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Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them.

Immersive Tourism Insights: Research & Best Practices

Welcome to the UPLIFT Research & Best Practices Hub—your entry point into the future of immersive film and literary tourism education.

In a rapidly evolving tourism landscape, immersive technologies like AR, VR, and AI are opening up new ways to connect visitors with stories, places, and cultures. UPLIFT’s research is designed to help educators and tourism professionals navigate these changes and bring innovation into their teaching and practice.

Through two in-depth resources, we offer insight into the trends shaping immersive tourism, along with practical examples of how these tools are already being used across Europe. Whether you're developing a course, managing a tourism business, or planning cultural experiences, this research is here to inspire action and build capacity.

The research comprises two resources:

1

Research Report

This report examines how augmented reality (AR), virtual reality (VR), and AI are changing the way we explore cultural heritage linked to literature and cinema. It maps key trends, opportunities, and skills gaps across the tourism and education sectors.

2

Best Practice Compendium

A rich collection of real-world examples from across Europe showcasing how immersive tech is already being used to enhance visitor experiences. From local libraries to global film trails, the compendium offers ready-to-replicate ideas.

What will you gain?

By engaging with these resources, educators, trainers, SMEs, and cultural stakeholders will:

  • Understand how immersive technologies can enrich storytelling and place-based tourism.
  • Identify skills needed to integrate XR into VET and tourism training.
  • Explore examples of innovation from across Europe to adapt in their own contexts.
  • Connect with current trends and anticipate the future of tourism education.
  • Gain insights that support curriculum design, business innovation, and visitor engagement.

Join us in reimagining how Europe tells its stories—download the resources today and be part of shaping a smarter, more engaging tourism future.

Research Report

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