Virtual tourism is moving beyond novelty and becoming a serious strategic consideration for destinations, operators and cultural organisations seeking lower-impact ways to connect audiences with place.
Research led by Professor James Higham at the Griffith Institute for Tourism is examining how immersive technology can work alongside physical travel rather than replace it. The work explores a “between worlds” model, where digital and in-person experiences are designed together to support access, sustainability and regional identity.
A Hybrid Future For Tourism
The research is part of a five-year New Zealand collaboration titled He Karapitipitinga Mariko, focused on immersive regenerative tourism experiences in Aotearoa. Funded through the New Zealand Ministry of Business, Innovation and Employment Endeavour Programme, the project brings together tourism, computing and Indigenous studies expertise.
Running from 2024 to 2028, the programme is examining how extended reality can reduce pressure on fragile, remote and culturally sensitive locations while creating new routes into destination storytelling.
For the visitor experience sector, this presents an important shift. Virtual tourism is not being treated as a substitute for travel, but as part of a wider visitor journey that can support pre-visit learning, remote access, cultural connection and post-visit engagement.
Community-Led Digital Place Making
A key feature of the project is its focus on co-design. Researchers are working with tourism operators, destination managers, Indigenous knowledge holders and policy-makers to create experiences grounded in local priorities.
One emerging example is a digital marae platform that helps overseas MÄori diaspora remain connected with their communities when returning in person is not possible, called TÅka WhÄna,. This demonstrates how immersive platforms can serve cultural continuity, not only tourism marketing.
The project’s Living Labs approach places testing and development within communities. This helps make sure that digital representations of place respect cultural protocols, local values and regional aspirations.
Relevance For Operators And Destinations
Tourism businesses are facing rising pressure to reduce emissions, address workforce shortages and meet stronger expectations around responsible travel. Hybrid tourism models may help operators expand reach without placing additional strain on sensitive locations.
For museums, heritage destinations, national parks, cultural attractions and regional tourism bodies, immersive technology could support interpretation, education and access for audiences unable to travel physically.
The model also opens up opportunities for new commercial formats, including remote guided experiences, digital cultural programming, virtual previews and mixed physical-digital destination products.
Experience Design Beyond Technology
The research underlines that successful virtual tourism depends on collaboration rather than technology alone. High-quality immersive tools are valuable, but they must be shaped by place, community knowledge and responsible governance.
For the global experience economy, this work offers a clear framework for using immersive media in a way that supports commercial resilience and cultural responsibility.
As destinations plan for a lower-carbon future, hybrid tourism could become a practical route to broaden access, reduce environmental pressure and create richer connections between people and place.
