Virtual Reality (VR): Any opportunities for tourism ?

Can Virtual Reality match with Tourism marketing opportunities?

Virtual reality (VR) was first demonstrated in a practical sense in the 1960s, and the notion of alternate realities which are experienced through technology was a science-fiction staple long before it was witnessed in the real world. For many years it has been predicted that we would experience VR operating in everyday life, and delivering immersive experiences which both absorb and entertain the general public on a regular basis.

Virtual Reality in today's minds

Eventhough it was predicted to come to its final form sooner, the technology has taken more time than expected to arrive. However, we are today at the edge of VR to fully integrate current activities. After the acquisition by Facebook of Oculus Rift for several billion dollars, many different actors are joining the race to distribute the technology. Sony and later on Microsoft have recently announced a VR project, and we are expected to see the fruits of these efforts sometime in the next year or so.
One already commonly used example of virtual reality-type technology is the Google StreetView software. Such travel applications can be utilised in order to showcase travel-related destinations such as hotels. Additionally, the StreetView experience can be enhanced by the augmented reality technology Google Glass. Although neither of these Google products represent true virtual reality, they nonetheless have similar applications.

Early Adopters

Another true example of virtual reality technology being utilised in a travel environment relates to Oculus Rift itself. These smart glasses enable the user to deepen into a virtual experience The destination British Columbia has recently released an Oculus Rift virtual reality experience entitled “The Wild Within”. It is on limited access so far but in the future the intention is to make it available for public access.
Users can wear the Oculus Rift headset and accompanying headphones in order to immerse themselves in an incredible 360-degree experience. “The Wild Within” offers two separate virtual adventures, one of which centres around a boat ride while another is based on a treacherous mountain hike.
Microsoft’s VR project is not available yet, but the corporation has already stated that it intends to release something during 2015. The question of its use, wether it will be a promotional tool or an experience  enhancer, is still to be seen. Nevertheless, the smart glasses are showing potential for the travel environmenent as to see in clear details the feelings customers are going through when doing an attraction for example.

Early adopters such as Microsoft, Samsung indicate ways in which travel-related companies and destinations can utilise virtual reality in the very near future. And there is definitely potential for the tourism industry to utilise VR as a mainstream marketing tool at some point.

VR Remains Niche

Even with the most optismistic technologies and usages, the virtual reality is still a niche market and will take some time to implement and to be adopted.
Even the relatively low-key and unambitious Google Glass has completely failed to reach a mainstream audience, and indeed Google has recently shelved the project for the time being. While Google says that it still very much believes in Glass as a concept, clearly there isn't an acceptable or viable audience for the product at this point in time.
This may very well change if one of the three major virtual reality devices currently under development gains significant traction. For others industries, there are no doubts that many video gamers are looking forward to the prospect of playing games in virtual reality. But for the time being, it is notable that even the early adopters are being extremely cautious with virtual reality, and dipping their toes very gingerly into the VR water.
Virtual reality is not likely to become a mainstream source of digital marketing in the near future, even for the most technologically advanced regions on the planet. But it certainly remains a niche which is well worth monitoring, as the potential to deliver absorbing content through virtual reality certainly exists.