By Dr Noëlle O’Connor, Technological University of the Shannon
I was delighted to deliver a keynote presentation at the final conference of our Erasmus+ project, UPLIFT, hosted by the Vocational College of Hospitality and Tourism Maribor in Slovenia. The conference provided an opportunity to reflect on our work together and explore the future of immersive film and literary tourism.
A warm thank you to Tanja Abarca Kokol and her colleagues for their wonderful hospitality in the beautiful city of Maribor.
From plaques and posters to immersive storytelling
My keynote, “The Future of Film and Literary Tourism – From plaques and posters to immersive, technology-led storytelling,” explored Ireland’s journey from The Quiet Man to Game of Thrones, and considered where virtual reality (VR), augmented reality (AR) and artificial intelligence (AI) might take us next.
Film and literature can create powerful connections between people and places. A landscape becomes more meaningful when visitors recognise it from a favourite film, while a street or building can take on new significance through its connection with an author or story.
Immersive technologies offer further possibilities for developing these connections. Visitors could explore a setting through a virtual experience, discover additional layers of a story through augmented reality, or interact with digital content tailored to their interests. The challenge is to use these tools thoughtfully, keeping the story, the place and the visitor at the centre of the experience.
Making innovation accessible
UPLIFT has supported Europe’s tourism sector in exploring these possibilities by equipping vocational educators, students and tourism professionals with knowledge and practical tools. A particular focus has been helping small and medium-sized enterprises consider how immersive approaches could enhance their film and literary tourism offerings.
For smaller organisations, getting started can feel challenging. Questions about costs, technical skills and suitable tools can make an idea difficult to develop. UPLIFT’s research, best practice examples, video lessons and practical learning materials provide accessible starting points for exploring what might work in different settings.
Innovation can begin with a local story, a clear understanding of the audience and a manageable activity that can be tested and improved.
The value of European collaboration
The conference was also an opportunity to recognise the expertise and commitment of our project partners:
- Technological University of the Shannon
- Feltech Software
- VILNIUS TECH – Vilnius Gediminas Technical University
- University of Akureyri
- Vocational College of Hospitality and Tourism Maribor
- European E-Learning Institute
Working across countries has brought together different perspectives on tourism, cultural heritage, education and technology. Sharing these approaches has been an important part of UPLIFT, offering inspiration that partners and participants can adapt to their own communities and organisations.
Thank you to all our colleagues, partners and participants who contributed to the project and its activities.
Continuing the UPLIFT journey
As UPLIFT reaches its conclusion, the resources developed through the project offer a foundation for continued learning and experimentation. We hope they will encourage educators, learners and tourism businesses to explore new ways of connecting visitors with film, literature and local heritage.
The future of immersive tourism will depend on the stories we choose to tell—and how thoughtfully we invite people to become part of them.
Explore and download UPLIFT’s free resources at uplifttourism.eu.