In recent years, the “Metaverse”— a virtual environment where users interact, engage in social experiences, and even conduct business utilizing virtual reality (VR) headsets, augmented reality (AR) applications, and other digital tools has become an emerging technology. Terminologies like immersive and interactive experiences, virtual environments, and digital immersion, are instantly associated with the concept of “Metaverse”.
Its integration into the different sectors of the tourism industry significantly impacts the tourism industry where both stakeholders and visitors are aware of the potential of this technology.
People who have first-hand metaverse experience feel they have control and can manipulate situations based on what they want to achieve; a creative way of making things possible for them. This also enhances their socialization, communication, and analytical thinking skills in addition to having a venue for relaxation and entertainment through immersive experiences enabled by such technologies.
However, despite several presented advantages of its implementation, some stakeholders are still unsure of its efficient application and integration into their work process as it is still new and full of uncertainties. Hence, there should be complete awareness and understanding of how this immersive technology works for stakeholders’ acceptance and confidence in its adoption.
Oman’s Initiatives towards metaverse technology adoption
Oman has been aggressively integrating metaverse applications into its tourism sector. Emerging technologies such as 5G, virtual reality (VR) and augmented reality (AR) are utilized to enhance visitors’ experience in various sectors of the tourism industry. This initiative aligns with Oman Vision 2040 focusing on digital transformation, innovation, and economic diversification.
The tourism sector is exploring the metaverse to offer virtual cultural heritage experiences, the creation of virtual replicas of heritage sites allowing visitors interactive and immersive experiences where they can engage with Omani culture and history. Muscat Municipality has also recently presented the Muttrah Tourist Trail Path Project through virtual reality (VR) technology. This will certainly offer Muscat visitors great experiential opportunities and add to the wide range of existing touristic experiences.
A new way to explore the world – More than just a virtual tour
The integration of the metaverse in the travel industry offers exciting possibilities for enhancing visitors’ experiences, creating more business opportunities and improving operational efficiency for travel agencies. The metaverse is changing the way we perceive travelling and offers exciting ways to explore different destinations.
For most people, travel is a way to discover new destinations (famous or remote) and learn about different cultures apart from enjoying the attractions, facilities and amenities that come with the place virtually.
Metaverse is more than just a virtual tour, this is designed to engage all senses, a vivid experience as you are physically present. It has been used as simulated versions of real-world destinations, a venue to interact with other travellers and experience things that would be out of reach through different metaverse technologies i.e., virtual reality headsets, augmented reality, etc.
This immersive experience motivates individuals to visit the destinations in person especially those who are unable to travel due to budget constraints and physical limitations - an alternative way to explore the world. Additionally, the metaverse can create new opportunities for businesses in the tourism industry such as virtual tours, digital souvenirs, and even virtual events.
Furthermore, metaverse integration into hotel operations enhances guest experiences and opens new avenues for the potential transformation of the hospitality industry through technological innovation. Hotel bookings, tours, events, training and developments are becoming more engaging, interactive, and immersive.
Metaverse adoption challenges and opportunities
Like other emerging technologies, despite having benefits, the metaverse poses environmental, economic, cultural, and technological challenges. Security and privacy concerns are among the challenges that need to be addressed apart from accessibility and sustainability issues on its adoption. There must be established and consistent privacy and security policies, strict regulations, users’ education on privacy and security in addition to privacy-enhancing technologies for data protection and user privacy enhancement.
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