The augmented reality in travel and tourism market size has grown exponentially in recent years. It will grow from $29.39 billion in 2025 to $40.57 billion in 2026 at a compound annual growth rate (CAGR) of 38.1%. The growth in the historic period can be attributed to growing smartphone penetration among travelers, rising demand for immersive travel experiences, advancements in ar hardware and software, increasing adoption of mobile travel applications, expansion of tourism and hospitality digital services.
The augmented reality in travel and tourism market size is expected to see exponential growth in the next few years. It will grow to $152.1 billion in 2030 at a compound annual growth rate (CAGR) of 39.1%. The growth in the forecast period can be attributed to integration of AI for personalized travel experiences, adoption of cloud-based ar content delivery, growth of wearable ar devices like glasses and hmds, increasing investments by airlines and hospitality companies in ar solutions, development of interactive ar-based travel platforms. Major trends in the forecast period include ar-enhanced tourist navigation, virtual tour experiences, ar-based in-flight entertainment, personalized travel recommendations via ar, gamification of travel and tourism experiences.
The growing demand for travel and tourism is anticipated to drive the expansion of augmented reality in the travel and tourism market in the coming years. Travel and tourism involve activities related to people traveling to and visiting destinations for leisure, recreation, business, or other purposes. Augmented reality has stimulated interest in smart tourism and enhanced travel experiences, making destinations more immersive, informative, and engaging. For example, in May 2024, reports from the UK Office for National Statistics, a UK government agency, highlighted that overseas residents made 38 million visits to the UK in 2023, up from 31.2 million visits in 2022. These visitors also spent $39.4 billion during their trips, representing an increase of $5.84 billion compared to the previous year. Consequently, the rising demand for travel and tourism is propelling the growth of augmented reality in this sector.
Major companies in the augmented reality (AR) travel and tourism market are increasingly forming strategic partnerships to develop innovative solutions. Such partnerships allow AR travel and tourism companies to pool resources and expertise, strengthen research and development, expand market presence, and accelerate commercialization, thereby driving innovation and growth. For instance, in January 2023, ARway.ai, a Canada-based company, partnered with AI Safer, a Saudi Arabia-based agency. This collaboration aims to enhance visitor experiences at museums and cultural attractions in Saudi Arabia by integrating ARway's advanced AR navigation technology, offering immersive and interactive experiences that deepen understanding of Saudi Arabia's cultural heritage.
In November 2023, Airbnb Inc., a US-based vacation rental company, acquired GamePlanner.AI for $200 million. This acquisition enhances Airbnb's platform by incorporating advanced artificial intelligence capabilities, positioning the company as a comprehensive travel planning solution. GamePlanner.AI, a US-based AI provider, specializes in technology solutions designed to transform travel planning through augmented reality and artificial intelligence, combining AI, design, and community expertise to create innovative travel experiences.
Major companies operating in the augmented reality in travel and tourism market are WayRay; Blippar Group Limited; SmartGuide s.r.o.; Wikitude GmbH; Layar; Niantic Inc.; Zappar Ltd; ARLOOPA Inc; Augmented Pixels; Moyosa Media; Zoan; SAOLA Studio; Glome; Aurasma; Vividly; Snap Inc; Unity Technologies; Onirix; STQRY; Cluetivity; Verofax; AR Vision; ARway.ai; Wander; Matterport.
North America was the largest region in the augmented reality in travel and tourism market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the augmented reality in travel and tourism market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the augmented reality in travel and tourism market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
Tariffs have impacted the augmented reality in travel and tourism market by increasing costs for imported AR hardware such as AR glasses, mobile devices, and head-mounted displays, as well as AR software development tools. Airlines, hospitality companies, and travel agencies across North America, Europe, and Asia-Pacific face higher implementation costs, affecting applications such as AR gamification, in-flight entertainment, and navigation. While tariffs have created short-term cost pressures, they are also encouraging domestic production of AR devices and localized software development, fostering innovation and strengthening regional market capabilities.
The augmented reality in travel and tourism market research report is one of a series of new reports that provides augmented reality in travel and tourism market statistics, including augmented reality in travel and tourism industry global market size, regional shares, competitors with a augmented reality in travel and tourism market share, detailed augmented reality in travel and tourism market segments, market trends and opportunities, and any further data you may need to thrive in the augmented reality in travel and tourism industry. This augmented reality in travel and tourism market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.
