{"id":3031,"date":"2025-08-16T11:10:54","date_gmt":"2025-08-16T04:10:54","guid":{"rendered":"https:\/\/riat.vn\/virtual-reality-vr-innovations-in-tourism-and-destination-marketing-in-the-post-pandemic-era\/"},"modified":"2025-08-16T11:10:54","modified_gmt":"2025-08-16T04:10:54","slug":"virtual-reality-vr-innovations-in-tourism-and-destination-marketing-in-the-post-pandemic-era","status":"publish","type":"post","link":"https:\/\/riat.vn\/en\/virtual-reality-vr-innovations-in-tourism-and-destination-marketing-in-the-post-pandemic-era\/","title":{"rendered":"Virtual Reality (VR) Innovations in Tourism and Destination Marketing in the Post-Pandemic Era"},"content":{"rendered":"<article class=\"text-token-text-primary w-full focus:outline-none scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]\" dir=\"auto\" tabindex=\"-1\" data-turn-id=\"request-WEB:7bcda838-35ac-46f4-9b13-0542ff6cd203-48\" data-testid=\"conversation-turn-24\" data-scroll-anchor=\"false\" data-turn=\"assistant\">\n<div class=\"text-base my-auto mx-auto [--thread-content-margin:--spacing(4)] @[37rem]:[--thread-content-margin:--spacing(6)] @[72rem]:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)\">\n<div class=\"[--thread-content-max-width:32rem] @[34rem]:[--thread-content-max-width:40rem] @[64rem]:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group\/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn\" tabindex=\"-1\">\n<div class=\"flex max-w-full flex-col grow\">\n<div class=\"min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+&amp;]:mt-5\" dir=\"auto\" data-message-author-role=\"assistant\" data-message-id=\"6040b441-efdc-4c8c-b410-939e8c49de4a\" data-message-model-slug=\"gpt-5-thinking\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden first:pt-[3px]\">\n<div class=\"markdown prose dark:prose-invert w-full break-words light markdown-new-styling\">\n<p data-start=\"213\" data-end=\"800\"><em><strong>This article investigates the transformative role of virtual reality (VR) in destination marketing, particularly in the context of the COVID-19 pandemic. It analyzes strategies implemented by leading organizations such as the Hong Kong Tourism Board (HKTB) and startups like Teleport to attract visitors, maintain destination presence, and inspire travel.  <\/strong><\/em><\/p>\n<p data-start=\"213\" data-end=\"800\"><em><strong>The article also discusses technical challenges, accessibility considerations, and potential economic impacts on local communities, affirming VR as a powerful complement\u2014rather than a replacement\u2014to embodied, in-person travel experiences.<\/strong><\/em><\/p>\n<h2 data-start=\"802\" data-end=\"820\">Introduction<\/h2>\n<p data-start=\"821\" data-end=\"1650\">The COVID-19 pandemic fundamentally reshaped the global tourism industry, producing unprecedented challenges and a context in which \u201cvirtually every destination operated like a startup.\u201d Demand for trustworthy online information surged, while destinations were compelled to sustain engagement with prospective travelers to avoid becoming \u201cinvisible.\u201d <\/p>\n<p data-start=\"821\" data-end=\"1650\">Experience-centric marketing\u2014designed to provide a feeling of \u201cbeing there\u201d prior to a travel commitment\u2014thus became pivotal. Simultaneously, issues such as overtourism in major cities (e.g., London) required creative solutions to disperse flows and promote lesser-known places. VR emerged as a key tool to meet these needs, offering immersive means to maintain interaction and keep destinations salient in travelers\u2019 memory.  <\/p>\n<p><iframe title=\"PATA Youth Webinar: VR Innovations in Tourism &amp; Destination Marketing\" width=\"1020\" height=\"574\" src=\"https:\/\/www.youtube.com\/embed\/fpcQoo2v4PI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2 data-start=\"1652\" data-end=\"1687\">Methods and Approaches<\/h2>\n<p data-start=\"1688\" data-end=\"1806\">Tourism organizations and startups have adopted multiple approaches to integrate VR into marketing strategies.