Augmented Reality in Tourism: Enhancing the Traveller's Experience
We previously discussed VR, that being Virtual Reality and what that brings and may bring to the tourism industry. Now it's the turn of its old mate AR, or Augmented Reality and how that fits into the picture.
You'll know or recall how VR is getting fully immersed in an experience without actually being there. You are surrounded by the sights and sounds and any other sensory experience it offers. This makes a good substitute to give you an idea of a place. Nothing like the real thing of course (yet) but a bit of fun and potentially very useful. This is usually accessed through a headset or similar means.
AR is a step back from that and is more of a blend of the 'real life' with the 'fake' layer on top or incorporated in some way. A blended mix and match where we can use devices to enhance a situation or add something to it but not actually enter the virtual.
Nowadays travellers expect a lot more than a static map and tend to expect ineractive, personalised and more immersive experiences. And AR is one such way that's offered, transforming the way people view cities, landmarks and other attractions by overlaying some digital information on the real world. This can be interactive city guides or 'try before you go' previews of destinations or other types of enhancement.
The Rise of AR in Travel
Defining AR in Tourism
AR integrates digital visuals, text or 3D models into the physical environment via a smartphone, tablet or AR glasses. It's different from VR in the sense that AR enhances the real world instead of replacing it.
Early Adoption
Apps like Pokémon Go introduced AR to the mainstream, paving the way for location-based AR experiences in tourism. And museums and tourism boards began experimenting with AR overlays to enrich exhibits and walking tours.
Practical Applications of AR in Tourism
Interactive City Guides
AR-powered apps turn a traveller’s smartphone into a dynamic lens. Pointing a phone at a building for example could display historical facts, architectural details or related stories.
For navigation, AR can overlay arrows on the street to guide travellers to destinations in real time (eg. Google Maps Live View).
Cultural and Historical Experiences
Historical sites use AR to recreate how ruins looked in their prime. Like at ancient Roman sites, travellers there can use AR to see reconstructed temples layered over the existing ruins.
Museums use AR to animate artifacts, allowing visitors to see 'living history'.
Virtual Try-Before-You-Go Experiences
Destination previews: AR apps let users visualise landmarks or hotel interiors before visiting.
Airlines and travel agencies integrate AR to help travellers 'experience' destinations during the booking process.
Hospitality and Attractions
Hotels use AR for interactive maps, digital concierge services or AR-enhanced room features. While theme parks employ AR scavenger hunts, interactive rides and gamified experiences.
Benefits of AR for Travellers
Immersive learning enhances cultural understanding by making history, art and science interactive.
Personalised exploration: AR content adapts to the traveller’s preferences and pace.
Convenience: Provides real-time, context-aware navigation and information.
Engagement: Gamified AR tours encourage travellers to explore more deeply.
Accessibility: Offers translations, audio guides and visual cues to make destinations more inclusive.
Industry Impact
Tourism Boards use AR campaigns to attract visitors by showcasing destinations in innovative ways. Travel Agencies use AR for destination marketing and immersive trip planning. And local businesses like restaurants, shops and attractions benefit from AR features that highlight reviews to menus and any special offers when travellers walk by.
What About Drawbacks?
Technological
Of course this all requires compatible smartphones or AR glasses, which not all travellers own. This will take time to become the norm and there will be an expense and learning curve.
Data Overload
Excessive overlays can distract from the real-world experience. It could all get a bit overboard and end up detracting from what it was supposed to be doing. It should be an addition to enhance, rather than something that takes over and removes any essence.
Accuracy Issues
GPS and AR mapping sometimes struggle with precision in dense urban areas. None of these things are always accurate and can struggle in certain environments. No doubt this will be the case here but I guess you run with what you have and take this into account.
Cost
There's always a price to pay and can people and organisations do so? Developing high-quality AR content is expensive for smaller destinations or museums, so could be prohibitive or at least a mjor consideration.
The Future of AR in Tourism
AR Glasses and Wearables
Devices like Apple Vision Pro and future AR glasses may make AR experiences seamless and hands-free.
AI + AR Integration
Smarter systems could provide contextual, real-time translations, restaurant suggestions or personalised itineraries directly through AR lenses.
Gamification of Travel
Scavenger hunts, AR-based treasure maps or city-wide interactive games could become common tourism attractions.
Metaverse Travel Hybrids
Blending AR with virtual tourism, travellers could interact with digital layers of history or meet virtual avatars of guides while exploring real-world locations.
Final Thoughts...
As ever it comes down to how best this is all used. The technology is there (or at least emerging) and it can be a real asset, enhancing our experience, being useful and more fun. There are always considerations for the creators and anyone using the tech, from cost to how much they want to integrate this sort of thing.
The idea though is that AR is redefining tourism by blending the physical world into richer and more interactive experiences. It's a push to explore and make it that bit more smarter, engaging and personal.
I had mentioned in an earlier article how I think this is an underrated technology (not just in travel but in general). As in, VR gets more of the headlines and is about jumping into another world (but not actually) whereas AR can be a bit more versatile, giving us glimpse of something and a helping hand whilst striking to right where we are.
Either way, there's a place for it and we're likely to see it grow. Just how much remains to be seen, but much is already happening... in particular that leap from phones to other methods of viewing which should be exciting to watch play out!
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