Augmented reality (AR) in the travel and tourism sector involves the application of digital technology to enhance the overall travel experience for tourists. This technology enables access to a wide range of information, providing a comprehensive and immersive experience. Additionally, it contributes to improved customer interactions and swifter customer service.
The key components of augmented reality in travel and tourism encompass hardware, software, and services. In this context, hardware pertains to the devices and equipment utilized to deliver AR experiences to travelers. AR-enabled hardware takes various forms, including smartphones, eyewear, and AR headsets. These technologies, including augmented reality and virtual reality, find applications in areas such as hospitality, in-flight entertainment, travel booking services, AR gamification, and navigation.
The augmented reality (AR) in travel and tourism market consists of revenues earned by entities by providing services such as virtual sightseeing and exploration, interactive travel guides, virtual concierge services and AR-enabled museum exhibits. The market value includes the value of related goods sold by the service provider or included within the service offering. The augmented reality (AR) in travel and tourism market also includes sales of audio guide devices, educational AR kits, AR souvenirs, AR translation tools and AR maps. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 1-3 business days.
The augmented reality in travel and tourism market size is expected to see exponential growth in the next few years. It will grow to $152.1 billion in 2030 at a compound annual growth rate (CAGR) of 39.1%. The growth in the forecast period can be attributed to integration of AI for personalized travel experiences, adoption of cloud-based ar content delivery, growth of wearable ar devices like glasses and hmds, increasing investments by airlines and hospitality companies in ar solutions, development of interactive ar-based travel platforms. Major trends in the forecast period include ar-enhanced tourist navigation, virtual tour experiences, ar-based in-flight entertainment, personalized travel recommendations via ar, gamification of travel and tourism experiences.
The growing demand for travel and tourism is anticipated to drive the expansion of augmented reality in the travel and tourism market in the coming years. Travel and tourism involve activities related to people traveling to and visiting destinations for leisure, recreation, business, or other purposes. Augmented reality has stimulated interest in smart tourism and enhanced travel experiences, making destinations more immersive, informative, and engaging. For example, in May 2024, reports from the UK Office for National Statistics, a UK government agency, highlighted that overseas residents made 38 million visits to the UK in 2023, up from 31.2 million visits in 2022. These visitors also spent $39.4 billion during their trips, representing an increase of $5.84 billion compared to the previous year. Consequently, the rising demand for travel and tourism is propelling the growth of augmented reality in this sector.
Major companies in the augmented reality (AR) travel and tourism market are increasingly forming strategic partnerships to develop innovative solutions. Such partnerships allow AR travel and tourism companies to pool resources and expertise, strengthen research and development, expand market presence, and accelerate commercialization, thereby driving innovation and growth. For instance, in January 2023, ARway.ai, a Canada-based company, partnered with AI Safer, a Saudi Arabia-based agency. This collaboration aims to enhance visitor experiences at museums and cultural attractions in Saudi Arabia by integrating ARway's advanced AR navigation technology, offering immersive and interactive experiences that deepen understanding of Saudi Arabia's cultural heritage.
In November 2023, Airbnb Inc., a US-based vacation rental company, acquired GamePlanner.AI for $200 million. This acquisition enhances Airbnb's platform by incorporating advanced artificial intelligence capabilities, positioning the company as a comprehensive travel planning solution. GamePlanner.AI, a US-based AI provider, specializes in technology solutions designed to transform travel planning through augmented reality and artificial intelligence, combining AI, design, and community expertise to create innovative travel experiences.
Major companies operating in the augmented reality in travel and tourism market are WayRay; Blippar Group Limited; SmartGuide s.r.o.; Wikitude GmbH; Layar; Niantic Inc.; Zappar Ltd; ARLOOPA Inc; Augmented Pixels; Moyosa Media; Zoan; SAOLA Studio; Glome; Aurasma; Vividly; Snap Inc; Unity Technologies; Onirix; STQRY; Cluetivity; Verofax; AR Vision; ARway.ai; Wander; Matterport.
North America was the largest region in the augmented reality in travel and tourism market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the augmented reality in travel and tourism market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the augmented reality in travel and tourism market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
Tariffs have impacted the augmented reality in travel and tourism market by increasing costs for imported AR hardware such as AR glasses, mobile devices, and head-mounted displays, as well as AR software development tools. Airlines, hospitality companies, and travel agencies across North America, Europe, and Asia-Pacific face higher implementation costs, affecting applications such as AR gamification, in-flight entertainment, and navigation. While tariffs have created short-term cost pressures, they are also encouraging domestic production of AR devices and localized software development, fostering innovation and strengthening regional market capabilities.
