The metaverse’s conceptual roots demonstrate that it represents a formidable technological intervention. Since the 1990s, the notion of the metaverse has existed globally, although it has only lately acquired significant notice. What prompted the transition of the metaverse from the domain of science fiction literature and films to actual projects? The notion of the metaverse, which represents corresponding virtual locations, outlines new possibilities for social interaction and digital experience. Consequently, applying a metaverse in various use cases, such as tourism, may provide several potentially helpful advantages.
Metaverse tourism is a concept that combines the metaverse and the tourism industry. This combination offers a unique way for people to engage with virtual destinations and experiences without leaving their homes. The metaverse allows users to explore vibrant, three-dimensional virtual worlds and interact with virtual objects and other users. Through wearable technology like virtual reality headsets, users can immerse themselves in virtual environments and have a rich digital experience.
To fully understand the potential impact of metaverse tourism, it is important to delve into the definition of the metaverse and the tourism industry. The metaverse is a digital platform that allows users to create avatars, games, and objects within a collection of diverse but linked virtual worlds. On the other hand, the tourism industry encompasses transportation, entertainment, food and beverage services, and hotels, among other activities.
There is a tight connection between tourism and the metaverse since the metaverse enables the creation of digital representations of real-world objects and environments. While virtual reality (VR) tourism allows users to virtually visit distant locations, metaverse tourism goes beyond VR experiences. It offers opportunities for users to attend live concerts, explore museums, participate in conventions, and even “go” to nightclubs in the virtual world.
Metaverse tourism can also impact the hospitality industry. Hotels can utilize the power of the metaverse to enhance marketing and sales strategies. Through virtual tours, potential guests can experience what each hotel has to offer and make informed choices about their travel plans. The metaverse also opens up promotional opportunities for the tourism industry, allowing businesses to showcase their products and services in a more immersive and interactive way.
Furthermore, the metaverse has the potential to generate additional revenue for the tourism industry. Hotels can increase weekday reservations and target business-leisure travelers more effectively. They can also engage with customers in the virtual world, offering them additional product offerings and packages. Event organizers can sell premium tickets through virtual tours of VIP areas and host virtual events that attract attendees from around the world.
Real-life examples of metaverse tourism already exist and provide insights into its potential advantages. Non-fungible tokens (NFTs), a crucial element of the metaverse, have been utilized by companies like Marriott to enhance customer engagement. Marriott introduced NFTs during Art Basel Miami Beach 2021 as part of their “Power of Travel” campaign. These NFTs were used as advertisements for Marriott’s entry into the metaverse, and they were auctioned off with bitcoin as a form of payment.
Overall, metaverse tourism represents a new frontier in the travel industry. It has the potential to redefine the way people experience and engage with virtual destinations. By leveraging the capabilities of the metaverse, the tourism industry can enhance customer experiences, increase revenue, and explore innovative marketing strategies. As the metaverse continues to evolve and gain more attention, its impact on the tourism industry is likely to grow, opening up new opportunities for businesses and travelers alike.
