Throughout 2025, we have witnessed how virtual and augmented reality (VR and AR) technologies have significantly aided in the recovery of the global tourism sector in the wake of the pandemic.
Initially, these technologies were mostly leveraged for entertainment purposes, with various theme parks employing them to create immersive experiences for visitors. However, there’s a feeling that VR and AR have not reached their full potential in today’s travel and tourism landscape.
Indeed, the potential applications extend far beyond mere entertainment. We are beginning to see VR and AR influence multiple facets of travel and tourism, effectively reshaping traditional operations.
Evolving Applications
During ITB Asia 2025, Andrew Chan, the ACI HR Solutions CEO, noted that VR technologies are already being utilized in various ways across the travel and tourism sectors. For example, throughout the pandemic, flight crew training increasingly relied on VR technologies, alongside longstanding use in pilot training through flight simulators.
Today, companies like AStation are exploring VR and AR as alternatives to standard entertainment options, enhancing theme park and museum attractions. Recently, at BE @ Penang 2025, a company showcased an immersive virtual environment that opened attendees’ eyes to the technological possibilities within the sector.
Looking Ahead
The future holds immense opportunity for VR and AR in numerous areas of the global tourism industry. Practical examples of these technologies enhancing tours, such as in Macau, and the reconstruction of historic sites demonstrate their capabilities. Potential future applications include:
- Wellness Tourism: Using VR/AR to induce states of meditation or calm, particularly in airports for neurodivergent individuals.
- Medical Tourism: Simulating procedures to minimize patient anxiety and enhance understanding of medical conditions.
- MICE (Meetings, Incentives, Conferences, and Exhibitions): Allowing planners to visualize venue setups in advance.
- Sustainable Tourism: Providing virtual experiences of endangered sites to mitigate physical damage.
As innovations continue to unfold, the imaginative possibilities offered by VR and AR appear limitless.