The augmented reality in travel and tourism market research report is one of a series of new reports that provides augmented reality in travel and tourism market statistics, including augmented reality in travel and tourism industry global market size, regional shares, competitors with a augmented reality in travel and tourism market share, detailed augmented reality in travel and tourism market segments, market trends and opportunities, and any further data you may need to thrive in the augmented reality in travel and tourism industry. This augmented reality in travel and tourism market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.
Augmented reality (AR) in the travel and tourism sector involves the application of digital technology to enhance the overall travel experience for tourists. This technology enables access to a wide range of information, providing a comprehensive and immersive experience. Additionally, it contributes to improved customer interactions and swifter customer service.
The key components of augmented reality in travel and tourism encompass hardware, software, and services. In this context, hardware pertains to the devices and equipment utilized to deliver AR experiences to travelers. AR-enabled hardware takes various forms, including smartphones, eyewear, and AR headsets. These technologies, including augmented reality and virtual reality, find applications in areas such as hospitality, in-flight entertainment, travel booking services, AR gamification, and navigation.
The augmented reality (AR) in travel and tourism market consists of revenues earned by entities by providing services such as virtual sightseeing and exploration, interactive travel guides, virtual concierge services and AR-enabled museum exhibits. The market value includes the value of related goods sold by the service provider or included within the service offering. The augmented reality (AR) in travel and tourism market also includes sales of audio guide devices, educational AR kits, AR souvenirs, AR translation tools and AR maps. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 1-3 business days.
Table of Contents
1. Executive Summary
2. Augmented Reality in Travel and Tourism Market Characteristics
3. Augmented Reality in Travel and Tourism Market Supply Chain Analysis
4. Global Augmented Reality in Travel and Tourism Market Trends and Strategies
5. Augmented Reality in Travel and Tourism Market Analysis of End Use Industries
7. Global Augmented Reality in Travel and Tourism Strategic Analysis Framework, Current Market Size, Market Comparisons and Growth Rate Analysis
8. Global Augmented Reality in Travel and Tourism Total Addressable Market (TAM) Analysis for the Market
9. Augmented Reality in Travel and Tourism Market Segmentation
10. Augmented Reality in Travel and Tourism Market, Industry Metrics by Country
11. Augmented Reality in Travel and Tourism Market Regional and Country Analysis
12. Asia-Pacific Augmented Reality in Travel and Tourism Market
13. China Augmented Reality in Travel and Tourism Market
14. India Augmented Reality in Travel and Tourism Market
15. Japan Augmented Reality in Travel and Tourism Market
16. Australia Augmented Reality in Travel and Tourism Market
17. Indonesia Augmented Reality in Travel and Tourism Market
18. South Korea Augmented Reality in Travel and Tourism Market
19. Taiwan Augmented Reality in Travel and Tourism Market
20. South East Asia Augmented Reality in Travel and Tourism Market
21. Western Europe Augmented Reality in Travel and Tourism Market
22. UK Augmented Reality in Travel and Tourism Market
23. Germany Augmented Reality in Travel and Tourism Market
24. France Augmented Reality in Travel and Tourism Market
25. Italy Augmented Reality in Travel and Tourism Market
26. Spain Augmented Reality in Travel and Tourism Market
27. Eastern Europe Augmented Reality in Travel and Tourism Market
28. Russia Augmented Reality in Travel and Tourism Market
29. North America Augmented Reality in Travel and Tourism Market
30. USA Augmented Reality in Travel and Tourism Market
31. Canada Augmented Reality in Travel and Tourism Market
32. South America Augmented Reality in Travel and Tourism Market
33. Brazil Augmented Reality in Travel and Tourism Market
34. Middle East Augmented Reality in Travel and Tourism Market
35. Africa Augmented Reality in Travel and Tourism Market
37. Augmented Reality in Travel and Tourism Market Competitive Landscape and Company Profiles
38. Augmented Reality in Travel and Tourism Market Other Major and Innovative Companies
41. Augmented Reality in Travel and Tourism Market High Potential Countries, Segments and Strategies
42. Appendix
Executive Summary
Augmented Reality In Travel And Tourism Market Global Report 2026 provides strategists, marketers and senior management with the critical information they need to assess the market.This report focuses augmented reality in travel and tourism market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.
