How Augmented Reality Could Redefine Sustainable Tourism in a Digital Era

As climate concerns grow and tourism continues to add pressure on the environment, researchers are exploring whether technology can change the way people travel. A new study by researchers from the University of Twente in the Netherlands, T A Pai Management Institute at the Manipal Academy of Higher Education in India, NMIMS Mumbai, and Canterbury Christ Church University in the UK suggests that augmented reality, or AR, could become an important tool for sustainable tourism.

The researchers argue that while tourism supports economies and creates jobs, it also increases greenhouse gas emissions, overcrowding, and damage to heritage sites. Their study explores whether immersive digital tourism experiences can reduce the environmental impact of traditional travel without taking away the excitement and emotional connection people seek from tourism.

A New Kind of Tourism Experience

Augmented reality allows users to experience destinations through smartphones and digital overlays that place three-dimensional images and information into real-world surroundings. Instead of physically traveling, users can explore historical monuments, museums, and cultural sites virtually from their homes.

The researchers describe this as “ex-situ tourism,” where travelers enjoy destinations remotely rather than visiting them in person. They believe this approach could protect fragile heritage sites from over-tourism while still allowing people to learn about and enjoy them.

The study also highlights the growing importance of “second-chance tourism,” where AR recreates destinations that are damaged, endangered, or difficult to access. Ancient sites suffering from environmental damage or overcrowding could be digitally preserved and experienced by millions without further physical harm.

Why Travelers Are Interested in AR Tourism

To understand whether people would actually use AR tourism apps, the researchers surveyed more than 560 participants, mostly young adults familiar with digital technology. Participants used an AR tourism application before answering questions about their experience.

The study found that users were more likely to support sustainable tourism when the AR experience felt realistic and immersive. This “perceived augmentation quality” made users feel as though the destination had truly entered their surroundings, creating excitement and emotional satisfaction.

Another major factor was emotional authenticity. Users enjoyed AR tourism more when it helped them feel connected to the history, culture, and meaning of a destination. The researchers say this proves that meaningful tourism experiences do not always require physical travel.

Novelty also played a big role. Many participants enjoyed AR tourism because it felt fresh, creative, and different from ordinary travel experiences. During periods such as the COVID-19 pandemic, virtual tourism offered people a safe escape from routine life while satisfying their curiosity about the world.

Affordable Travel With Lower Environmental Impact

The research also found that cost-conscious travelers were strongly attracted to AR tourism. Since users can explore destinations from home, they avoid spending on flights, hotels, and transportation while still enjoying engaging travel experiences.

The study links this idea to frugality and sustainable living. By reducing unnecessary spending and resource use, AR tourism supports environmentally responsible behavior. Researchers believe this could encourage travelers to adopt greener habits without feeling deprived of meaningful experiences.

However, the study warns that technology should not become “too human-like.” Researchers found that when AR systems appeared overly artificial or unrealistic, users became uncomfortable. This effect, often called the “uncanny valley,” can reduce trust and satisfaction. Developers are therefore encouraged to balance realism with simplicity and authenticity.

The Future of Sustainable Tourism

The researchers believe augmented reality could reshape the future of tourism by reducing carbon emissions, protecting heritage sites, and offering more accessible travel experiences. AR tourism could also help schools, museums, and cultural institutions educate people about history and heritage in more engaging ways.

At the same time, the study notes that digital tourism is not completely free from environmental costs. Data centers, electronic waste, and energy use linked to technology still need careful management. Even so, the researchers argue that AR represents a major opportunity for the tourism industry to become more sustainable.

Rather than replacing travel entirely, augmented reality may help create a new balance between exploration and environmental responsibility. As climate pressures increase and travelers look for smarter ways to experience the world, virtual tourism may soon become a normal part of how people discover culture, history, and global destinations.