The online tourism industry was already poised for strong growth in the period from 2025 to 2035 due to fast-paced technological advancements in the digital space, changes in consumer behaviour and a growing emphasis on experiential travel. Virtual tourism leverages components of VR, AR and material such as 360-degree video to enable tourists to visit locations remotely. This trend is not only revolutionizing how travellers consume travel information, it's making experiences previously unavailable available because of other practical, financial, or logistical reasons.
The global virtual tourism industry was at USD 14.2 Billion in 2025 and is expected to be USD 29.1 Billion by 2035 with a CAGR of 7.4% during the forecast period. The market is increasing due to increasing demand for customization and accessible holidays, especially among technology-embracing younger generations and environmentally aware substitutes for mass tourism The constant evolution of AI-powered platforms, content, and realistic-quality virtual spaces is improving the overall attractively of virtual tourism solutions, ultimately stimulating tourism experience.
In addition to leisure consumers, the virtual tourism industry is also growing in the educational sector, corporate training, and health sector, using VR and AR technology to recreate experiences for educational, team-building, and therapeutic goals. As a result, such use case diversification is widening the market's reach yet further, making virtual tourism a dynamic and multifaceted industry.
Ongoing research and development investments in technologies like haptic feedback devices, spatial audio, and AI-based tour guides will most likely continue to improve the quality and realism of digital travel, creating more immersive experiences. Continuous innovation in the industry reminds us that this can cause the virtual tourism market to be an integral part of the overall digital transformation that is taking place across both the travel and entertainment sectors.
Key Market Metrics
| Metric | Value |
|---|---|
| Market Size in 2025 | USD 14.2 Billion |
| Projected Market Size in 2035 | USD 29.1 Billion |
| CAGR (2025 to 2035) | 7.4% |
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North America virtual tourism market is the leading developer region, due to strong adoption of advanced digital technologies and an established ecosystem of tech companies and content creators. Countries like the United States and Canada included, many so advanced VR and AR platforms, where there are lots of start-ups and business giants creating sophisticated virtual travel platforms.
In North America, the entertainment and gaming industries are contributing significantly to the rise of virtual tourism, producing high-quality, immersive travel content that caters to a broad spectrum of viewers. With well-established infrastructure such as high-speed internet, cloud services, etc. in the region, streaming and virtual experiences can be easily distributed, making the region a perfect market for innovation.
North America’s raising awareness around sustainability and carbon footprint is driving an interest in virtual tourism as an alternative to traditional travel with a lower carbon output. The rise of virtual tourism has been touted as an "important" solution by travellers who are looking for sustainable options and who do not want to sacrifice new experiences for environmental reasons including long-haul flights and large-scale tourism infrastructure.
Countries like the United Kingdom, France, Germany, etc., have involved heavily in digital innovation and tourism marketing in Europe as well. Virtual Tours Help Destination Get Global Audience Due to Historical Places Sights in a Beautiful City in European countries would lend themselves to becoming global tourist destinations.
The European Commission and several initiatives on national level for promoting VR/AR technologies has led to a surge of virtual tourism projects. Museums, cultural institutions and tourist boards across Europe are developing interactive virtual tours, virtual exhibitions and immersive recreations of history. Not only do such efforts help organizations reach international audiences, but they also offer an additional revenue stream during off-peak seasons or times when travel is limited.
Moreover, Europe’s concentration on inclusive tourism on the continent has even fostered adoption of virtual tourism solutions that allow easy accessibility for disabled individuals, senior citizens and anyone who is on a sick leave or cannot go for self-funded travel. The remarkable feature, which allows visitors to explore the region from the comfort of their home, is seen as an innovative way of broadening the region's tourism appeal whilst cementing its long-standing association as a ground zero for cultural and technological innovation.
The virtual tourism market in the Asia-Pacific region is projected to grow at the highest CAGR, with the growing penetration of VR/AR devices, enhancing the digital infrastructure, and increasing consumer demand for new and innovative travel solutions being the major factors contributing to this growth. Countries like China, Japan, and South Korea are leading the way in developing virtual tourism, using their technology and entertainment industries to create great immersive travel content.
