing homes.

You can try before you buy

Clothing stores have fitting rooms, electronics stores have their walls covered with TV-screens. Customers want to know what they are buying, especially when the price is high. It gives potential customers the opportunity to explore before they decide whether to purchase. One of the special features of experiences is that nothing is tangible. You can’t try it in advance, so in a way you can say that technology gives more freedom of action. Travelers often rely on reviews and information from other travelers and writers. Done correctly you can take back some of the control over what kind of information being spread about your destination. Many have achieved great success with this form of marketing, and we will be seeing much more of it in the future. Let travelers take a tour of your hotel or bike path!

You can go back in time

You do not need to limit the technology to recreate the present. One of the major technological benefits of virtual tourism is the ability to recreate destinations or attractions of the past. Using current images along with historical images and data algorithms, developers can design software that allows tourists to experience ancient times. Some programs allow you to transport yourself to any time or place you want. It’s pretty greasy. It is not just tourism players that develop this kind of software. Archaeologists, universities, schools and other intermediaries have a lot of gossip here. We’ve got the Viking Planet here in Norway, and I think we’ll see a lot more like it in the future.

You can visit places that doesn’t exist

The most extreme type of virtual tourism is one that hasn’t taken off around here yet, is the opportunity to visit non-existent areas. Second Life is the most well-known platform offering this type of virtual tourism. It’s an online world where you can create a virtual representation of yourself, an avatar, and connect with different places and people. This has already been big in Asia for a while.

You can enhance the on-site experience.

This is a bit on the side of virtual tourism, but still close enough, so I’ll include it. Imagine walking around the terrain and then you can see a howler or a troll. You can see the battle of Gettysburg or see a viking ship enter the fjord. AR technology enables things like this. Norwegian companies such as Bædi and Børdi or Hidden have exciting concepts going on and I hope they find a way to succeed in the competition. The potential is huge. It’s the same principles that applies as with Pokemon Go. You can also add information to the street you walk on. It’s sort of a virtual tour guide providing extra information. There are countless variants of this already out there. It’s also possible for local shops to market with it.

Courses and webinars

This is also a bit outside of what is meant by virtual tourism, but I still include it because it has great utility for tourism players. Arranging courses, especially nature-based, has previously required participants to be physically present. With the help of technology it has been possible to move these courses online. This means that you have the chance to reach wider, and you have more flexibility while still having the opportunity to interact. At the same time, there are many things you still cannot recreate, for example the right paddle technique and how to physically climb up a kayak after a roll over. The courses will have to possess a slightly different character. But it’s a great opportunity to reach wider, and you’ll increase the chances of them visiting you later. A great and relevant example is the Norwegian guiding company Uteguiden who recently launched the Utewebinar-platform, performing avalanche courses and other outdoor-courses online.

3 Advantages and Disadvantages of Virtual Tourism

Here are some benefits of virtual tourism

• Since virtual tourism is often used as a marketing tool, it has the potential to stimulate actual tourism. As before mentioned, it gives the customers the opportunity to try before they buy, and if you do a good job here, the customer might want the real deal. And it opens inaccessible areas for people. Even though I want to climb Everest, I don’t see it happening for a while.
• This also applies to many other areas. We can use virtual aids to prepare the customer ahead of the journey. Visualization of a track is very common among athletes. Imagine how you ahead of the trip can guide your customer through the route to Kilimanjaro or Machu Picchu. Simulation and training.
• The tourist saves money by going virtual. Most of it is still free, but it’s starting to get good enough to pay for. It is a different product, but still an experience that gives the customer value.
• By taking a virtual trip, you obviously have more freedom and flexibility in terms of both time and place. You can sit at home and watch the Northern Lights dance across the sky or move among Mayan ruins in Mexico. You hardly need to take time off from work to do it.
• One of the good things about virtual tourism is that it has very little impact on the environment. Travel life accounts for huge emissions and this is of course minimized when the tourist doesn’t actually travel. Virtual tourism means less CO2 emissions from transportation, less garbage, less flora and fauna wear and less disruption to natural ecology and wildlife.
• It also means that there are fewer negative social consequences from tourism.
• You can promote the destination better if local players are on board. It gives the customer a better overview before they leave and you may get more enthusiastic customers.
• You can add value to customers on the trip.
• This can contribute to a better customer experience and not least contribute more money locally.

Here are some disadvantages of virtual tourism

• No matter how you look at it, the virtual is just a recreation of reality. You see this reality/world through the “eyes” of the creator and might miss relevant information.
• The creator often will have an agenda.
• Virtual tourism does not provide the economic benefits that traditional tourism does. Traditional tourism provides good revenue for the host destination, and these revenues are one of the main reasons that the areas even facilitate tourism.
• Virtual tourism is not available to everyone. Not everyone has access to the digital surfaces required to implement it. And many parts of the world do not have good enough internet to provide a good experience. This is not limited to developing countries either, people in most countries will have poor internet.
• One of the more obvious disadvantages of virtual tourism is that it involves limited social interaction. Much of the experience of traveling is the people you meet. You will miss the energy and many of the qualities that make the experience unique.

So a virtual experience will never be the same. It’s not wrong, just something else.

4 A quick summary of virtual experiences. Should you use it?

Virtual tourism has grown and developed in recent years as an industry parallel to technological advances and the use of smart tourism. However, the coronavirus outbreak and the subsequent social isolation have given it explosive growth. There is a wide variety of virtual opportunities for those interested, from visiting the deepest seas to climbing the world’s highest mountains.

With this comes some advantages and some disadvantages that one must always bear in mind. All in all, this is an area that has experienced unexpected and unique growth, and more research is needed in this area in order to understand the opportunities even better. Can we improve our marketing in a way that makes the tourists experiences match their expectations? Can we create a more sustainable tourism life? It gives opportunities for more people to explore the world. Some of these will be inspired to more traveling while some will probably be satisfied from the online experience.

One thing is sure. Virtual experiences have come to stay, and you decide whether you want to join in and take advantage of the opportunities that exist .

What is your main motivation for creating virtual experiences? Think carefully about it..

• Are you looking for short-term profits to solve challenges during the crisis? It’s not that simple. It takes time to make money. Nothing is impossible, and you will get a marketing effect from it. But I would rethink my approach. Your reason for doing it should be more long-term.
• Do you want to use virtual experiences for marketing? Then you have some great opportunities. But remember to consider it along with other marketing. If you are an agent and don’t have any regular tours, virtual marketing will be more or less pointless. Use the materials of your partners instead. But if you have a hotel or are promoting a specific trip or destination, then virtual marketing should be a no-brainer. We’re going to see a lot of it in the future. And you have every opportunity to become the best at it.
• Looking for your own virtual products to sell online? Well, it’s not easy and you need to think like online stores in order to succeed. That being said, everyone can a hang of it if they follow a simple recipe. Always remember your value ladder, because most people within tourism will probably want physical customers at some point, and by gradually building trust, a customer will potentially buy other products from you as well.

5 How to get started with virtual experiences step by step

There is no definitive answer on how to get started and offer good virtual experiences for tourists, but there are some good ways to create and market them.

STEP 1 IDENTIFY YOUR NEEDS.

What is your purpose with creating virtual experiences? What do you want to achieve? Is it just for marketing? Do you want to sell this as a unique experience? Do you want to get more people on your mailing list? Do you want to earn money online? Think about this carefully, but remember that the road will be created as you walk.

