AR/VR in tourism: opportunities on the map for operators

Tourism and cultural experiences have remained remarkably unchanged by the digital transformation seen elsewhere over the last few years. However, with the rise of millennials and digital natives as travellers, traditional models for the industry are now being challenged. The advent of 5G, particularly with AR/VR, will make immersive digital experiences an essential part of the way people experience culture in cities, museums and venues. Players in the ecosystem need to rethink their roles in the value chain to reap the benefits of the transformation underway.