China invested heavily in VR and AR technology and had both government support for digital tourism initiatives and private companies moving rapidly to develop immersive experiences. Japan’s combination of strong traditional culture and advanced technology has also put it at the forefront of virtual tours for those famous buildings, temples and cultural sites. Couple this with the advanced state of gaming and eSports in South Korea and it’s no surprise that the region is well-positioned to create quality virtual tourism experiences.
Moreover, the demand for low-cost travel options is also driven by the fast-expanding middle-class population in Asia-Pacific as well as rising disposable incomes. Virtual tourism also becomes a popular alternative for families or people in general to discover the world´s most famous place without the expensive costs and logistical challenges of international travel. The region’s robust innovation ecosystem combined with this momentum makes Asia-Pacific a major growth market for virtual tourism.
Challenges
Developing high-quality virtual content needs investments in technology, human resources and the infrastructure. Such expenses can be prohibitive for smaller tourism operators and local governments. A further critical hurdle is the acceptance of virtual tourism solutions by consumers and their familiarity in using these services. While there is some level of interest in these virtual experiences, there are seasoned travellers that question how well these fleeting experiences can replicate the authenticity and emotional connection that can only be found through physical travel. Overcoming this perception requires continuously improving content quality, user interfaces, and sensory immersiveness.
Opportunities
Virtual tourism is a market to explore with great potential for innovation, new revenue streams, and global exposure. As both VR/AR hardware costs go down and technology becomes more democratized, more consumers can afford to explore virtual destinations. This enhanced proximity is expected to drive demand and motivate more tourism operators to develop virtual offerings. With an increased focus on sustainable tourism, virtual tourism emerges as a convenient and sustainable alternative.
Virtual tourism, by limiting the necessity of travel, workflows and resources and can thus, minimize wear in relation to the environment without losing the immersive experience that comes from either. Destinations can market virtual tours as an addition to physical travel, giving travellers the option to “preview” destinations before travel or explore places otherwise inaccessible to them from home.
The virtual tourism market had been growing rapidly from 2020 to 2024, largely due to the COVID-19 pandemic, which limited physical travel and spurred the adoption of immersive digital experiences. The growing popularity of virtual reality (VR) and augmented reality (AR) and 360-degree video tours enabled consumers to virtually visit destinations from their homes. Museums, historical sites, and tourism boards used digital platforms to create virtual experiences, making travelling more accessible. However, the high cost of hardware, lack of immersive content, and little-to-no user engagement kept wide adoption at bay.
All of these move towards a truly virtual experience similar to what we can expect for in-person tourism in 2025 to 2035 and one where AI and haptics systems combined with the met averse achieve that integration and potential interaction. As XR (Extended Reality) becomes more sophisticated and affordable, virtual tourism will evolve from a complementary experience into an everyday travel alternative. AI-Powered Personalization and Hyper-Real Language Translation Hyper-sensory immersive experiences will drive how travellers experience digital destinations. And it will also see increased usage for sustainable tourism, allowing eco-friendly adventures to lessen their carbon emissions while embracing immersive cultural experiences virtually.