STEP 2 SPECIFY YOUR TARGET GROUP

Who is the target audience? Do you want to reach customers that will likely visit you later? Is this an experience that will have its own customers, or new markets? Create customer personas or use the ones you have. PS: see how here

STEP 3 PLAN THE CONTENT

Do you want to make a 360º video or photo? Maybe you want to combine several types of media? What do you want to convey? Is it a trip? Is it what your hotel looks like? Do you have a plan for the story? How are you going to build the story? (Here are 3 steps to a simple marketing story)

STEP 4 PRODUCE THE CONTENT

This is probably the most difficult to do yourself, but far from impossible. I do not want to go into the technical side of it, because it depends on the equipment and the needs, and there is also a lot of new stuff happening in this area. But I will say that if you want to make 360º video, you’re gonna need the right camera equipment and you’re gonna need software to edit afterwards. You will also need to shoot from multiple angles. If you’re not experienced doing stuff like this, I can put you in touch with the right people. The result will be much better by using professionals. But it’s also fun to experiment yourself. It might not end up perfect, but it doesn’t need to end up looking amateurish either. A good start is to play around with Google Street view.

Other things to think about are dramaturgy, what and how to convey the message, and of course how to build an experience. I am not your mother, and would rather not ask you to clean. But if you are going to film rooms and interiors, think about what it looks like and remove what is disturbing and getting in the way. The tripod should also have fixed heights so it stays the same from room to room. You can also use drones as long as you use the wise and try to avoid the clichés. It will give the customer a different perspective.

Our talented partner and photographer Morten has recently become a skilled FPV drone pilot. This field is exciting. With FPV you take the best of the racing drone industry, where you have 100% control over maneuvering, while at the same time adding the characteristics of a slightly slower cinematic drone that focuses on content creation. For example, you can showcase hotels and landscapes in a whole new way. An interesting variation is to follow a person who enters the hotel before flying out and showing the surroundings. Here is an example:

STEP 5 MARKET / SELL THE EXPERIENCE

Virtual experiences won’t market themself. What channels do you want to use? Is it natural to spread it in social media, through destination companies and marketplaces? Where are your physical trips? How is your website? Have you organized well in order to get the trips out? Do you want to use a custom platform for these trips? There are many good solutions for this. How do you tell the story through marketing? Here are some basic tips. The purpose of virtual experiences will for many be just marketing, but you have to work hard to promote the marketing.

STEP 6 ANALYZE AND IMPROVE

No one product is perfect, and all products can be better. Be sure to get feedback and adjust periodically. The visual and the virtual experience is one thing, but you also have to adapt the entire customer journey from marketing to the actual experience. If the goal is to get customers to physically visit you afterwards, you need to make up for it. Imagine the souvenir/gift shop you have to go through on your way out of the zoo. Give the customer a clear call-to-action. Customize it. Especially if you “just” want to show off how the rooms in your hotel are.

Because you want them to book, right?

IF IT’S DIFFICULT TO GET STARTED, DON’T BE AFRAID. WE CAN HELP YOU. WE ALSO HAVE THE BEST EQUIPMENT AND THE BEST PEOPLE WITH US SO YOU CAN MAKE A BREATHTAKING VIRTUAL EXPERIENCE. WE CAN FIX EVERYTHING FROM PRODUCTION OF MEDIA, TO WEBSITE AND MARKETING. 

6 good examples of virtual experiences.

Below we have gathered several actors who are good at virtual tourism so you can get inspired and see how it can be done.

Here’s the list

1 Dive on Great Barrier Reef. Google made it possible. Press this link >>

2 Climb Mount Everest. Press this link >>

3 Visit a Hawaiian Volcano. Press this link >>

4 Go to Luther space with NASAs Trappist travel bureau. Press this link >>

5 Safari in Africa. Press this link >>

6 Rainforest. Press this link >>

7 Fly a balloon. Press this link >>

8 Yosemite National Park. Press this link >>

9 Grand Canyon. Press this link >>

10 Feel like a backpacker with Random Street View. Press this link >>

11 Northern Lights in Abisko, Finland. Press this link >>

12 Macchu Picchu. Press this link >>

13 Parisian catacombs. Press this link >>

14 Fly over Paris Press this link >>

15 Colosseum in Rome Press this link >>

16 Statue of Liberty. Press this link >>

17 Amazing Patagonia. Press this link >>

18 The Chinese Wall. Press this link >>

19 7 wonders. Press this link >>

20 Tokyo in 3 minutes. Press this link >>

21 Giants Causeway in Ireland. Press this link >>

22 Flåmsbanen railway in Norway Press this link >>

23 The UNESCO-listed Berninabahn – St Moritz – Tirano. Press this link >>

24 5 Rollercoasters. Press this link >>

25 Street art tours. Press this link >>

26 Ibiza party Press this link >>

27 The Holy Land, Jerusalem. Press this link >>

28 The Vatican state. Press this link >>

29 Buckingham Palace. Press this link >>

30 British Museum Press this link >>

31 Louvre. Press this link >>

32 Uffizi in Florence Press this link >>

33 Van Gogh Museum Press this link >>

34 Guggenheim in New York. Press this link >>

35 J. Paul Getty Museum in LA. Press this link >>

36 Anne Franks house in Amsterdam. Press this link >>

37 Tulips in Netherlands, Keukenhof Gardens. Press this link >>

38 Virtual visiting winter experiences Press this link >> Please help me with virtual experiences→

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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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The Complete Guide to Virtual Tourism

With the COVID-19 pandemic limiting where people have been able to go over the past couple of years, hotels, destinations, and travelers alike have felt the effects.

However, creative marketing and new virtual offerings can make a big difference in the years to come. Virtual tourism and travel are taking off, and hotels and destinations that know how to capitalize on the trend will set themselves up for success as the world returns to normal and more and more travelers once again pack their bags.

Take a look at our expert advice below to learn all about virtual tourism and the benefits it can offer. Plus, explore examples from some of the top virtual tourism campaigns across the world.

What is virtual tourism?

Virtual tourism presents viewers with an immersive experience of an activity, location, or destination through the use of technology. There are tons of different types of virtual tourism offerings, but there's usually a combination of virtual reality, still images, video, audio, narration, interactivity, and other multimedia formats to provide an experience of a destination that a user cannot get through images or websites alone.

Viewers can access virtual tourism content using a virtual reality headset for the most immersive experience, but they can also usually view the content on a normal computer or even a mobile device.

What are the benefits of virtual tourism?

Because viewers can experience activities, locations, and destinations from the comfort of their own homes, there are many clear benefits to virtual tourism. The most obvious of these benefits is that viewers can see and experience a destination without traveling to it, which means they aren’t limited by available flights, travel logistics, safety concerns, and whether destinations are open. They don’t even have to think about time zones or weather conditions.

The other huge benefit for viewers is cost. Virtual tourism makes destinations accessible to millions of people who may otherwise not be able to afford to travel to them. Viewers are embracing the rise in virtual tourism destinations and the increasing quality and availability of virtual reality technology to see and experience things they never thought possible.

For hotels and destinations, the clear benefit is the ability to stay top-of-mind with potential customers and to highlight a location, amenities , and offerings. Viewers who have experienced a hotel or location through virtual tourism are more likely to book a future stay, and will eagerly anticipate experiencing the activity in the “real world.”

There are also great marketing opportunities offered by virtual tourism technology. Potential guests can see a 360-degree view of a property and its amenities, rather than the flat images on a brochure or website. Experiencing a property this way increases the chances that viewers will want to visit in the future, and means that they can easily share the virtual offerings with their friends and family.

And that’s not all. Virtual tourism has a handful of other benefits:

• The immersive experience allows the viewer to imagine themselves at a travel destination.
• The viewer can control what they see of a destination, experiencing 360 degrees of a location.
• All aspects of a destination can be showcased in high resolution.
• Hotels, Convention and Visitors Bureaus (CVBs) , and travel agencies can stand out from the crowd.
• The impact of tourism on vulnerable destinations is reduced.

How is virtual tourism used?

There are lots of great ways for hotels and destinations to take advantage of this technology and the demand for virtual tourism, and it goes well beyond COVID-19.

CVBs have been using virtual tourism for years to highlight the unique aspects of a location, including everything from history and culture to exciting activities, local attractions, and fun trivia.

Hotels, CVBs, and local governments use 360-degree VR video to capture everything about a destination in an immersive way. This lets viewers experience a remote mountaintop, an idyllic beach, a network of hiking trails, or a buzzing city with the press of a button.