<\/p>\n<h3 data-start=\"1808\" data-end=\"1865\">Hong Kong Tourism Board (HKTB)<\/h3>\n<p data-start=\"1866\" data-end=\"2067\">Strategic intent. HKTB employs VR to keep Hong Kong top-of-mind. The focus is on providing experiential content during mobility restrictions, enabling audiences to \u201cdream\u201d about the destination. <\/p>\n<ul data-start=\"2068\" data-end=\"2919\">\n<li data-start=\"2068\" data-end=\"2449\">\n<p data-start=\"2070\" data-end=\"2449\"><strong data-start=\"2070\" data-end=\"2091\">Content diversification<\/strong>. HKTB produces 360-degree videos showcasing Hong Kong\u2019s nature and lesser-known hiking trails\u2014award-winning outputs that reshape perceptions of the city\u2019s natural beauty. VR is also used to portray urban vitality, featuring icons such as the harbor, the \u201cding ding\u201d tram, the skyline, nightlife, and neon signage. <\/p>\n<\/li>\n<li data-start=\"2450\" data-end=\"2711\">\n<p data-start=\"2452\" data-end=\"2711\"><strong data-start=\"2452\" data-end=\"2474\">Accessibility<\/strong>. 360-degree content is distributed on public platforms (e.g., YouTube) so audiences can watch <strong data-start=\"2571\" data-end=\"2584\">without<\/strong> dedicated headsets, thereby broadening reach. HKTB balances 360- and 180-degree modes to optimize storytelling. <\/p>\n<\/li>\n<li data-start=\"2712\" data-end=\"2919\">\n<p data-start=\"2714\" data-end=\"2919\"><strong data-start=\"2714\" data-end=\"2735\">Use-case discipline.<\/strong> VR is deployed only when aligned with message and communication objectives; it is not used for technology\u2019s sake. The format is particularly suited to immersive narratives. <\/p>\n<\/li>\n<\/ul>\n<h3 data-start=\"2921\" data-end=\"2953\">Teleport<\/h3>\n<p data-start=\"2954\" data-end=\"3138\">Immersive, interactive content. Teleport develops fully immersive, interactive VR content for destination marketing, aiming to connect people with places they love\u2014whether rekindling bonds or fostering discovery.<\/p>\n<ul data-start=\"3139\" data-end=\"4087\">\n<li data-start=\"3139\" data-end=\"3590\">\n<p data-start=\"3141\" data-end=\"3590\">Solutions and pilots. To mitigate hardware barriers, Teleport converted disused London phone booths into unsupervised, free-to-use \u201cteleportation booths\u201d equipped with headsets. Content comprises immersive 3D video with binaural audio. A pilot with VisitScotland recorded high engagement (\u224810 minutes per session on average) and roughly 500 visitors per week, eliciting strong emotional responses such as nostalgia, excitement, and surprise.  <\/p>\n<\/li>\n<li data-start=\"3591\" data-end=\"3901\">\n<p data-start=\"3593\" data-end=\"3901\">Pandemic adaptation. When COVID-19 halted the phone-booth initiative, Teleport pivoted to a nationwide VR application for consumer headsets, spanning both major cities and lesser-known sites. The app enables \u201cjumping\u201d between locations and includes a \u201crandom teleport\u201d mode to encourage exploration. <\/p>\n<\/li>\n<li data-start=\"3902\" data-end=\"4087\">\n<p data-start=\"3904\" data-end=\"4087\">Community engagement. Teleport partners with care homes and schools, using the software as an educational tool and as a means of \u201cvirtual travel\u201d for those with mobility constraints or homesickness.<\/p>\n<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3022\" src=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Doi-moi-thuc-te-ao-Virtual-Reality-VR-trong-Du-lich-va-Tiep-thi-Diem-den-thoi-Hau-dai-dich-2.png\" alt=\"Virtual Reality (VR) Innovations in Tourism and Destination Marketing in the Post-Pandemic Era\" width=\"800\" height=\"500\" srcset=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Doi-moi-thuc-te-ao-Virtual-Reality-VR-trong-Du-lich-va-Tiep-thi-Diem-den-thoi-Hau-dai-dich-2.png 800w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Doi-moi-thuc-te-ao-Virtual-Reality-VR-trong-Du-lich-va-Tiep-thi-Diem-den-thoi-Hau-dai-dich-2-300x188.png 300w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Doi-moi-thuc-te-ao-Virtual-Reality-VR-trong-Du-lich-va-Tiep-thi-Diem-den-thoi-Hau-dai-dich-2-768x480.