Alternative reality - which encompasses virtual reality (VR), augmented reality (AR), and mixed reality (MR) - could become the next big computing platform. In VR, the user is immersed in an entirely artificial world. In AR, the user sees the real world overlaid with digital data.

Over the next five years, VR/AR apps will transform numerous industries, from e-commerce to social media and publishing to manufacturing design, increasing productivity and creating new ways of working, playing, and shopping. AR is likely to revolutionize specific vertical industries within the enterprise market in the near future, while VR depends on the apps in development.

In 2017, VR/AR headsets were shipped at an increased rate compared to 2016, driven by the launch of several consumer VR headsets, and it was a banner year for mobile AR application programming interface (API) frameworks. Yet AR is where much of the action is likely to be over the next two to five years.

The potential for VR/AR to elevate the tourism experience is enormous. Thanks to VR or AR, future customers can experience destinations, hotels, or even the inside of an airplane before the trip, from the comfort of their own home. By wearing VR/AR gear while visiting historical sites, tourists can also experience historical scenes or see ancient buildings in perfect condition, even if in reality the monuments do not exist anymore or are in poor condition. Thus, VR/AR is expected to transform the sector by changing how customers choose their holidays and interact with the tourism brands, and how the companies interact with them.


  • The report focuses on analysing the potential of VR/AR in the tourism sector.
  • The report identifies some leading technology and tourism players.
  • The impact of virtual and augmented reality on tourism and key recommendations for tourism companies and IT vendors.

Reasons To Buy

  • The report highlights big players in the alternative reality industry and where do they sit in the value chain.
  • It discusses some of main trends that we expect to see over the next five years.
  • The report also provides an overview of the alternative reality industry value chain across five segments - semiconductors, components, headsets, platforms, and applications and content.
  • The report offers an industry analysis, competitor landscape, key mergers and acquisitions, and a timeline.
  • The report explains the impact of virtual and augmented reality on tourism with the help of some tourism case studies.
  • The report also includes a technology briefing to understand the different realms of virtual reality (VR), augmented reality (AR), and mixed reality (MR) - collectively referred to as alternative reality.