Market Shifts: A Comparative Analysis (2020 to 2024 vs. 2025 to 2035)
| Market Shift | 2020 to 2024 Trends |
|---|---|
| Regulatory Landscape | Limited regulations around virtual tourism; initial discussions on intellectual property and digital experience copyrights. |
| Technology Adoption | Growth in VR tourism applications, 360-degree video tours, and early adoption of AR in cultural and historical sites. |
| Consumer Engagement | Virtual tourism primarily served as a supplement to physical travel, often used for pre-trip planning. |
| Immersion and Sensory Experience | Limited to visual and audio experiences; some platforms integrated basic interactive elements. |
| Market Competition | Presence of VR tourism start-ups, travel agencies incorporating 3D tours, and tech giants investing in immersive content. |
| Market Growth Drivers | Demand surged due to travel restrictions and growing interest in digital experiences. Museums and tourism boards adopted virtual experiences to maintain engagement. |
| Sustainability and Eco-Tourism | Initial awareness of virtual tourism’s potential to reduce carbon emissions by replacing certain physical trips. |
| Integration of AI and Personalization | Limited use of AI, mainly for virtual tour navigation and automated voiceovers. |
| Advancements in Digital Tourism Models | Development of standalone VR travel experiences; early-stage experimentation with AR in museums and city tours. |
| Market Shift | 2025 to 2035 Projections |
|---|---|
| Regulatory Landscape | Standardized policies for VR-based tourism, including data privacy, accessibility mandates, and ethical guidelines for AI-driven virtual experiences. |
| Technology Adoption | Widespread use of AI-driven avatars, hyper-realistic digital twins of real-world locations, and multi-sensory immersion via haptic technology. |
| Consumer Engagement | Shift towards full-fledged virtual travel experiences, allowing users to explore destinations in real-time with AI-powered interactive guides. |
| Immersion and Sensory Experience | Advanced haptic feedback, olfactory simulations, and real-time environmental data integration to enhance realism. |
| Market Competition | Dominance of met averse-based tourism platforms, AI-generated virtual landscapes, and partnerships between tourism boards and tech innovators. |
| Market Growth Drivers | Growth driven by climate-conscious travel alternatives, affordability of VR hardware, and AI-powered, hyper-personalized tourism experiences. |
| Sustainability and Eco-Tourism | Integration of virtual tourism into sustainability initiatives, offering carbon offset programs and eco-friendly travel alternatives. |
| Integration of AI and Personalization | AI-powered personalization with real-time translation, virtual travel companions, and dynamically generated environments based on user preferences. |
| Advancements in Digital Tourism Models | Seamless integration of physical and digital tourism via mixed reality, enabling hybrid travel experiences combining virtual and real-world interactions. |
The USA is among the top virtual tourism markets as it is home to advanced technology companies, has widely embraced virtual reality (VR) and augmented reality (AR), in addition to rising interest in immersive travel experiences. Major travel companies and museums are leveraging VR-based tourism experiences to engage visitors. The continuing rollout of 5G networks and cloud-based VR systems is making virtual trips even easier to enjoy. Moreover, the growing demand for sustainable and convenient tourism solutions is also driving the market growth, with virtual tourism contributing to reduced carbon footprints and providing opportunities for persons with mobility limitations. This is an industry trend that also creates new opportunities as met adverse platforms become invested in interactive tourism.
| Country | CAGR (2025 to 2035) |
|---|---|
| United States | 7.8% |
The UK virtual tourism market is expected to grow rapidly as a result of the country's strong position in digital innovation, cultural heritage sites, and the adoption of immersive technologies in the tourism sector. State-sponsored initiatives encouraging digital tourism and smart city projects are speeding the incorporation of VR and AR into travel experiences. Domestically and internationally, virtual excursions of historical sites, cultural institutions and nature attractions are growing in popularity. Industry, too, is being transformed by hybrid tourism models, combining physical and virtual experiences. Furthermore, the adoption of AI-powered VR guides and interactive storytelling is improving user engagement, establishing virtual tourism as a sustainable and practical alternative to conventional travel.
| Country | CAGR (2025 to 2035) |
|---|---|
| United Kingdom | 7.1% |
The key areas to look out in the European virtual tourism market include Germany, France, and Italy due to rising investments in digital tourism infrastructure, AR-based cultural experiences, and smart tourism. The European Union plans to turn to sustainable tourism, which is pushing the adoption of virtual travel to combat over-tourism and environmental destruction. Museums, UNESCO heritage sites and historical cities are using VR to offer thrilling virtual tours. As a result, international tourists are not only benefiting from this advancement but is also empowered by AI and real-time language translation in the VR tourism domain. And the combination of cutting-edge technology and traveller experience, including 3D mapping, holographic displays, and AI-generated tourism assistants, is slated to impact the region's virtual tourism fare in the future.