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p data-start=\"3904\" data-end=\"4087\"><span style=\"font-size: 23.04px; color: #333333;\">Findings and Applications<\/span><\/p>\n<ul data-start=\"4117\" data-end=\"5070\">\n<li data-start=\"4117\" data-end=\"4355\">\n<p data-start=\"4119\" data-end=\"4355\">Engagement and inspiration. HKTB\u2019s VR campaigns attracted broad audiences, won awards, and reframed perceptions of Hong Kong. Teleport demonstrated VR\u2019s capacity to evoke strong emotions and sustain user attention for extended periods. <\/p>\n<\/li>\n<li data-start=\"4356\" data-end=\"4748\">\n<p data-start=\"4358\" data-end=\"4748\">Industry growth. The pandemic accelerated global VR adoption. Facebook\u2019s Oculus Quest 2 was positioned to become the first mass-market VR headset with a target of 10 million units; Facebook\u2019s non-advertising revenues rose sharply; and over 60% of Oculus developers crossed the one-million-dollar revenue mark. The VR market grew at an estimated 37.4% annually, outpacing influencer marketing (32%).  <\/p>\n<\/li>\n<li data-start=\"4749\" data-end=\"5070\">\n<p data-start=\"4751\" data-end=\"5070\">Wider deployment. Destinations such as Australia, British Columbia, and Las Vegas integrated VR into campaigns and reported improved web engagement. Marriott also used VR to inspire dream-wedding destination choices, illustrating VR\u2019s emotional influence and impact on decision-making. <\/p>\n<\/li>\n<\/ul>\n<h2 data-start=\"5072\" data-end=\"5089\">Discussion<\/h2>\n<h3 data-start=\"5091\" data-end=\"5131\">VR as a Complement, Not a Substitute<\/h3>\n<p data-start=\"5132\" data-end=\"5370\">There is broad consensus that VR functions as a bridge and a source of inspiration rather than a substitute for in-situ travel. Tangible values\u2014culinary experiences, human contact, and local culture\u2014cannot be fully replicated in VR. <\/p>\n<h3 data-start=\"5372\" data-end=\"5412\">Accessibility and Inclusion<\/h3>\n<p data-start=\"5413\" data-end=\"5743\">Key accessibility strategies include using public platforms (e.g., YouTube) for 360-degree video; creating free points of access (Teleport\u2019s booths); designing content to minimize motion sickness (fixed cameras, \u201cjump-point\u201d navigation); and developing programs for those with limited mobility (older adults, persons with disabilities, children).<\/p>\n<h3 data-start=\"5745\" data-end=\"5775\">Technical Challenges<\/h3>\n<p data-start=\"5776\" data-end=\"6029\">Producing 360-degree VR content entails: limited control over space and crowds due to omnidirectional capture; weather and lighting variability (especially outdoors\/nighttime) affecting quality; and complex post-production (stitching) to achieve seamless 360-degree imagery.<\/p>\n<p data-start=\"5776\" data-end=\"6029\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-3028\" src=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Doi-moi-thuc-te-ao-Virtual-Reality-VR-trong-Du-lich-va-Tiep-thi-Diem-den-thoi-Hau-dai-dich.png\" alt=\"\u0110o\u0302\u0309i mo\u031b\u0301i thu\u031b\u0323c te\u0302\u0301 a\u0309o (Virtual Reality, VR) trong Du li\u0323ch va\u0300 Tie\u0302\u0301p thi\u0323 \u0110ie\u0302\u0309m \u0111e\u0302\u0301n tho\u031b\u0300i Ha\u0323\u0302u \u0111a\u0323i di\u0323ch\" width=\"800\" height=\"500\" srcset=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Doi-moi-thuc-te-ao-Virtual-Reality-VR-trong-Du-lich-va-Tiep-thi-Diem-den-thoi-Hau-dai-dich.png 800w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Doi-moi-thuc-te-ao-Virtual-Reality-VR-trong-Du-lich-va-Tiep-thi-Diem-den-thoi-Hau-dai-dich-300x188.png 300w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/08\/Doi-moi-thuc-te-ao-Virtual-Reality-VR-trong-Du-lich-va-Tiep-thi-Diem-den-thoi-Hau-dai-dich-768x480.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h3 data-start=\"6031\" data-end=\"6082\">Economic Value for Local Communities<\/h3>\n<p data-start=\"6083\" data-end=\"6277\">VR can promote \u201chidden gems,\u201d broaden visitor distribution, alleviate pressures on hotspots, and stimulate domestic tourism by inspiring exploration of lesser-known sites.