6. Exploring the Future of Tourism in the Metaverse

Tourism has always adapted to technological changes, and the metaverse is emerging as a new frontier, offering immersive and interactive experiences that go beyond the limits of physical travel. Unlike previous digital innovations, which focused on improving traditional tourism, the metaverse introduces entirely new ways for people to explore destinations, interact with cultures, and live travel experiences in virtual environments. Despite its potential, barriers to adoption, technological limitations, and sustainability concerns raise important questions about its long-term role in the industry. To better understand this dynamic, this study conducts a systematic literature review of 36 articles indexed in the Web of Science. The results suggest that while personalization, AI-driven interactions, and reduced environmental impact make the metaverse an attractive tool for tourism, high costs, privacy concerns, and limited social acceptance continue to hinder its widespread adoption. The study highlights the transformative potential of the metaverse but also underlines the need for more research into consumer behavior, business models, and regulatory frameworks to ensure responsible and sustainable integration of virtual tourism into the sector.