VR photography, on the other hand, captures still images and pieces them together using specialized software, creating an immersive image where a user can look in any direction. This technology is great for showing hotel interiors, artwork, museum exhibits, and anything that can be fully experienced without motion or sound.

Finally, fully immersive VR experiences let users get in on the action, interacting with the environment and discovering more through their actions. This is often a curated experience focusing on one aspect of the location, like the food scene, music, history, or art. Virtual reality yoga classes, nature walks, stargazing, and bird watching have all become popular ways for a location to show off everything it has to offer.

What are some examples of virtual tourism?

Below are a handful of our favorite virtual tourism campaigns from across the world. While each campaign offers something different, the common theme is that each one was created to give users easy, safe, and interactive access to a location.

The Faroe Islands

The Faroe Islands created a virtual tourism campaign once COVID-19 began to give people an alternative option to traveling to the location.

"Early on in this global crisis, we sat and wondered how we could recreate a Faroe Islands’ experience for those who had to cancel or postpone their trip to the Faroe Islands – and for everyone else stuck in insolation around the world," reads the virtual tourism segment on Faroe Islands' website . "We had an idea. What if we could allow people anywhere in the world to explore the islands as virtual tourists through the eyes of a local? Or even better; what if the virtual tourists could control the movements of the local in real time?"

Bristol From Home

Similar to the Faroe Islands, Visit Bristol (England) created an immersive experience due to the COVID-19 pandemic. Bristol From Home features a collection of travelers' favorite ideas, inspirations, and resources "so that you can continue to enjoy Bristol, during social distancing measures, from the comfort of your own home." 

The website features a myriad of virtual options, including tours of a luxury Victorian ship, hot-air balloon rides, gin tastings, and much more, all in one place. 

Tour the awe-inspiring architecture of Dubai with Dubai 360 — an immersive virtual tourism experience that allows users to travel the city through a bird's-eye view and learn all about the locations scattered throughout. 

"Our services help increase online presence, which is crucial to marketing anything in the present," reads Dubai360's website. "We aim to raise you above your competition by presenting a professional and high quality look, and improving your customers' first impressions. This service is equally useful for Hotels, Restaurants, Malls, Real Estate, or anything that can be presented visually."

Great Barrier Reef

Yes, even the Great Barrier Reef has virtual tourism offerings. The interactive journey is headlined by legendary broadcaster and historian, David Attenborough, who takes viewers throughout the world's largest coral reef system. This is much more than simply a replacement for Great Barrier Reef tours — it's an experience in and of itself, and it showcases just how versatile virtual tourism can be. 

What does virtual tourism mean for the hospitality industry?

Virtual tourism is one of the many keys to the travel industry’s resilience and ability to bounce back from an unprecedented time. Showcasing everything that a property or destination has to offer is a great way to build excitement for “normal” travel and keep the destination top of mind once travelers are able to vacation again. 

Virtual tourism has been lauded as a way for hotels and destinations to highlight the intangibles of their location, capturing the special feel of the place and drawing interest from travelers who might not otherwise consider it.

"A true gift of virtual travel is that we can safely and efficiently access experiences we've always wanted to access," Dennis Watkins, owner of The Magic Parlour in Chicago, said in an article for marthastewart.com. "People separated by oceans can look each other in the eyes and share stories, cultures, and ideas. When I do a show for a single family who logs in from London, Leeds, Norway, or Chicago, I start to see the power of the virtual space ... and I think we're just now starting to understand and leverage that power."

How can hotels capitalize on the virtual tourism trend?

To strategize how best to use virtual tourism, hotels should go back to the basics of their  hotel marketing plan . What audience are you trying to reach? What amenities, offerings, or features make your hotel and its location unique and interesting? What aspects of your property or destination do you want to highlight? The answers to these questions will form the foundation of your virtual tourism offerings.

If you have a few experiences that guests return for time and time again, these are a great place to start with your virtual tourism experience. Give viewers a tour of your on-site vineyard, sandy beach, art deco decor, or spectacular views. 

Because you can create many different virtual reality experiences, you can craft custom offerings for all of the different types of guests who stay at your property. A street art tour may be a perfect fit for young adult travelers, while an immersive symphony orchestra performance may be perfect for older guests. Try creating three or four experiences targeting guests who you would like to see at your hotel in the future, and follow through on the virtual experiences with custom packages, content marketing , and targeted informational emails.

As you craft your unique virtual tourism offerings, keep in mind that this medium isn’t limited to the traditional perspective with which your guests normally see your destination. With virtual tourism, guests could fly over your property in a hot air balloon, swim in your lake without getting wet, ski down to sit by a roaring fire in your lobby, or zip-line through the trees. By adding experiences that guests may not be able to get in person, you’ll move beyond the idea of replacing "real" travel.

Additionally, hotels can use the virtual tourism boom to appeal to planners and their event attendees as well. Not all offerings have to be limited to guests. Do you have a breathtaking ballroom with a state-of-the-art A/V system? What about extensive meeting space in your beachside bungalows? Utilize innovative 3D technology to create a virtual experience highlighting what sets you apart and creating demand.

In other words, the sky really is the limit when it comes to virtual tourism offerings. If you can think of an experience in the real world, you can likely recreate it in some fashion through virtual reality.

Now you know all about virtual tourism!

Bookmark our blog to stay up to date on all the trends and happenings from throughout the hospitality industry, as well as high-level overviews, industry-leading tips and advice, and much more. 

Learn more about virtual tourism, travel, and events

Laura Fredericks

Laura brings a decade of insight to improving marketing, as she has worked in technology since 2010. She has experience starting and scaling a business, driving customer marketing, and speaking at live events, including WeDC Fest 2018. She founded Describli and Paradigm Labs, and currently works with companies to improve their customer relationship management and content strategy.

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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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Handbook of Tourism and Quality-of-Life Research II pp 545–557 Cite as

Virtual Tourism and Consumer Wellbeing: A Critical Review, Practices, and New Perspectives

• Tingting (Christina) Zhang 11 &
• Ahmet Hacikara 11  
• First Online: 24 September 2023

280 Accesses

Part of the book series: International Handbooks of Quality-of-Life ((IHQL))

Virtual tourism aided by revolutionary technologies—including virtual reality (VR), augmented reality (AR), and livestreaming (LS)—has been the topic of increased discussion among practitioners and academics as an innovative yet sustainable means of achieving tourism recovery. The emergence of virtual tourism provides a means of traveling and explorations of new places and has opened the possibilities for people to experience places and activities they may not have had the opportunity to have before. With these cutting-edge technologies, consumers’ wellbeing is creatively achieved and enhanced. Given the scarcity of literature on this topic, this chapter elaborates on the scope of virtual tourism, provides exemplary cases of its applications, synthesizes existing knowledge on this topic, and postulates new perspectives and priorities for future research endeavors. Furthermore, this chapter thoroughly examines the intricate connections between virtual tourism and consumer wellbeing, which has attracted considerable attention both in practice and in academia.

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A technology that seamlessly overlays and integrates digital media onto the physical realm to relay information and interact with users.

A multi-dimensional concept that describes a state of complete physical, mental, and social wellbeing, not merely the absence of disease or infirmity.

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Zhang, T.(., Hacikara, A. (2023). Virtual Tourism and Consumer Wellbeing: A Critical Review, Practices, and New Perspectives. In: Uysal, M., Sirgy, M.J. (eds) Handbook of Tourism and Quality-of-Life Research II. International Handbooks of Quality-of-Life. Springer, Cham. https://doi.org/10.1007/978-3-031-31513-8_37

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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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Everything You Need to Know About Virtual Tourism Companies

Virtual Tourism Companies

Advantages and challenges of virtual tourism, best practices for virtual tourism companies.

Virtual tourism refers to a specific tourism niche using technology that enables travelers to experience activities, locations, and destinations without leaving their homes . The types of virtual tours depend on the multimedia format offered to travelers. It can be anything ranging from still images, video, and audio to interactive virtual reality.