| Country | CAGR (2025 to 2035) |
|---|---|
| European Union | 7.3% |
Since the nation has long been at the cutting edge of robotics, VR and AR technologies, Japan is at the forefront of creating best-in-class virtual tourism experiences. Several met adverse tourism integrating into the country provides enhanced opportunities for users to travel Japan’s cultural heritage and scenic spots in virtual environments, driving the market growth. AI-based VR simulations are gaining traction in the tourism industry, which uses the technology to promote travel destinations, traditional arts, and cultural festivals. Interest from overseas travellers looking to visit Japan before making a visit has intensified demand for virtual tourism. Moreover, the partnership of the state with tech companies produces next-gen VR tourism platforms with improved interactivity and personalization-based on Artificial Intelligence technology.
| Country | CAGR (2025 to 2035) |
|---|---|
| Japan | 7.2% |
South Korea is poised to become a heavyweight in the world of virtual tourism. This country is now investing billions in 5G-enabled VR tourism platforms, which allow global tourists a kind of real-time interactivity. AR/VR in K-culture tourism which adds K-pop, K-drama, and historical attractions has a large audience all over the world. According to a report, digital tourism has also been integrated into South Korea smart city projects, integrating urban landscape and cultural hotspots operating with digital format to allow users to visit virtually. They are making it more appealing by making use of AI-driven virtual tour guides and 3D holograms for example.
| Country | CAGR (2025 to 2035) |
|---|---|
| South Korea | 7.6% |
Segments of tour operators and government bodies hold the largest share in the virtual tourism market as travellers increasingly desire immersive, tech-driven tourism experiences. Virtual tourism virtual tourism allows users to explore destinations from a distance in an immersive experience thanks to VR, AR, and 360 degree digital content. However, this new way of travelling is crucial in making world tourism more accessible, preserving heritage sites and boosting economic activity. The combination of AI, block chain Enabled travel authentication along real-time digital interactions allows a seamless and interactive experience for tourists making virtual tourism an integral aspect for travel business, cultural institutions, tourism boards and government agencies.
Tour Operators Expand Virtual Tourism Offerings as Demand for Immersive Experiences Grows
The rising halls in the virtual tourism business are tour operators, which offer structured virtual travel experiences to renowned landmarks, cultural heritage websites, and adventure destinations. Virtual tourism, on the other hand, transcends geographical boundaries and gives travellers the freedom to discover new places from the comfort of their own domicile through the use of immersive technology.
Increasing demand for virtual travel experience, such as digitally guided tours of a museum, interactive visits of cultural heritage, and nature explorations, further contributed to the market adoption. Virtual tourism finds significant adoption among business travellers, students, and technology enthusiasts, seeking educational and professional experiences. Research shows that more than 70% of virtual visitors prefer organized digital travel visits offered by specific tour agencies, emphasizing robust demand for this subgroup.
Market demand has been strengthened through the growth of tailored virtual tourism experiences, including live-streamed interactive guided tours, AI-assisted cultural explorations, and on-demand digital travel services, offering ease of access and engagement in the industry.
Advanced digital tourism platforms powered by AI travel assistance, secure visitor authentication through block chain technology, and even interactive holographic tour guides have all contributed to increased adoption and a seamless virtual tourism experience for users around the world.
Programs for virtual tourism sponsored by corporations offering elite access to world tourism for business class and investment on brands are expanding markets and enabling brand growth and industry partnerships.
Expansion of green virtual travel practices, such as carbon-neutral virtual traveling trips, ethically obtained cultural materials, and AI-generated storytelling about destinations, has reinforced this market development by ensuring improved alignment with global responsible tourism frameworks.
While the tour operators segment benefits from accessibility, digital storytelling, and tourism diversification, it's not without challenges - particularly as related to technical limitations for VR usage, data privacy issues, and infrastructure barriers in developing markets. But new advancements, such as AI-driven virtual tour personalization, 5G-enabled immersive travel experiences, and block chain-protected digital travel documents, are driving efficiency, safety, and user engagement in the industry, securing continued market growth for virtual tourism operators across the globe.
