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VR Brought Australian Destinations to Life

Tourism Australia has published an overview of its research into the potential of virtual reality (VR) for destination marketing, revealing the ability of emerging VR technologies to provide unprecedented ways for consumer to be immersed and engaged with countries.

The study demonstrated that while consumers are most interested in experiencing VR content relating to nature and wildlife along with aquatic and coastal offerings, the tool can make travellers consider visiting places they otherwise would not have considered, thanks to improved motivation and inspiration to travel after experiencing the VR assets.

Following the launch of 18 VR film sequences online, the tourism authority confirmed its success with nine percent increase of its web site visitation, as well as 64 percent rise in online engagement.