The concept of metaverse is not a new thing, the term was used for the first time in 1992 by Neil Stevenson, author of a science fiction novel. The Metaverse was described as a virtual reality environment where avatars of real people can meet and interact freely. What we have nowadays is very much the same. Currently, signs of the metaverse are present in the movies, social networks, online games and many more.
Speaking about the implementation and use of the metaverse within tourism and the MICE segment, in the article “Metaverse and events” (Boldpush, 2022), it is explained that hybrid experiences will involve connecting metaverses to offline events as an extension and vice versa. In addition, tools such as apps, which can already be viewed today, will make events smarter.
Interactive virtual worlds have the potential to improve how consumers interact with other places and even replace some instances of actual travel without harming the sector
As an example, Benidorm has already implemented the metaverse as a complementary tourism product. The project, created by SIX3D and called “Benidorm land”, offers an immersive virtual reality experience over the city where users can interact with virtual objects and avatars. The work was supported and presented by the city authorities and, most importantly, by Visit Benidorm – official tourist board.
“Benidorm Land” was called a very powerful new promotional instrument that allows people to enjoy the city and its surroundings in another reality without leaving home. In addition, using such a tool, it is easier to communicate with the younger generation and with other motivations for travel.
Benidorm has become the pioneer in implementing Metaverse for the touristic destination
To conclude, the metaverse also has made it possible to compare various services much easier, including lodging and dining options. For instance, you can compare virtual tours of two hotels in the metaverse to determine which is the better option for your staying. Companies can definitely benefit from metaverse in many different ways and with its further development and innovation, metaverse can be a strong competitive advantage in tourism and MICE sectors.
Many thanks to Visit Benidorm for the information about “Benidorm Land” and collaboration with our article.