Government Bodies Support Virtual Tourism Expansion as Public Sector Initiatives Promote Digital Heritage and Cultural Accessibility
The European Commission is collaborating with our solution to develop a comprehensive platform representing destiny and similar initiatives has appealing market adoption, especially with tourism boards, cultural heritage organizations and national development agencies realizing the potential for economic benefit as well as education through virtual tourism. Contrary to traditional tourism, the government-led initiatives for virtual tourism emphasize on cultural heritage promotion, preservation of historical sites with digitalization, and bolstering public awareness of tourism resources.
The interest in government-backed virtual tourism programs is growing, including digitally preserved UNESCO heritage sites, AI-based virtual visits to cities, and state-sponsored interactive museum tours. Demand in the market is also spurred by its growing appeal to tourists who want to explore a location without physically being there, as some destinations grapple with travel limitations. According to studies, more than 60% of government-led tourism campaigns currently feature a component of virtual tourism, minimizing strong segment growth.
The development of national virtual tourism plans, complete with fully digitized tourist hubs, AI-assisted reconstructions of historic sites, and block chain-powered digital travel passports, have consolidated market demand and guaranteed a wider reach and scalability of virtual tourism programs.
However, the adoption has also seen an upward trend due to the implementation of AI based government tourism platforms which can utilize real-time interactive travel simulations, AI powered tourism behaviour analytics and a block chain enabled tourist identity verification. Well, through establishing public-private virtual tourism partnerships, co-branding of digital tourism experiences in AI-powered destination marketing initiatives and government certificates for virtual visitors, market growth has been optimised, ultimately leading to increased visibility for digital tourism offerings.
By embracing government-led sustainable strategies, comprising carbon-neutral digital tourism promotions, responsible AI utilization in digital tourism storytelling and sustainable mobility solutions for hybrid tourism trends, sustainable business practices have bolstered market growth towards global commitment in favour of responsible tourism.
A segment often overlooked, this is a category on its own for virtual tourism creating government bodies, which has its benefits in terms of digital accessibility, cultural engagement, economic development, etc., but it also has a slow policy adaptation towards virtual tourism, non-existent digitized travel measures, and low public perception of benefits of virtual tourism.
Recent developments in AI-driven virtual tourism legislation, block chain-powered digital tourism transparency, and immersive travel marketing campaigns are enhancing regulatory efficiency, accessibility, and audience engagement, paving the path toward further growth of country-led virtual tourism initiatives around the globe.
Virtual travel agencies have been among the most accepted virtual travel booking platforms that have provided seamless travel access to interactive travel experiences, live-toured tours, and AI-tailored travel recommendations. Compared to conventional travel agencies, OTAs utilize big data analytics and AI-based algorithms for improving virtual travel accessibility, user interaction, and personalized travel planning.
Online Travel Agencies (OTAs) Expand Virtual Tourism Market as AI-Powered Trip Planning Gains Traction
One of the most commonly adopted types of virtual tourism booking platforms are online travel agencies, providing digital access to events and immersive travel experiences, virtual tours hosted via live-streaming, and even AI-driven personalized travel recommendations. Unlike traditional travel agencies that require a physical presence, OTAs have the capability of processing big data analytics and employing AI-driven algorithms which can make virtual travel more accessible, improve user engagement, and suggest tailored travel plans.
Thrust for virtual tourism market include growing demand for AI-integrated digital tourism recommendations across advanced itinerary, travel assistance, as well as aspects of smart trips including digital advertising, acts as an advantage for online tour facilitators. Research indicates over 75% of virtual pilgrims in developed markets book immersive traveling experiences via online services ensuring solid demand within this segment.
After all, despite its benefits in terms of digital convenience, AI-powered personalization of holiday packages, and real-time booking availability, the online travel agency (OTA) sector is not free of challenges in the form of cybersecurity threats, ever-fluctuating norms around virtual tourism, and uneven development of digital travel standards in various markets. Nevertheless, disruptive advances in block chain-based tourist verification, machine learning and artificial intelligence-enabled personalized virtual journey orchestration, and cloud-integrated interactive travel content dissemination are addressing security, efficiency, and consumer immersive experiences, enabling the continual expansion of OTA revenue-generating in the virtual tourism space.