The popularity of virtual tourism spiked with the start of the COVID-19 pandemic . The pandemic had limited where people could go, forcing travelers to look for alternative options. 

Thanks to these particular developments, many travelers had an opportunity to experience virtual tourism for the first time . And it appeared attractive as it removed all kinds of limitations associated with travel, such as available flights, accommodation, tour guides, safety concerns, and others.

Virtual tourism benefits travelers and the travel industry as a whole. It enables companies to launch immersive marketing campaigns, facilitate the promotion of specific destinations or activities, improve the planning of tourist attractions, and enhance the travel experience.

Since this is an emerging travel niche, you are probably eager to learn more about virtual tourism companies. Below you can find out what these companies are and how they operate and discover the crucial stats . You will also learn about their challenges and go through 10 top virtual tourism companies nowadays.

Let’s start with something as basic as what virtual tourism companies are and then build up towards how they operate, make money, and the advantages and disadvantages of virtual tours.

What is a virtual tour company?

A virtual tour company specializes in delivering virtual experiences to travelers . Generally speaking, there are two types of virtual tour companies. Some create their own virtual tour experiences and sell them to end consumers . However, some virtual tour companies act as marketplaces enabling experts to stream virtual tours through their platforms.

You should also pay attention to one specific type of virtual tour company. These companies don’t work with end consumers. Their target customers are major players in the travel sector, including other travel companies looking for vendors specializing in creating multimedia formats on request.

How virtual tourism companies operate

Since no uniform business model exists in the niche, it’s impossible to pinpoint one universal blueprint for how virtual tourism companies operate. The most classic approach you’ll see in Airbnb Online Experiences is creating a marketplace for virtual tourism multimedia format creators . It allows the creators to publish their virtual experiences and invite travelers to join them.

Some, such as Google Arts & Culture, operate as repositories . In this specific instance, a repository of the world’s art and culture. 

Finally, virtual tourism companies specializing in creating and producing multimedia formats are devoted to using new tech to improve the experience and enable consumers to fully immerse themselves in everything a destination offers.

Overview of how virtual tours make money

There are several ways virtual tours make money. Even if you publish a virtual tour for free online, you can earn money through online ad programs. The most obvious money-making method for virtual tours is to market them as premium products . That’s how virtual tours become a legit travel product; consumers can search for, compare, and purchase.

Premium virtual tours can also make money for travel companies through commission rates . For instance, a virtual tour marketplace can make money by enabling creators to publish their virtual experiences.

Finally, virtual tour creators can make money selling their tours to other travel companies that don’t have access to experts or have time and budgets to create virtual tours on their own.

Advantages and disadvantages of virtual tours

Virtual tours, like their real-life counterparts, have a set of their own unique advantages and disadvantages. Let’s review the most noteworthy ones.

The advantages of virtual tours go as follows:

• Convenience – people can visit available destinations and experience attractions from any place they like
• Accessibility – consumers limited by disability or health issues can now immerse into experiences otherwise unavailable to them or available at high risks and efforts
• Flexibility and freedom – you can pause/play most of the virtual tours and continue where you’ve left off the next time
• Affordability – compared to standard tourism tours, virtual ones are significantly more affordable
• Low environmental impact – regarding eco-friendliness, virtual tours have a considerably lower environmental impact than standard tours.

Disadvantages

On the other hand, virtual tours have disadvantages of their own as well:

• No physical interaction – tourists are unable to interact with fellow travelers or interact with various aspects of the destination;
• There are still technical limitations – technical issues can potentially ruin the experience;
• Lack of information – multimedia formats can be outdated and provide fewer details or inaccurate information;
• No to limited social interaction – some multimedia formats limit social interaction, which is an integral part of the travel experience for some individuals;
• Limited monetization potential – only virtual tours can be monetized, which leaves out the entire economy at a destination.

Stats about the success of virtual tours

The virtual tourism market is blooming. According to the latest reports , the global virtual tourism market reached $385.75 billion in 2022. The same reports indicate that the market will register a CAGR of 14.34% during the next five years to finally reach the size of $847.95 billion by 2028 .

People are generally satisfied with virtual tourism tours. In fact, 73% of travelers who had experience with virtual travel are happy with the experience and would like to repeat it in the future. Online exhibits are particularly popular nowadays. According to the latest reports , online exhibit viewership has increased by a whopping 4,106%.

During the COVID-19 pandemic, virtual tours became super popular. The number of booked virtual events increased by 1,000% by 2020 . Be mindful, though, that it doesn’t only include virtual tourism products but work conferences, industry events, and college classes as well. 

Finally, modern travelers’ needs, wants, and expectations are shifting. They’ve discovered that virtual tours are easier to attend and more cost-efficient. A survey found that 84% of consumers wanted a virtual option for events . 

10 examples of virtual tourism companies

Below you can find 10 examples of virtual tourism companies. Each one of them is unique in terms of the types of available virtual tours and used tech.

Airbnb Online Experiences

Airbnb Online Experiences is a virtual tour platform under the renowned Airbnb brand enabling travelers to connect with people across borders and experience places and activities .

The main focus is on live special events hosted by experts. When it comes to technology, Airbnb decided to use a trustworthy tech stack with Zoom at the center of its operations.

The platform acts as a marketplace for online experiences enabling creators to earn money while commission goes to Airbnb. Online experience hosts have earned more than $2 million just a couple of months after the platform launch, and 82% of consumers say that Online Experiences are engaging and unique. 

Notable partnerships or collaborations include Okta, Tonkean, automate.io, Guesty, and many others.

Airbnb has a great self-service Help Center with dedicated sections for Host, Experience Hosts, Guests, and Travel admins. 

“One of my favorite features of the Airbnb platform is the special class of Experiences for social enterprises and NGOs.” – WanderLush

The Airbnb Online Experiences’ is unique because it focuses on social interactions. Social interaction is a vital aspect of the travel experience.

Google Arts & Culture

Google Arts & Culture is a virtual tourism branch of tech giant Google . We are talking about a comprehensive platform where consumers can access high-quality images and videos of artworks and cultural artifacts.

The platform offers various multimedia materials, including images, videos, interactive games, and written copies.

This web-based platform has an excellent mobile port available to both Android and iPhone users. Some experiences even feature AR elements.

When it comes to revenue and financial metrics, you should know that Google Arts & Culture is a non-commercial initiative. 

Over the years, Google Arts & Culture built a network of partnerships, including The British Museum, Guggenheim Bilbao, MoMA, and thousands of others .

“One of the many engaging components of Google Arts & Culture app is the AR feature that allows users with newer smartphones to view real-size artwork in their own environments.” – Commonsensemedia

The strongest perk of this platform is the availability of a dedicated mobile app. With Arts & Culture mobile app, you can enjoy immersive experiences wherever you are. 

YouVisit is a virtual tour company that creates immersive experiences for brands and their audiences. EAB recently acquired the company. However, it continues to strive towards excellence maintaining its position as one of the leaders in the niche.

YouVisit specializes in creating 360 Virtual Tours, Ultimate Virtual Tours, and interactive web content . 

The company uses the Aria platform, which is the leading enterprise solution for interactive 360 experiences. 

In terms of customer support and accessibility, YouVitis offers an o nline contact form, getting-started guides, FAQs, and a self-service help center for technical support.

“A great tool for attracting new leads, providing the information they may need, and analyzing metrics…all while creating an interactive and immersive campus experience.” – Capterra

Using the Aria platform enables YouVisit to create realistic tours and communicate useful information about important buildings, activities, and other aspects of a tour.

VR Gorilla is a virtual reality production studio that creates immersive VR experiences from scratch. If you need a VR experience, you should check out this company – they focus on filming and creating great VR materials.

VR Gorilla uses state-of-the-art cameras and software to deliver captivating VR footage. The company charges its clients for photoshoots, video recording sessions, and VR post-production . 

