XR-technologies as part of the traveller's customer journey
About this good practice
This good practice is based on a regional development project in South Ostrobothnia, Finland, which introduced XR (Extended Reality) technologies to the tourism sector. The goal was to enhance digital skills among local tourism businesses and promote XR adoption in line with the regional tourism strategy.
The project held workshops for SMEs to learn about emerging XR technologies, explore their uses in tourism, and understand how to implement them. Demo cases illustrated XR applications in real tourism contexts and highlighted South Ostrobothnia’s unique selling points, which were featured in pilot XR experiences.
The main target group included SMEs involved in tourism, while indirect beneficiaries included public and private experts, regional developers, research and training bodies, and tourism associations.
The project also identified key attractions that define the region’s brand. Two XR pilots were developed around these, offering immersive previews of destinations across South Ostrobothnia. The virtual experiences allow travellers to explore the region before visiting and engage with its tourism offer in a new way.
Resources needed
The project was funded by the European Regional Development Fund’s Structural Funds Programme for Sustainable Growth and Jobs (EUR 225,793.00). It employed three part-time staff: a project manager, an XR specialist, and a project specialist.
Evidence of success
Five XR demos were created, each showing a unique tourism use case. These served as examples to promote XR uptake among SMEs. In total, 18 tourism SMEs and several stakeholders participated. As a result, participating companies gained better insight into how XR can benefit tourism.
Stay in a hotel and a 200 km car trip causes 60 kg of CO2, while a 4-hour virtual meeting causes only 1.2 kg of CO2. Therefore, the work of companies to promote virtual tourism and reduce CO2 emissions is crucial.
Potential for learning or transfer
XR technologies can be applied beyond virtual tours—for example, in pre-trip marketing or by enhancing the visitor experience during travel. Virtual tourism also improves access to hard-to-reach destinations and enables more inclusive experiences by removing physical barriers.
The project also produced a practical workbook detailing the demo implementation process. This resource is available to regional tourism operators and can support them in developing and realising their own XR projects. The demos and workbook help demystify XR and encourage wider adoption.
Further information
The South Ostrobothnia 360 experience is also viewable without VR glasses.
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