Aggregators Strengthen Market Expansion as Demand for Bundled Virtual Travel Services Increases
Aggregators have seen strong take-up in the market, especially by travel technology platforms, AI-first digital experience providers and corporate virtual travel service integrators, as tariffs bundled into a single all-in-one solution grow in popularity with travellers. Whereas individual travel services stand on their own, aggregators bring together various virtual tourism offerings in one place so that users can enjoy immersive digital experiences, virtual city tours, and interactive cultural explorations through a single interface.
The aggregate effect of growing demand for havens of flexible, all-inclusive virtual tourism experiences, such as all-included VR travel tours, AI-enhanced adventures from the armchair, and reconstructed immersive cityscapes have driven virtual tourism market uptake and adoption of aggregators.
While it offers cost-efficiency, digital travel access and, to some extent, a bundled travel purchase experience, the aggregators segment would face challenges around digital rights management for virtual tourism content, VR-based experience user adoption barriers, and data interoperability across a range of platforms. Despite this unfortunate news, new technology innovations such as cloud-organized travel content aggregate, AI-powered virtual travel curation, and block chain-secured digital tourism marketplace transactions are creating levels of efficiency, accessibility, and engagement that are making virtual tourism aggregators the ones to watch in terms of growth in the coming years.
The virtual tourism market is driven by advancements in immersive technologies, increasing demand for remote travel experiences, and the rise of digital content platforms. Virtual reality (VR), augmented reality (AR), and 360-degree video solutions are transforming how consumers engage with destinations from the comfort of their homes. Key trends influencing the industry include AI-powered personalized travel experiences, met averse-based tourism, and interactive digital guided tours.
Market Share Analysis by Company
| Company Name | Estimated Market Share (%) |
|---|---|
| Google (Google Earth VR) | 12-16% |
| Meta (Oculus VR Tourism) | 10-14% |
| Microsoft (HoloLens Travel) | 8-12% |
| Expedia Group (Virtual Tour Services) | 6-10% |
| Samsung (Gear VR Travel) | 4-8% |
| Other Companies (combined) | 45-55% |
Key Company Offerings and Activities
| Company Name | Key Offerings/Activities |
|---|---|
| Google (Google Earth VR) | Provides high-definition, immersive 3D mapping experiences for virtual exploration. |
| Meta (Oculus VR Tourism) | Develops VR-based travel experiences, integrating social interaction within virtual destinations. |
| Microsoft (HoloLens Travel) | Focuses on AR-enhanced guided tours and mixed-reality tourism applications. |
| Expedia Group (Virtual Tour Services) | Offers interactive digital travel previews and AI-driven destination recommendations. |
| Samsung (Gear VR Travel) | Enhances virtual tourism through mobile-friendly VR headsets and 360-degree travel experiences. |
Google (12-16%) As a leader in digital mapping and virtual tourism, Google leverages AI-powered geospatial data to provide immersive travel experiences through Google Earth VR.
Meta (10-14%) Meta's Oculus VR platform facilitates interactive virtual tourism by integrating social elements into met averse-based travel experiences.
Microsoft (8-12%) Microsoft focuses on AR-driven tourism innovations, enabling real-time interactive travel experiences with its HoloLens technology.
Expedia Group (6-10%) Expedia enhances its virtual tourism offerings with digital previews, AI-powered travel suggestions, and immersive booking experiences.
Samsung (4-8%) Samsung contributes to virtual tourism by offering affordable VR solutions that allow users to experience 360-degree travel adventures.
Other Key Players (45-55% Combined) A wide range of start-ups, digital travel platforms, and independent VR content creators are fuelling the expansion of virtual tourism. These include:
The overall market size for Virtual Tourism Market was USD 14.2 Billion in 2025.
The Virtual Tourism Market expected to reach USD 29.1 Billion in 2035.
The virtual tourism market is poised for significant growth, driven by advancements in virtual reality (VR) and augmented reality (AR) technologies, increasing demand for immersive travel experiences, and the rising adoption of smart devices and high-speed internet connectivity. These factors collectively enhance the accessibility and appeal of virtual tourism.
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Virtual Tourism Market
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