So far, the company has worked with DSM, Amsterdam UMC, Erasmus MC, Jeroen Bosch Hospital, and many others.

In terms of communication, VR Gorilla offers an online contact form. They also maintain open lines of communication with their clients. 

“We were looking for VR software possibilities and came across VR Gorilla. They helped us out in the best way possible! Great experience with and a great staff. Definitely recommended!” – Google My Business

VR Gorilla team has experience as filmmakers , which makes their experiences really immersive thanks to the powerful storytelling elements.

Haptical is a web portal focused on delivering important VR and AR-related news to consumers, including those interested in virtual tourism.

Although headquartered in Nevada City, California, Haptical covers every crucial bit of information and keeps its subscribers up to date with the latest development in the niche.

TimeLooper is a pioneer in interpretive experience design, delivering mesmerizing virtual tours . The company enables consumers to explore trails and cultures and also learn.

TimeLooper leverages web and mobile technologies and combines them with high-quality videos, images, 3D renders, GIS mapping, holographic imaging, VR, and AR to deliver next-level virtual tours.

TimeLooper’s business model is based on both premium and free content. Currently, the company is self-financed, producing and selling virtual tours to clients across all continents .

The company offers support via a contact form on its official website and through phone calls.

TimeLooper leverages storytelling to captivate viewers and make them want to stay and explore every virtual tour in its entirety.

Wild Within VR

Wild Within VR is a product launched by one of the largest tourism organizations in North America – Destination British Columbia. This interactive 360 video enables travelers to experience nature as if they were there themselves.

The Wild Within VR delivers realistic 360 footage. It’s most famous for the two adventures taking place in British Columbia, Canada. 

The company uses modern cameras and post-production software to create videos compatible with various VR headsets.

“I love it. It feels like I’m really there. More destinations, please!” – Oculus

One of the best things about Wild Within VR is that it offers different types of adventures to meet the expectations of many fellow travelers and adventurers.

As a virtual tourism company, Unbounded creates immersive 360 experiences . Its primary focus is to introduce viewers to peculiar attractions in popular destinations.

Unbounded uses high-quality videos and photos to deliver realistic 360 virtual tours . The AR introduces that interactive element to virtual experiences, making them more engaging. The company established a stable revenue stream through direct sales.

Virtually Visiting

Virtually Visiting is a virtual tourism company launched by a team of travel and technology experts . The company created a dedicated 360 virtual tour platform consumers can use to explore destinations and engage in adventures.

Visiting virtual tours is all about discovering nature, landscapes, and unique architecture. The primary multimedia the company uses is videos professionally shot with the latest 360 cameras .

Since it runs a marketplace, the company is focused on generating revenue through direct sales and commissions. Consumers and partner companies have access to FAQs and contact forms if they need assistance from one of the company’s representatives.

“The experience you’ll get is as close to the real thing as you can possibly make it. These are real tours and experiences delivered by the best guides in the business.” – Globetender

Virtually Visiting ensures professionals edit all 360 guided tours on their marketplace to deliver a consistent experience to consumers.

Virtual tourism as a travel niche also has advantages and challenges, as all other tourism sub-sectors do. Here are some unique advantages and challenges of virtual tourism.

Advantages for travelers and travel agents

There are several advantages for travelers only virtual tourism can offer. We’ve already mentioned that virtual tours are more cost-efficient and easier to attend – not to mention the convenience of engaging with virtual tours . Travelers can do it from any device and even while on the go. They can cross over must-visit places in their bucket lists even when on a budget.

There is something for travel agents as well. Sourcing new travel products is time-consuming, and it implies increased operational costs, especially when you need to streamline some of the logistics . As a travel agent, you can leverage virtual tours to easily add new destinations to your offer.

Virtual tourism can help travel agents cut through the noise . They make excellent marketing material you can share across social media channels, websites, email, or direct online communication. 

Since virtual tours are a multimedia format, you can add a Google Analytics tracking code to track the consumers’ behavior on your website . It can help you discover the most popular tours and which parts of a specific tour are the most effective. You can leverage this information to generate more leads.

Challenges and limitations

First of all, virtual tourism is the youngest member of the vast travel industry family. Although virtual tours are gaining in popularity, many people still prefer using virtual tours to find out more about a specific destination or attraction so they can make informed decisions . 

Other challenges and limitations of virtual tourism come from the disadvantages of virtual tours. Technology is the major challenge here. In fact, 30% of people are worried about technical issues that may occur during a virtual tour.

Virtual tourism can’t offer anything beyond the visual experience. Travelers still can’t have a sensory experience of actually being there physically. The ambient smells and tactile sensations are still out of the virtual tourism equation. 

Many world destinations have economies that depend on tourists actually visiting and staying. Virtual tourism can potentially negatively affect economies.

How virtual tourism can complement traditional tourism

There are many ways virtual tourism can complement traditional tourism . First, it can play an essential role in promoting destinations throughout the world. Virtual tours are far more immersive than any other media type available to travelers.

Consumers can now get a sneak peek of an attraction, destination, or activity before visiting in person . It can enable them to make the right choice and visit the place they find particularly encaptivating.

Then there is Augmented Reality. It enables travelers to see digital elements in the real-world environment. The AR can provide additional information at the location to make the experience more memorable or offer personalized information to deliver the next level of customer care.

While there are many strategies virtual tourism companies can pursue, not all of them bear the same results. Which ones are worth the time and money put into them? Below you can find the best practices for virtual tourism companies. 

Importance of customer experience

Customer experience should always come first . First of all, virtual tours must be optimized to be available to all consumers despite the bandwidth of their internet connection or the device they use. Next, the emphasis here is on immersion. 

The visual experience has to be immersive to hold the viewers’ attention in place for the duration of the virtual tour. The best way to deliver a great customer experience is to offer engaging, interactive virtual tours, which brings us to the next best practice.  

Strategies for creating engaging and interactive virtual tours

All strategies for creating engaging and interactive virtual tours involve using top-quality visual and audio material. The best virtual tourism companies also have a detailed plan before engaging in such an activity . The plan includes details about the multimedia type. For instance, whether to use 360 degrees pictures generated from a 3D model or panoramic 360-degree image. 

Next, interactive features include interactive flipbooks, guided selling, marketing games, and AR-based interactive videos.

The final strategy revolves around creating the best possible customer journey. You must put yourself in the travelers’ shoes and think about what they want to see, hear, learn, and engage with.

Collaboration with travel agents and online travel agencies

Finally, successful virtual tourism companies collaborate with travel agents and travel agencies . Why is this important? It’s not only about distributing virtual tours to end consumers. The collaboration creates new revenue opportunities for all parties. 

Virtual tourism companies can discover demand trends and customer experience expectations thanks to travel agents’ and travel agencies’ data. They can also consolidate marketing efforts and achieve better results through improved conversion rates and lead generation.

Virtual tourism is an important piece of the entire travel industry puzzle. It provides new opportunities for consumers to discover and explore never-before-visited locations in a cost- and time-efficient manner. It plays the convenience card to invite consumers to engage in immersive experiences. 

Thanks to virtual tourism, the travel sector can now launch engaging and interactive marketing campaigns , reduce the impact of tourism on vulnerable destinations, allow travel agents and agencies to stand out from the crowd , and provide travel experiences to people who can’t travel.  

What about the future prospects and opportunities for virtual tourism companies? It’s obvious that virtual tourism was not just a mere COVID hype . While virtual tourism companies can continue the current course as it generates revenue, they should also explore the new opportunities delivered by Metaverse, such as VR vacations.

A virtual tour company is a business that specializes in creating interactive walk-through experiences. In the travel sector, virtual tour companies create multimedia materials related to a destination, transportation, accommodation, activity, or attraction to create immersive experiences.

Virtual tours don’t necessarily need to cost money. When used in marketing, virtual tours are completely free for consumers. However, as a travel product, virtual tours come with a price tag and require consumers to purchase them to gain access. If you want to create a virtual tour, you will need to pay a fee to the virtual tour company to complete the project for you.