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Description
Where is the largest and fastest growing market for augmented reality in travel and tourism? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The augmented reality in travel and tourism market global report answers all these questions and many more.The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, total addressable market (TAM), market attractiveness score (MAS), competitive landscape, market shares, company scoring matrix, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.
- The market characteristics section of the report defines and explains the market. This section also examines key products and services offered in the market, evaluates brand-level differentiation, compares product features, and highlights major innovation and product development trends.
- The supply chain analysis section provides an overview of the entire value chain, including key raw materials, resources, and supplier analysis. It also provides a list competitor at each level of the supply chain.
- The updated trends and strategies section analyses the shape of the market as it evolves and highlights emerging technology trends such as digital transformation, automation, sustainability initiatives, and AI-driven innovation. It suggests how companies can leverage these advancements to strengthen their market position and achieve competitive differentiation.
- The regulatory and investment landscape section provides an overview of the key regulatory frameworks, regularity bodies, associations, and government policies influencing the market. It also examines major investment flows, incentives, and funding trends shaping industry growth and innovation.
- The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
- The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.
- The total addressable market (TAM) analysis section defines and estimates the market potential compares it with the current market size, and provides strategic insights and growth opportunities based on this evaluation.
- The market attractiveness scoring section evaluates the market based on a quantitative scoring framework that considers growth potential, competitive dynamics, strategic fit, and risk profile. It also provides interpretive insights and strategic implications for decision-makers.
- Market segmentations break down the market into sub markets.
- The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
- Expanded geographical coverage includes Taiwan and Southeast Asia, reflecting recent supply chain realignments and manufacturing shifts in the region. This section analyzes how these markets are becoming increasingly important hubs in the global value chain.
- The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
- The company scoring matrix section evaluates and ranks leading companies based on a multi-parameter framework that includes market share or revenues, product innovation, and brand recognition.
Report Scope
Markets Covered:
1) By Component: Hardware; Software; Services2) By Technology: Augmented Reality; Virtual Reality
3) By Application: Hospitality; In-Flight Entertainment; Travel Booking Services; Augmented Reality (AR) Gamification; Navigating
Subsegments:
1) By Hardware: AR Glasses; Mobile Devices; Head-Mounted Displays (HMDs)2) By Software: AR Applications; AR Development Tools; Content Management Systems (CMS)
3) By Services: Consulting Services; Integration Services; Maintenance And Support Services
Companies Mentioned: WayRay; Blippar Group Limited; SmartGuide s.r.o.; Wikitude GmbH; Layar; Niantic Inc.; Zappar Ltd; ARLOOPA Inc; Augmented Pixels; Moyosa Media; Zoan; SAOLA Studio; Glome; Aurasma; Vividly; Snap Inc; Unity Technologies; Onirix; STQRY; Cluetivity; Verofax; AR Vision; ARway.ai; Wander; Matterport.
Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Taiwan; Russia; South Korea; UK; USA; Canada; Italy; Spain
Regions: Asia-Pacific; South East Asia; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
Time Series: Five years historic and ten years forecast.
Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita.
Data Segmentation: Country and regional historic and forecast data, market share of competitors, market segments.
Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
Delivery Format: Word, PDF or Interactive Report + Excel Dashboard
Added Benefits:
- Bi-Annual Data Update
- Customisation
- Expert Consultant Support
Companies Mentioned
The companies featured in this Augmented Reality in Travel and Tourism market report include:- WayRay
- Blippar Group Limited
- SmartGuide s.r.o.
- Wikitude GmbH
- Layar
- Niantic Inc.
- Zappar Ltd
- ARLOOPA Inc
- Augmented Pixels
- Moyosa Media
- Zoan
- SAOLA Studio
- Glome
- Aurasma
- Vividly
- Snap Inc
- Unity Technologies
- Onirix
- STQRY
- Cluetivity
- Verofax
- AR Vision
- ARway.ai
- Wander
- Matterport.
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 250 |
| Published | February 2026 |
| Forecast Period | 2026 - 2030 |
| Estimated Market Value ( USD | $ 40.57 Billion |
| Forecasted Market Value ( USD | $ 152.1 Billion |
| Compound Annual Growth Rate | 39.1% |
| Regions Covered | Global |
| No. of Companies Mentioned | 26 |