<\/p>\n<h3 data-start=\"6279\" data-end=\"6336\">Determinants of Effective VR Marketing Strategy<\/h3>\n<p data-start=\"6337\" data-end=\"6642\">Decisions to adopt VR should be grounded in:<br \/>(i) content\u2013message fit;<br \/>(ii) clear objectives regarding immersion level, engagement duration, and experiential value;<br \/>(iii) a complementary media mix in which VR augments traditional formats (e.g., 180-degree and 2D video) according to communication goals.   <\/p>\n<h2 data-start=\"6644\" data-end=\"6660\">Conclusion<\/h2>\n<p data-start=\"6661\" data-end=\"7241\">VR has proven to be a breakthrough tool in destination marketing\u2014especially valuable in the post-pandemic era as tourism adapts to profound disruptions. It enables sustained engagement with travelers, preserves destination salience, and inspires through immersive experiences. While technical challenges persist and VR cannot replace on-the-ground experiences, it remains a high-potential complement that bridges curiosity and actual travel. The sector\u2019s rapid growth strengthens the prospect that VR will reshape how people explore and connect with the world.   <\/p>\n<h2 data-start=\"7243\" data-end=\"7258\">Recommendations<\/h2>\n<h3 data-start=\"7260\" data-end=\"7299\">For Destination Marketers<\/h3>\n<ul data-start=\"7300\" data-end=\"7622\">\n<li data-start=\"7300\" data-end=\"7376\">\n<p data-start=\"7302\" data-end=\"7376\">Be early and empathetic users: cultivate a deep understanding of traveler behavior and expectations.<\/p>\n<\/li>\n<li data-start=\"7377\" data-end=\"7505\">\n<p data-start=\"7379\" data-end=\"7505\">Adopt VR strategically: deploy it only when it meaningfully elevates the message or experience\u2014avoid technology-driven gimmicks.<\/p>\n<\/li>\n<li data-start=\"7506\" data-end=\"7622\">\n<p data-start=\"7508\" data-end=\"7622\">Maximize accessibility: ensure content reaches diverse audiences, including those with physical limitations.<\/p>\n<\/li>\n<\/ul>\n<h3 data-start=\"7624\" data-end=\"7667\">For VR Entrepreneurs<\/h3>\n<ul data-start=\"7668\" data-end=\"7976\">\n<li data-start=\"7668\" data-end=\"7768\">\n<p data-start=\"7670\" data-end=\"7768\">Prioritize product quality: deliver clear, audience-relevant value.<\/p>\n<\/li>\n<li data-start=\"7769\" data-end=\"7865\">\n<p data-start=\"7771\" data-end=\"7865\">Ground development in research: integrate primary and secondary research to refine offerings.<\/p>\n<\/li>\n<li data-start=\"7866\" data-end=\"7976\">\n<p data-start=\"7868\" data-end=\"7976\">Be persistent and enterprising: step beyond comfort zones and embrace the challenges inherent in entrepreneurship.<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n","protected":false},"excerpt":{"rendered":"<p>This article investigates the transformative role of virtual reality (VR) in destination marketing, particularly in the context of the COVID-19 pandemic. It analyzes strategies implemented by leading organizations such as the Hong Kong Tourism Board (HKTB) and startups like Teleport to attract visitors, maintain destination presence, and inspire travel. The article also discusses technical challenges,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":3025,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[346,402,401],"tags":[],"class_list":["post-3031","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-tourism-technologies-en","category-tourism-news","category-webinar-en"],"_links":{"self":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts\/3031","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/comments?post=3031"}],"version-history":[{"count":0,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts\/3031\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/media\/3025"}],"wp:attachment":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/media?parent=3031"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/categories?post=3031"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/tags?post=3031"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}