A virtual tour can make money in two ways. It can generate profit when sold directly to a consumer as a travel product, or it can generate money through commission rates when listed on a reputable virtual tour marketplace.

While engaging and immersive, virtual tours have a few disadvantages, such as the lack of physical interaction, technical limitations, the potential impact on local economies, and limited social interaction.

Virtual tours are pretty successful. Over 70% of travelers who experience virtual travel are satisfied with virtual tours. The global virtual tourism market size is projected to reach $847.95 billion by 2028 .

Virtual tourism has a positive effect on traditional tourism. It streamlines the promotion of new destinations, enables consumers to experience destinations before getting there, improves customer experience, and helps create memorable experiences.

The most obvious way to benefit from virtual tourism as a travel agent or agency would be to use virtual tours in marketing campaigns. It makes marketing travel experiences more effective, boosting conversion rates and generating leads. 

Art galleries, museums, hotels, wildlife parks, nature parks, zoos, historical sights, UNESCO World Heritage Sites, cities, monuments, ancient structures, and various activities are all suited for virtual tourism.

Since virtual reality technology enables virtual tourism experiences, the impact of tech is enormous. It’s safe to assume that with better and more affordable tech, virtual tourism experiences will get significantly more available and better in the future.

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Cristóbal Reali, VP of Global Sales at Mize, with over 20 years of experience, has led high-performance teams in major companies in the tourism industry, as well as in the public sector. He has successfully undertaken ventures, including a DMO and technology transformation consulting. In his role at Mize, he stands out not only for his analytical and strategic ability but also for effective leadership. He speaks English, Spanish, Portuguese, and Italian. He holds a degree in Economics from UBA, complementing his professional training at Harvard Business School Online.

Mize is the leading hotel booking optimization solution in the world. With over 170 partners using our fintech products, Mize creates new extra profit for the hotel booking industry using its fully automated proprietary technology and has generated hundreds of millions of dollars in revenue across its suite of products for its partners. Mize was founded in 2016 with its headquarters in Tel Aviv and offices worldwide.

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Saturday, April 13, 2024

Tourism Review

Respected Voice of Tourism

• Tourism Review Online Magazine 1 / 2020
• Development/ Travel World Turning to Innovative Technologies
• VIRTUAL REALITY VACATION MAY REVOLUTIONIZE THE INDUSTRY

Virtual Reality Vacation Offers New Kind of Entertainment

In recent years, new companies have been offering consumers the opportunity to travel and discover monuments through virtual reality. With the health crisis, the trend has accelerated, and a debate is going on in the world of tourism: will tomorrow's travel be based on visual helmets?

Since the beginning of the summer, Notre-Dame-de-Paris has reopened its doors... in virtual reality (VR). It is the FlyView centre, a project launched in 2014 in Paris that allows visitors to discover monuments such as the Eiffel Tower from the air, that has developed this experience during which it is possible to fly over the cathedral before and after the fire while waiting for it to be accessible again. With a VR helmet on the head, the visitor rediscovers, cut off from the real world, the building is first seen from the sky, intact, before entering it and wandering through the different rooms, during the film Revivre Notre-Dame.

The initiatives of virtual reality vacation have been on the increase, especially since the confinement and collapse of the tourism sector. But, in the more or less long term, could virtual reality replace tourism? This is the question that the industry, in search of innovation, is asking itself.

A Tool That Is Still Too Limited

"I don't see it as a substitute for travel, it's an almost absurd assumption for me," says Sophie Lacour, a doctor in information and communication sciences and managing director of the consultancy Advanced Tourism, which specializes in tourism innovation.

If virtual reality were used as a substitute, it would be dramatic. For it doesn't offer the sensations of travel, touch, smell, the environment, and therefore can't be considered as an alternative to it. Futurism as we imagine it, entirely robotic, is not desirable. Humans are social beings, they need contact. A dimension that the VR cannot (yet) offer. Therefore, the consumer needs someone to accompany in their reflections and decisions. If a tour operator is not supposed to indicate which place is better than another in terms of its offers, the adviser will naturally do so, by expressing his or her opinion. Information that a robot or a virtual experiment will never be able to provide in the same way.

"However, this tool is already the journey of the future in the imagination of a large part of the population," says Erik Champion, a professor at the University of Curtin in Australia and a member of the UNESCO Chair whose aim is to analyze the prospects for virtual reality in tourism and education.

"The instrument still needs to be developed," says the specialist. For many, VR may have already replaced travel, but in reality, it still lacks robustness and solid content. In particular, it needs to become a source of sharing that would allow consumers to have a collective experience, which they can configure and customize as they wish in order to try it out with friends".

A framework is, therefore, necessary to make good use of this technology, by integrating it into a circuit or a package so that it makes sense, but also for ecological reasons. Above all, the VR must not be used at home without supervision but must be limited to tourism operators for commercial use, accessible to the greatest number of people. Instruments such as helmets, cables and all the data used by this technology are very energy-intensive. Today's technology is not optimal. It requires a lot of space, cables and powerful computers, which does not make it easily transportable. For these reasons, it has not yet fully conquered the tourism sector.

The Tour Operator of the Future

Nevertheless, while the virtual reality vacation is not necessarily destined to replace tomorrow's travel, it does have features that could revolutionize the industry. Virtual reality could become tomorrow's travel catalogue. A helmet and 360-degree immersion to help customers discover the destinations offered by tour operators would then replace the brochures on the counters. It is the perfect tool for preparing a trip without revealing everything, it would give a real foretaste and allow tourists to better target their preferred trip.

Perhaps it could be even more useful. Without replacing travel, the VR could make accessible destinations that are out of reach. It would help to relieve congestion at certain sites, which would be temporarily closed to allow them to regenerate in an eco-responsible manner. Consumers would also be able to go to inaccessible places such as space, for example. Or even change times. How? By reconstructing places on an archaeological site, a godsend for history fans eager for knowledge. Once on-site, the tour operator will offer an immersive and educational experience. To a small extent, of course, you don't visit a place to have glasses on your head. Reliving Pompeii before it was destroyed, for example, like the exhibition currently on show at the Grand Palais in Paris. "Eventually, virtual reality will bring a new form of entertainment to the tourism industry," imagines Erik Champion. It could appear in the main sites of major tourist destinations, but also as a pastime in airports." No doubt a revolution is underway.

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Virtual Tourism and Challenges in a Post-Pandemic Context

1. introduction.

Technologies are increasingly present, as a part of the society in which we are inserted which, in addition to revolutionizing the way of life of all of us, has also caused great changes in the tourism context, with the emergence of new market niches. The internet has become one of the main media, facilitating travelling to any part of the world in just one click. The recent global pandemic, caused by the Covid-19, has changed not only the way we currently travel, but it has also highlighted the important role played by Virtual Tourism and Gamified Virtual Experiences. Faced with this scenario, several companies in the tourism sector had to reinvent themselves, using virtual environments and digital tools, as an opportunity to maintain and expand their business (López García et al., 2019). The need to invest in marketing and communication strategies was also highlighted, in order to adapt to the new consumer’s behavior, which arose during the pandemic crisis and that will possibly endure. We live in the Age of Influence, in which the majority of the world's population is connected to the web. New segments and market niches are generated by the use of ICT, meeting and adapting to the needs of new generations, leading to the burst of new business models. So, technology, covid-19 and new consumer behavior have brought to light a new type of tourism – Virtual Tourism.

Tourism, assumes itself as a multifaceted and geographically complex activity that increasingly generates new (and different) market segments with different individual interests (Sousa, Magalhães & Soares, 2021). The term niche, in a marketing perspective, refers to two key interrelated ideas: that there is a place in the market for the product, and that there is an audience for that same product. This refers to a specific product capable of keeping up with the needs of a specific market segment (Santos et al., 2021). In this chapter, we propose to study this tourism segment and its role, to mitigate the impact of Covid 19, both in tourism enterprises and tourist consumption. The main objectives of this work are: Conceptualize Virtual Tourism; Understand the impact that new technologies have on the design of new products and services in Tourism; Study the analogy between Tourism Marketing and Virtual Tourism; Analyze the impact of Virtual Tourism and Gamified Virtual Experiences in Pandemic time; Understand the potentialities and limitations of this tourism segment.

