The metaverse in Tourism: A leap towards sustainability

As technology continues to transform our world, the concept of the Metaverse is emerging as a revolutionary frontier in the tourism sector. The expansionary nature of technological evolution (Ozouni & Zarotiadis, 2016) has paved the way for new immersive experiences that combine blockchain, augmented reality (AR), and virtual reality (VR) to create engaging environments that can enhance or even replace traditional travel experiences. This shift is not just about innovation but also sustainability, making virtual tourism a key player in reducing environmental impacts (Gössling & Peeters, 2007).

The tourism industry, heavily reliant on physical travel, faced significant challenges during the COVID-19 pandemic. These disruptions accelerated the search for creative alternatives, and the Metaverse emerged as a solution. By providing virtual travel experiences, the Metaverse allows individuals to explore global destinations while minimizing the environmental consequences of physical tourism (Sun & Xiang, 2018).

Virtual tourism has the potential to significantly lower the carbon footprint of travel by reducing the need for transportation, one of the largest contributors to greenhouse gas emissions. Additionally, it helps protect popular tourist destinations from the wear and tear caused by heavy visitor traffic, preserving cultural and ecological landmarks for future generations (Han, Tom Dieck, & Jung, 2019).

Arctur, a leading player in the digital tourism revolution, has been instrumental in advancing Metaverse-based solutions. At COP27 in November 2022, Arctur and its partners showcased MetaCOP27, a platform that hosted virtual events focused on sustainability. This initiative demonstrated how the Metaverse can support global efforts towards a more sustainable future by offering virtual alternatives to resource-intensive travel.

Tourism 4.0, another key proponent of integrating advanced technologies in tourism, has also been at the forefront of this movement. Through projects like 3D scanning, AR, VR, and mixed reality (MR), Tourism 4.0 enhances interactions between tourists and cultural heritage, making tourism more accessible and environmentally friendly. People facing physical, financial, or geographical barriers can now experience global destinations through virtual means, broadening the accessibility of travel experiences (Buhalis & Michopoulou, 2011).

As the Metaverse matures, its role in tourism will continue to grow, offering an exciting and sustainable alternative to traditional travel. By reducing the environmental impact of tourism, preserving cultural sites, and making global experiences accessible to all, the Metaverse is poised to be a transformative force in the industry. This shift towards virtual tourism represents not only a technological leap but also a commitment to a more sustainable and inclusive future (Gretzel, Sigala, Xiang, & Koo, 2015).

The FU-TOURISM project’s objectives are highly relevant to the transition towards Metaverse-based tourism. Τhe Project seeks to promote sustainability by reducing the environmental impact of traditional travel while expanding tourism access through digital innovations. Moreover, the project aims to bolster the industry’s recovery and resilience in response to challenges like the COVID-19 pandemic. Therefore, leveraging immersive technologies, such as AR and VR to create virtual tourism experiences are strongly supported via project’s activities and are aligned with FU-TOURISM’s mission: to encourage the adoption of smart, sustainable, and forward-looking tourism practices, complementing the technological advances that will shape the future of travel.