In recent years, there has been a growing interest in how new technologies – from virtual (VR) and augmented reality (AR) to artificial intelligence (AI) – can change the way we experience literary and film venues. The UPLIFT (Unlocking the Potential of Immersive Literary and Film Tourism) project is one of the key examples of this trend.
What is UPLIFT?
UPLIFT is a European project that helps the tourism industry and educational organizations to introduce immersive technologies into tourism offers – especially in the field of literary and film tourism. It is a practical answer to the demand for deeper and more engaged experiences that actively involve the visitor in the story of the place or product.
The project brings together partners from several European countries, including VSGT Maribor from Slovenia – a professional institution that contributes knowledge in the field of digital marketing and immersive technologies to tourism education and connecting providers with new digital approaches.
What does UPLIFT bring to practice?
UPLIFT offers several key components:
- Research studies and collections of good practices: papers that showcase how AR, VR, and AI are already transforming tourism stories and connections to literary or film heritage.
- Workshops and trainings: hands-on experiences for tourism professionals and students where they learn how to create immersive content.
- A collection of examples and inspirations: ideas that companies and destinations can use for their own immersive experiences (e.g. digital films, interactive literary routes, virtual guided tours).
This content opens up a library of examples and reports that inspire providers on how they can use AR/VR to complement stories in space and time without simply "informing" the visitor – but inviting them into the story.
Slovenia and immersive tourism
Slovenia is included in UPLIFT as an example of a country with a strong emphasis on hospitality, cultural heritage and nature, where immersive technologies can create new inspiring experiences. VSGT Maribor as a partner connects education and practice and enables Slovenian providers and students to develop innovative projects – from digital literary paths to films that are "brought to life" with AR elements.
Why is this important?
- Immersive interactions: The visitor is given an active role in the narrative, not just a passive observer.
- The added value of the digital experience: Immersive technologies can extend the visit—both spatially and temporally—the time of interaction.
- A new niche for providers: unsaturated digital experiences are becoming a competitive advantage.
- Training the next generation: digital skills are now part of the tourism profession.
Conclusion
Immersive technologies are not just a technical experiment – they are becoming a tool to transform the way we tell the stories of places, literary heroes or film sets. The UPLIFT project shows that the future of tourism is digitally rich, where technology does not replace a physical visit, but deepens it.