This Study is divided into different themes that are related to others, namely, Tourism and ICT; Marketing, Internet and Tourism and Virtual Tourism., We start by realizing the Impact of virtual tourism in pandemic time and In the end, we describe the final considerations about the limitations of the study and present what future studies can be carried out, based on this study.

Key Terms in this Chapter

Social media : Social media are interactive computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks.

Digital Marketing : Is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

Consumer Behavior Online : The study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer’s emotional, mental and behavioral responses that precede or follow these activities in the online environment.

Social Networks : Is a social structure composed of persons or organizations, connected by one or several types of relationships, which share common values and goals.

Online Relationship : Is an integrative and multidimensional concept, such as relationship quality in an offline context.

Virtual Tourism : Is a simulation of an existing location, usually composed of a sequence of videos or still images. It may also use other multimedia elements such as sound effects, music, narration, and text. Virtual tourism is essentially a hybrid concept- it combines both the notions of virtual reality and tourism. In essence, virtual tourism facilitates a tourism experience, without actually having to travel anywhere. Virtual tourism takes many different forms and comes in vary degrees of technological capability.

E-Satisfaction : The contentment of a consumer with respect to his or her prior purchasing experiences with a given retail-oriented website.

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13 Virtual reality in tourism: assessing the authenticity, advantages, and disadvantages of VR tourism

From the book augmented and virtual reality in social learning.

• Raj Gaurang Tiwari , Abeer A. Aljohani , Rajat Bhardwaj and Ambuj Kumar Agarwal

The travel and tourism sectors were a major economic driver before the spread of COVID-19. COVID-19 has had a profound impact on the tourist industry, notably in the areas of marketing, sustainability, and virtual worlds, even if VR is still a relatively young development in the sector. Virtual reality (VR) is often believed to provide visitors with the “perfect” vacation. This is due to the elimination of all drawbacks experienced by visitors to traditional tourist destinations. Despite VR’s advantages and growing popularity, an important issue remains: will VR spell the death of traditional tourism, or is it only the beginning? This chapter examines the intersection between tourism and technology, with an emphasis on the part played by VR. The purpose of this chapter is to investigate whether VR tourism can replace traditional tourism or represents a distinct subset of the tourist industry. Tourism is placed and contextualized inside the VR domain, and the origins and evolution of VR are investigated in order to assess this astounding change in an ancient industry. It investigates the validity of the VR tourist experience and the pros and cons of it.

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25 Important Disadvantages of Tourism

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

I am sad to say that there are many disadvantages of tourism. Tourism has the power to do so much good, but equally it also has the power to do so much bad. The key is careful and sufficient tourism planning and management. So what are these disadvantages of tourism, why are they so bad and how can we overcome them? Read on to find out…

The 3 categories of disadvantages of tourism

Natural habitat disruption, resource depletion, climate change, wildlife disturbance, coral reefs damage, seasonal nature of tourism, economic dependence, revenue leakage, unequal distribution of income, opportunity cost, over-reliance on a single industry, environmental costs, cost of living, cultural commodification, cultural displacement, commodification of culture, overcrowding, increased crime, social inequality, change in local lifestyles, loss of local employment, inflation in property prices, sustainable tourism practices, involving local communities, education and awareness, diversification of the economy, government regulations and policies, infrastructure development, long-term planning, adaptable management strategies, the disadvantages of tourism- to conclude, the disadvantages of tourism.

As one delves into the captivating world of globetrotting, it is easy to become enamored with the captivating allure of exploration, adventure, and cross-cultural interactions that define the tourist experience. Tourism, undoubtedly, contributes significantly to the economic prosperity of nations, providing employment , generating foreign exchange, and fostering cross-cultural understanding . Yet, there exists a darker side to this glittering façade, one that, more often than not, escapes the radar of mainstream discourse.

This post will highlight the less celebrated aspects of tourism, focusing on its potential downsides that are, somewhat ironically, entwined with its many benefits. Despite the ubiquity of tourism and its significance in today’s globalised world , it is crucial to address its potential for harm in the name of balance and long-term sustainability .

The downsides of tourism are numerous, encompassing aspects such as the environment, culture, economy, and social fabric of tourist destinations . Through this article we will delve into these impacts, seeking to not merely criticise, but also to inspire a rethinking of our attitudes and practices around tourism. By doing so, we endeavour to shed light on how we might navigate these complex issues and foster a more responsible and sustainable approach to tourism .

The disadvantages of tourism can be broken down into three categories: economic, environmental and social. I have summarised these below for you.

Now lets dig a bit deeper into the disadvantages of tourism outlined above one by one…

Environmental Disadvantages of Tourism

If responsible tourism practises are not employed, tourism can, and does, cause significant harm to the environment. I have outlined some of the most common examples of the environmental disadvantages, also known as environmental impacts of tourism , of tourism below for you.

Tourism often leads to deforestation and disruption of natural habitats to accommodate tourists , causing a significant loss of biodiversity. This could involve clearing land for accommodations or other facilities, thereby endangering flora and fauna unique to the area.

How can we mitigate or reduce this disadvantage of tourism?

Sustainable tourism practices, including limiting development in sensitive areas, promoting eco-tourism , and educating tourists about responsible travel , can help preserve natural habitats.

Tourism can strain natural resources, particularly water and food supplies, especially in regions where these resources are already scarce. The increased demand can lead to overexploitation, endangering the long-term availability of these resources.

Implementing resource management strategies, promoting the use of renewable resources, and encouraging tourists to respect local resources can help mitigate this issue.

Tourism contributes to various forms of pollution. Air pollution results from transport, noise pollution from increased activity, litter from irresponsible disposal of waste, and other types of pollution, all of which can degrade local environments and disturb wildlife.

Establishing and enforcing environmental regulations, utilising environmental impact surveys , promoting green travel options, and educating tourists about proper waste disposal can help reduce pollution.

High tourist traffic can cause physical damage to natural landscapes. For example, excessive hiking and foot traffic can lead to soil erosion and degradation of historic sites, damaging these irreplaceable resources.

Restricting access to vulnerable areas, creating designated pathways, and educating tourists about the importance of preserving these sites can help reduce erosion.

The carbon footprint from travel, especially air travel, contributes to greenhouse gas emissions, leading to global climate change. Tourism’s contribution to climate change can have far-reaching consequences for ecosystems worldwide.

Promoting low-carbon transportation options , implementing carbon offset programs, and raising awareness about the environmental impacts of travel can help mitigate tourism’s contribution to climate change.

Human interaction can disturb the natural behaviour of wildlife. Some species may become overly dependent on human food sources, while others may react aggressively or retreat from their natural habitat, disrupting the balance of local ecosystems.

Educating tourists about respectful wildlife interaction, enforcing rules about feeding wildlife, and promoting non-intrusive wildlife viewing experiences can help to reduce disturbance.

Activities like snorkelling and diving can unintentionally damage delicate coral reefs . Additionally, increased boat traffic can lead to oil leaks and other pollution, posing a threat to marine life.

Implementing and enforcing marine protected areas, educating tourists about coral-friendly snorkelling and diving practices, and monitoring boat activity can help protect coral reefs.

Economic Disadvantages of Tourism

Unfortunately, there are many economic disadvantages of tourism, also known as negative economic impacts of tourism . I have outlined the most common below.

Tourism tends to be seasonal, often peaking during particular times of the year. This fluctuation can lead to periods of high employment followed by periods of widespread job loss, creating economic instability. This cyclical pattern can be challenging for local communities that heavily depend on tourism, making budgeting and financial stability a strenuous task.

