Insights from the GLOW2.0 Report on Immersive Technology in Tourism
Immersive technologies are often associated with futuristic attractions and high-tech experiences, but a recent report from the GLOW2.0 project highlights a more practical reality: immersive tools can help tourism organisations of all sizes create richer, more engaging visitor experiences. For destinations connected to film, literature, and storytelling, these technologies offer exciting opportunities to bring narratives, characters, and places to life in new ways.
Published by Karelia University of Applied Sciences as part of the Interreg Northern Periphery and Arctic (NPA) funded GLOW2.0 project, Immersive Technology in Tourism: Barriers and Potential Across the NPA Region explores how tourism businesses in Finland, Iceland, Ireland, and Norway are adopting technologies such as virtual reality (VR), augmented reality (AR), mixed reality (MR), and 360-degree media. The report examines both the opportunities these technologies create and the practical barriers that can limit adoption.
Immersive Technology Starts with Storytelling
One of the report’s most important messages is that technology should support storytelling rather than replace it. Whether through VR, AR, or interactive 360-degree experiences, immersive technologies are most effective when they help visitors connect emotionally with a story, place, or experience.
This principle is particularly relevant to film and literature tourism. Visitors are often motivated by a desire to experience the settings, stories, and worlds they have encountered through books, films, and television. Immersive technologies can help bridge the gap between imagination and reality by allowing visitors to visualise historical settings, encounter characters, explore fictional worlds, or experience key moments from a story in a more engaging and interactive way.
New Opportunities for Film and Literature Tourism
The report identifies several ways immersive technologies can enhance tourism experiences. Virtual tours can introduce visitors to destinations before they travel, helping to build anticipation and deepen understanding of a location. Augmented reality can add layers of interpretation to landscapes, heritage sites, and cultural attractions by providing additional stories, images, audio content, or interactive experiences through visitors’ own smartphones.
For film and literature tourism, these tools can be used to recreate scenes, reveal hidden narratives, animate historical characters, or guide visitors through story-based trails. They can also help destinations interpret locations that have changed over time, allowing visitors to experience a place as it appeared during the events described in a novel, saga, or film.
The report also highlights the value of immersive technologies for accessibility. Virtual experiences can provide access to literary, cultural, and film-related sites that may be difficult to reach physically, helping destinations engage wider audiences and create more inclusive experiences.
Start Small, Think Creatively
While immersive technologies offer considerable potential, the report identifies several common barriers, including limited budgets, lack of technical skills, connectivity challenges, and uncertainty about where to begin. These issues are particularly relevant for small and medium-sized tourism organisations.
However, one of the report’s key conclusions is that organisations do not need to begin with complex or expensive solutions. Simple approaches such as QR-code activated content, 360-degree imagery, audio storytelling, virtual tours, and basic AR experiences can provide meaningful visitor engagement while remaining affordable and manageable.
Key Takeaways for Film and Literature Tourism
The report offers several valuable lessons for destinations and organisations working in film and literature tourism:
- Focus on storytelling first and technology second.
- Use immersive tools to deepen emotional engagement with stories and places.
- Start with simple, accessible technologies and build over time.
- Consider immersive content as both a visitor experience and a marketing tool.
- Explore opportunities to improve accessibility and reach new audiences.
Ultimately, the report demonstrates that immersive technologies are not only for large attractions or technology specialists. They can provide practical and scalable ways to transform stories into experiences, helping visitors engage more deeply with the worlds of literature, film, and cultural heritage.
Further Reading
This article draws on the report Immersive Technology in Tourism: Barriers and Potential Across the NPA Region by Outi Santaniemi and Risto Salminen, published in 2025 through the GLOW2.0 project and Karelia University of Applied Sciences. The report explores the opportunities, challenges, and practical applications of immersive technologies for tourism businesses across the Northern Periphery and Arctic region.