Virtual Reality in Tourism Market Report 2026

The virtual reality in tourism market size has grown exponentially in recent years. It will grow from $7.48 billion in 2025 to $10.33 billion in 2026 at a compound annual growth rate (CAGR) of 38.1%. The growth in the historic period can be attributed to growth of global tourism marketing initiatives, increasing use of digital media in travel promotion, rising demand for experiential travel planning, expansion of internet accessibility, availability of consumer vr devices.

The virtual reality in tourism market size is expected to see exponential growth in the next few years. It will grow to $37.44 billion in 2030 at a compound annual growth rate (CAGR) of 38%. The growth in the forecast period can be attributed to increasing adoption of vr-based tourism platforms, rising demand for sustainable travel alternatives, expansion of virtual heritage preservation, growing integration of ar and mr experiences, increasing investment in immersive tourism content. Major trends in the forecast period include increasing adoption of virtual destination previews, rising use of immersive travel marketing tools, growing integration of vr in trip planning, expansion of interactive cultural experiences, enhanced focus on remote tourism access.

The growing demand for travel and tourism is expected to drive the expansion of the virtual reality in tourism market in the coming years. Travel and tourism demand is increasing due to higher disposable incomes, relaxed travel restrictions, and a growing desire for unique experiences. Virtual reality in tourism allows potential travelers to take immersive virtual tours of destinations, hotels, and attractions before booking, helping them make more informed decisions and boosting confidence in their choices. For example, in December 2023, the United Nations World Tourism Organization, a Spain-based international organization, reported that an estimated 975 million tourists traveled internationally between January and September 2023, marking a 38 percent increase compared with the same period in 2022. Therefore, the rising demand for travel and tourism is fueling growth in the virtual reality in tourism market.

Leading companies in the VR tourism sector are focusing on innovative solutions such as virtual interactive portals to enhance travel experiences. These portals are online platforms that provide immersive, interactive experiences, allowing users to explore and engage with virtual environments. For instance, in February 2024, the Tokyo Metropolitan Government (TMG) and the Tokyo Convention and Visitors Bureau launched the Hello! Tokyo Friends platform on Roblox. This VR experience allows users to explore Tokyo's cultural and historical landmarks through activities such as treasure hunts and games, with future plans to include settings from the Edo period. Additionally, the Tokyo Hunt App combines augmented reality with real-world exploration, enabling users to capture AR photos with virtual characters at landmarks such as the Hachiko Statue and Asakusa Kaminarimon Gate. Users are encouraged to visit specific city checkpoints to collect emblems for use in the virtual world.

In February 2025, CoStar Group, Inc., a U.S.-based provider of real estate information, analytics, and online marketplaces, acquired Matterport Inc. for an undisclosed amount. Through this acquisition, CoStar aims to accelerate the integration of AI-driven digital twin technology across its property data platforms and online marketplaces, enhancing its capabilities in computer vision and spatial analytics. Matterport Inc., a U.S.-based spatial-data company, specializes in 3D capture solutions, immersive digital twins, and AI-powered property insights for both commercial and residential real estate.

Major companies operating in the virtual reality in tourism market are Alphabet Inc., Samsung Electronics, Microsoft Corporation, Sony Group Corporation, Lufthansa Group, Nokia Corporation, Marriott International, TUI Group, National Geographic, Thomas Cook, HTC Corporation, EON Reality Inc, YouVisit, VironIT, 3D Walkabout, VeeR VR, AirPano, Travel World VR LLC, VR IMMERSION LTD, VR Gorilla, Cyber Tours Ltd.

Asia-Pacific was the largest region in the virtual reality in tourism market in 2025. The regions covered in the virtual reality in 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 virtual reality in tourism market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Tariffs are impacting the virtual reality in tourism market by increasing costs of imported vr headsets, imaging equipment, motion sensors, and high-performance computing devices used to deliver immersive travel experiences. Tourism operators in North America and Europe are most affected due to reliance on imported vr hardware, while Asia-Pacific faces cost pressure on content production and device sourcing. These tariffs are increasing implementation costs for tourism stakeholders and slowing large-scale deployments. However, they are also encouraging regional content creation, localized vr hardware sourcing, and greater adoption of cloud-based immersive tourism platforms.

The virtual reality in tourism market research report is one of a series of new reports that provides virtual reality in tourism market statistics, including virtual reality in tourism industry global market size, regional shares, competitors with a virtual reality in tourism market share, detailed virtual reality in tourism market segments, market trends and opportunities, and any further data you may need to thrive in the virtual reality in tourism industry. This virtual reality in 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.

Virtual reality (VR) in tourism uses immersive technology to create virtual representations of destinations, enabling travelers to explore and experience places before physically visiting them. It provides interactive tours, previews of accommodations, and simulated activities, enhancing the trip planning process and aiding in decision-making. VR also offers remote access to attractions, expanding the reach of tourism experiences.

The primary types of VR in tourism are 3D, 4D, and others. 3D virtual reality involves digital experiences that mimic real-world destinations, allowing users to interact with virtual environments as though they were actually there. This is achieved through devices such as head-mounted displays (HMDs), smartphones, consoles, and personal computers (PCs), and is accessible on platforms such as Android, iOS, Windows, and macOS. Applications of 3D VR include travel agencies, hotels, tourist attractions, entertainment, education, retail, and healthcare.

The virtual reality in tourism market consists of revenues earned by entities by providing services such as virtual reality (VR)-based destination marketing services, virtual heritage site explorations, and virtual reality (VR)-enhanced travel planning consultations. The market value includes the value of related goods sold by the service provider or included within the service offering. The virtual reality in tourism market also includes sales of virtual reality headsets and specialized virtual reality controllers. 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.

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