Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida
By 2035, the world’s most loved destinations from Venice to Yellowstone may face a paradox. Their very popularity risks destroying what makes them special. The tourism sector, which accounts for nearly 10% of global GDP, is responsible for about 8% of global carbon emissions. The rise of virtual tourism, powered by augmented reality (AR), virtual reality (VR), the Internet of Things (IoT), and real-time streaming, offers a powerful new playbook. It is expected to relieve pressure on physical sites while still driving economic impact and engagement.
A New Reality: Experiencing Without Overcrowding
Imagine slipping on a VR headset to join the Formula One’s Monaco Grand Prix or NASCAR Daytona 500 complete with live telemetry, driver biometrics, and IoT-linked pit-lane sensors feeding your haptic chair vibrations. Or stepping virtually into a Michelin-starred kitchen in Tainan (Taiwan) to watch street-food artistry unfold, the steam from the wok simulated in 4D AR. A virtual spa in Iceland can even synchronize scent diffusers and temperature cues to mimic the Blue Lagoon experience.
These experiences don’t replace the real thing. They augment, educate, and entice. They serve as sustainable pre-travel immersion, letting travelers explore responsibly before committing to physical travel, reducing unplanned and high-impact trips.
How Virtual Tourism Can Lighten Overtourism’s Load
Overtourism causes crowding, strain on infrastructure, and degradation of heritage and natural sites. Virtual experiences act as “pressure valves,” offering:
Digital Diversion: Encourage travelers to “visit” digitally first, diverting a portion of demand from fragile ecosystems and historical sites.
Temporal Redistribution: Promote virtual visits during peak times, while nudging off-season or less-known destinations for physical travel.
Inclusive Access: People with mobility limitations, cost barriers, or environmental concerns can participate in tourism without physical strain.
Cultural Preservation: Digitally archive and showcase cultural rituals, cuisine, and performances without over-commercializing local communities.
Revenue Diversification: Virtual entry fees, NFT-based souvenirs, and live-stream sponsorships can financially support real-world conservation.
AR/VR and IoT: The Experience Ecosystem
Virtual tourism becomes powerful when AR/VR integrates with IoT data streams:
AR Gastronomy Tours: Smart glasses overlay ingredient sourcing, chef stories, and tasting notes while live-streaming from real kitchens.
IoT-Linked Spas: Smart bracelets track heart rate and stress response as users undergo a “digital onsen” guided by AI therapists.
Live Sporting Feeds: Fans join metaverse-style viewing pods where IoT-fed live stats and real crowd noise create hyper-real immersion.
Gamified Adventures: Users compete in virtual scavenger hunts around the Great Barrier Reef or Machu Picchu, blending education with conservation messaging.
Ten Doable Strategies to Promote Virtual Tourism for a Greener Future
Create Dual-Access Passes: Combine virtual previews with discounts for off-season, lower-impact travel.
Partner with Destination Marketing Organizations (DMOs): Use VR storytelling to highlight sustainability initiatives.
Integrate Eco-Credits: Reward users with carbon offsets or digital badges for choosing virtual experiences.
Launch “Virtual First” Campaigns: Encourage travelers to explore virtually before booking, reducing spontaneous mass trips.
Build Educational Layers: Add sustainability trivia or interactive guides explaining ecosystem fragility.
Offer Local Business Links: Within VR, enable direct purchases from artisans, chefs, or guides stimulating real economies.
Standardize Virtual Experience Quality: Set ethical and technical benchmarks for authenticity, cultural sensitivity, and accuracy.
Leverage AI Personalization: Use predictive analytics to tailor content to users’ interests and suggest eco-friendly travel alternatives.
Gamify Participation: Develop competitions rewarding users for “green travel behaviors” or virtual exploration milestones.
Collaborate Globally: Partner with UNESCO, UNWTO, and regional governments to integrate virtual tourism into national sustainability agendas.
Strategic Actions to Release the Burden of Overtourism
Digital Twin Destinations: Create VR replicas of over-visited sites to offload real-world footfall.
Smart Visitor Management: Use AI to forecast crowd density and redirect tourists to less-visited attractions.
Dynamic Pricing Models: Adjust admission fees based on visitor load; offer virtual experiences at reduced rates during congestion.
Virtual Queue Systems: Let travelers “experience while waiting,” turning long queues into immersive pre-tours.
Geo-Fenced AR Trails: Replace physical trail expansion with AR overlays guiding users virtually through protected zones.
Sustainable Content Creation: Train influencers and vloggers to promote hybrid experiences that emphasize conservation.
Local Community Revenue Sharing: Ensure VR/AR proceeds flow to heritage protection and local economies.
Cross-Platform Integration: Link virtual tours to national park apps or museum sites for continuous engagement pre- and post-visit.
Virtual Heritage Restoration Projects: Use 3D scanning and VR archiving to preserve sites threatened by climate or human impact.
Continuous Data Feedback Loop: Combine IoT data from both virtual and real visitors to refine sustainability and capacity management.
Conclusion: Virtual First, Sustainable Always
Virtual tourism isn’t about replacing the real. It’s about rebalancing it. By blending AR, VR, IoT, and creative design, destinations can safeguard their cultural and natural heritage while still stimulating economic growth and human curiosity. The world doesn’t need fewer travelers; it needs smarter, digitally-empowered explorers.
Whether you’re tuning into the Monaco Grand Prix from your couch, joining a virtual Taiwanese’s cooking class, or meditating in a simulated Kyoto Garden know that every digital journey can make the real world breathe a little easier.
A sweet tip in 2025. This Halloween, we’re saving teeth and the planet. Instead of handing out 10 pounds of sugar, we’re going virtual. Each candy is now a downloadable NFT (Nice-Flavored Treat). No cavities, no wrappers, and the calories delete themselves at midnight.
{Image Credit: S.S.}