Diversifying tourism offers, promoting off-peak travel and developing other forms of sustainable local industries can help smooth out the seasonal fluctuations of tourism and provide more stable employment.

The increased demand for goods and services during the tourist season often leads to price inflation . This surge in prices can result in an increased cost of living for local residents, making everyday goods and services more expensive and less accessible.

Implementation of policy measures to control inflation and monitoring of prices, especially of essential goods, during the peak season can help ensure that locals are not negatively impacted.

Regions that rely heavily on tourism can become economically vulnerable in the face of downturns in the industry. These downturns can be triggered by numerous factors such as natural disasters, political instability, global pandemics, or even changing travel trends. This economic fragility poses a significant threat to the livelihoods of local communities.

Diversifying the local economy by promoting and developing other industries can help reduce dependence on tourism and build economic resilience.

Often, a substantial proportion of the revenue generated by tourism does not benefit the local economy but ends up in the hands of foreign-owned businesses , such as international hotel chains and airlines. This phenomenon, known as revenue leakage, can undermine the local economic benefits of tourism.

Encouraging and investing in locally owned businesses and promoting local goods and services can help ensure that more of the tourism revenue stays within the local economy.

The economic benefits of tourism are often unevenly distributed within a community, exacerbating income disparities. More affluent regions or populations tend to gain more from tourism, while less affluent regions or marginalised populations gain less, exacerbating economic inequality.

Implementing policies and practices that promote equitable distribution of tourism revenue can help counter this problem. This might include investing in community-based tourism projects and ensuring fair wages for all tourism-related workers.

Investment in tourism-related infrastructure and services can lead to the neglect of other sectors of the local economy, potentially limiting overall economic development. The resources devoted to tourism could be used elsewhere, potentially offering better long-term economic outcomes.

Balanced investment in various sectors of the economy can help ensure broader economic development, reducing the opportunity costs associated with over-investment in tourism.

Over-dependence on tourism can lead to the neglect of other potential industries, limiting the diversification of the local economy. This lack of diversification can leave the local economy vulnerable to shocks in the tourism industry.

Diversifying the local economy by promoting various industries can help ensure economic stability even when tourism experiences downturns.

Tourism often drives environmental degradation and loss of natural resources, which have their own economic costs. These can include the expense of building infrastructure in sensitive areas, cleaning up pollution , and the lost opportunities for alternative uses of the land .

Implementing sustainable tourism practices that prioritise environmental conservation can help to reduce these costs. This includes regulating tourist activities in sensitive areas and investing in sustainable infrastructure.

Increased tourism can raise property prices and the cost of living, making it challenging for local residents to afford their community. As demand for properties increases with tourist influx, locals may be priced out of their own housing market.

Governments can implement regulations and controls on property prices, especially in regions that are experiencing or are at risk of high tourism-driven property inflation. Policies can also be put in place to ensure affordable housing for local residents is protected and preserved.

The commercialisation of local culture and traditions for the tourist market can lead to “ staged authenticity ,” where cultural activities are modified to cater to tourists. This commodification can potentially lead to the loss of cultural heritage and its inherent economic value, damaging the uniqueness that made the location attractive in the first place.

Policies that protect and promote the preservation of cultural heritage can help counter this effect. Additionally, educating tourists about the importance of preserving local culture and promoting authentic cultural exchanges can lead to more respectful and sustainable tourism practices.

Social Disadvantages of Tourism

There are also many social disadvantages of tourism, also known as social impacts of tourism , that need to be considered. I have outlined the major issues that are commonly encountered below.

The influx of tourists can lead to displacement of local populations and their cultural identities, resulting in a loss of cultural diversity . This phenomenon often results from the pressure to accommodate tourists and can erode the local way of life.

Respecting and protecting local cultures, promoting responsible tourism , and involving local communities in tourism planning can help mitigate cultural displacement.

The commercialisation of local customs and traditions for the tourist market can lead to the loss of cultural authenticity and exploitation of cultural heritage. Traditional practices may be transformed into spectacles for tourists, sometimes leading to staged and insincere representations.

Promoting cultural understanding and respect among tourists, supporting community-owned tourism initiatives, and setting guidelines for respectful cultural engagement can help preserve cultural authenticity .

An influx of tourists can lead to overcrowding, straining local facilities and infrastructure, and reducing the quality of life for local residents. This can create tension between tourists and local communities and degrade the visitor experience.

Implementing visitor management strategies, promoting off-peak travel, and developing infrastructure in a sustainable way can help manage overcrowding.

Some destinations may experience an increase in crime rates associated with tourism, including theft, drug trafficking, and exploitation. This can disrupt the local social fabric and lead to unsafe conditions for both tourists and locals.

Enforcing laws, ensuring adequate security measures, and educating tourists about safe practices can help curb crime associated with tourism.

Tourism can exacerbate social inequalities if the financial benefits of tourism are not evenly distributed within the community. This can lead to social tension and resentment within the local population .

Ensuring fair wages, promoting local ownership of tourism businesses, and implementing policies that promote the equitable distribution of tourism revenue can help address social inequality.

The presence of tourists can influence the behaviour and attitudes of local people, sometimes encouraging undesirable behaviours such as begging or petty crime. This can disrupt local norms and create social issues.

Promoting responsible tourism, involving local communities in decision-making processes, and ensuring that tourism benefits flow to the community can help reduce negative influences on local lifestyles.

In some cases, tourism can lead to the displacement of traditional industries, causing job loss among local populations. This can destabilise local economies and disrupt social structures.

Encouraging sustainable and inclusive tourism development that complements rather than replaces local industries can help preserve local employment.

An influx of tourists can increase demand for real estate, inflating property prices and potentially making it unaffordable for locals to own property in their own community. Companies such as Airbnb can exasperate this issue. This can lead to social displacement and exacerbate economic inequality.

Implementing policy measures to control property price inflation and ensuring affordable housing for locals can mitigate this impact.

How Can Destinations Balance The Disadvantages of Tourism With The Advantages of Tourism?

Balancing the disadvantages of tourism and advantages of tourism is a delicate task requiring thorough planning, strategic management, and conscious efforts from all stakeholders involved, including tourists, the local community, and the government. Below are some strategies that can help:

This approach focuses on minimising the disadvantages of tourism while maximising the advantages of tourism. These practices might include limiting the number of tourists allowed in a certain area at any one time, promoting off-peak travel, and supporting eco-tourism initiatives.

By involving local communities in the planning and decision-making processes, destinations can ensure tourism development aligns with local needs and values. This can also help distribute the economic benefits of tourism more evenly, reducing social inequality.

Raising awareness among tourists about the impacts of their behaviour can lead to more respectful and environmentally friendly behaviours. This can be achieved through informational campaigns, signage, and guidelines, all of which can help to reduce some of the disadvantages of tourism.

By promoting other sectors of the economy alongside tourism, destinations can mitigate the risk of over-dependence on tourism and provide alternative employment options for local communities.

Governments can establish regulations and policies to manage the disadvantages of tourism. This might include zoning laws to protect sensitive environments, regulations to prevent exploitation of cultural heritage, and policies to ensure equitable distribution of tourism revenue.

Thoughtful and sustainable infrastructure development can manage the influx of tourists, mitigate environmental impacts, and enhance the quality of life for local residents.

Taking a long-term perspective in tourism development can help balance immediate economic benefits with the need to preserve a destination’s cultural and natural resources for future generations.

Given the unpredictability of tourism demand , adaptable management strategies can help destinations respond to changes and mitigate negative impacts. This might involve regular monitoring of tourism impacts, feedback mechanisms, and flexibility in policy implementation.

By adopting these strategies, destinations can work towards a more balanced and sustainable tourism model that reaps the benefits of tourism while managing the disadvantages of tourism.

As you can see, there are unfortunately many disadvantages of tourism. However, just because these disadvantages of tourism currently exist, doesn’t mean that have to continue. With adequate planning, policies and governance and with sustainability principles and long-term planning at the forefront of our minds, we can limit the disadvantages of tourism significantly.

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