ITUPublications International Telecommunication Union

Standardization Sector

ITU Focus Group Technical Report

(06/2024)

ITU Focus Group on metaverse

(FG-MV)

FGMV-36

The future of travel in the metaverse:

landscape and use cases

Working Group 2: Applications & Services

PREPUBLISHED
Version
Technical Report ITU FGMV-36

The future of travel in the metaverse: landscape and use cases

Summary
This Technical Report provides an in-depth background and a comprehensive view of the emerging
nexus between the metaverse and tourism. This report highlights current tourism trends, devices used
to enable the metaverse and explore promising areas of tourism. A comprehensive section of use
cases, including case studies of successful implementations, provides practical insights into how the
metaverse is being utilized for tourism around the world. This report also explores standardization
issues of the metaverse in tourism, highlighting adoption challenges, security concerns and economic
and social implications.
Keywords
Metaverse, tourism, use cases, augmented reality, virtual reality, digital twin, immersive experience,
information and communication technologies (ICTs).
Note
This is an informative ITU-T publication. Mandatory provisions such as those found in ITU-T
Recommendations, are outside the scope of this publication. This publication should only be
referenced bibliographically in ITU-T Recommendations.
Change Log
This document contains Version 1.0 of the ITU Technical Report on “The future of travel in the
metaverse: landscape and use cases” approved at the 7th meeting of the ITU Focus Group on
metaverse (FG-MV) held on 12-13 June 2024.
Acknowledgements
This Technical Report was researched and written by Salma Arafa (UN Tourism) as a contribution
to the ITU Focus Group on metaverse (ITU FG-MV). The development of this document was
coordinated by Salma Arafa (United Nations World Tourism Organization), as Chair of FG-MV
Task Group on metaverse tourism.
The author wishes to thank Victoria Papp (BOMA Canada) for the support on the development of
this report. The author also wishes to thank Natalia Bayona (UN Tourism), Ricardo Kaufmann
Przepiorka (Universidad ORT Uruguay), Juan Ciapessoni (Universidad ORT Uruguay), Markus
Schreyer (META Foundation), Savinien Caracostea (META Foundation), Mathewos W.
Gebreyesus (Addis Ababa University), Fasika Abera Hadero (Addis Ababa University), Ayalkebet
Neb (Space Science and Geospatial Institute), Esubalew Mulugeta (Space Science and Geospatial
Institute), Jane Thomason (Web3 Institute), Md. Selim Reza (Internal Resources Division),
Christina Yan Zhang (The Metaverse Institute), Nicholas You (Guangzhou Institute for Urban
Innovation), Keri A. Kitson (Trinidad and Tobago), Hideo Imanaka (NICT, Japan), Massimiliano
Clap (IDC) and Heung Youl Youm (Soonchunhayng University (Korea (Republic of))) for their
contributions to this report.
Additional information and materials relating to this report can be found at:
https://www.itu.int/go/fgmv. If you would like to provide any additional information, please contact
Cristina Bueti at [email protected].

FGMV-36 (2024-06) i
 TG Chair & Salma Arafa E-mail:[email protected]
Editor UN Tourism

WG2 Co- Yuntao Wang Tel: +86 18611547086

Chair: China Academy of Information E-mail: [email protected]
and Communications Technology
(CAICT)
China
WG2 Co- Yuan Zhang E-mail: [email protected]
Chair: China Telecom
China
© ITU 2024
All rights reserved. No part of this publication may be reproduced, by any means whatsoever,
without the prior written permission of ITU.

ii FGMV-36 (2024-06)
 Table of Contents

Pages
1 Scope ....................................................................................................................................... 1
2 Reference ................................................................................................................................ 1
3 Terms and definitions.............................................................................................................. 1
3.1 Terms defined elsewhere .................................................................................................... 1
3.2 Terms defined in this Technical Report .............................................................................. 2
4 Abbreviations and acronyms ................................................................................................... 2
5 Conventions ............................................................................................................................ 2
6 Background ............................................................................................................................. 2
7 Tourism Trends ....................................................................................................................... 3
7.1 Current state of the tourism industry................................................................................... 3
7.2 Emerging trends in tourism ................................................................................................. 3
7.3 Impact of metaverse on tourism .......................................................................................... 4
8 Emerging technologies that enable metaverse tourism ........................................................... 5
8.1 Augmented reality and virtual reality ................................................................................. 5
8.2 Blockchain and non-fungible tokens................................................................................... 5
8.3 Digital twins ........................................................................................................................ 5
8.4 IMT-2020/2030 ................................................................................................................... 5
8.5 Edge computing .................................................................................................................. 5
8.6 Internet of things ................................................................................................................. 6
8.7 Cloud computing ................................................................................................................. 6
8.8 Web 3.0 ............................................................................................................................... 6
9 Metaverse tourism architecture ............................................................................................... 6
10 Metaverse opportunities for the tourism industry ................................................................... 7
10.1 Empowering travel and tourism with the metaverse ........................................................... 7
10.2 Building and augmenting destinations ................................................................................ 8
10.3 Avatars and synthetic travel ................................................................................................ 9
10.4 A new marketing opportunity ............................................................................................. 9
10.5 Enhancing the customer journey/experience .................................................................... 10
10.6 Virtual tourism to restricted or inaccessible locations ...................................................... 10
10.7 Improved information and loyalty .................................................................................... 11
10.8 Hospitality optimization with digital twins ....................................................................... 11
10.9 Inclusion and the metaverse tourism ................................................................................. 11
10.10 Addressing over-tourism with the metaverse............................................................ 12
10.11 Hospitality and metaverse tourism ............................................................................ 13

FGMV-36 (2024-06) iii

11 Examples of metaverse tourism applications ........................................................................ 13
11.1 Shanghai metaverse tourism project ................................................................................. 15
11.2 Ethiopian Airlines and the metaverse tourism .................................................................. 15
11.3 Louvre Museums in the metaverse ................................................................................... 15
11.4 Millennium Hotels in the metaverse ................................................................................. 16
11.5 Development of projects in the Middle East and North African Region .......................... 16
11.6 KLM Training and operations with metaverse tourism .................................................... 17
11.7 Prayer Flag Project and metaverse tourism....................................................................... 17
12 Challenges ............................................................................................................................. 17
12.1 Interoperability .................................................................................................................. 17
12.2 Social Acceptance ............................................................................................................. 18
12.3 Environment Social and Governance ................................................................................ 18
12.4 Personally identifiable information protection and security ............................................. 19
12.5 Affordability...................................................................................................................... 19
12.6 Accessibility and the digital divide ................................................................................... 20
13 Future Perspectives and Recommendations .......................................................................... 21
13.1 The future of the metaverse in tourism and the Sustainable Development Goals ............ 21
13.2 Standardization implications and considerations .............................................................. 21
14 Conclusion ............................................................................................................................ 22
Appendix I Metaverse Tourism Roadmap: Methodology ............................................................ 23
Appendix II Metaverse Tourism Roadmap: Tailored Roadmap for Bangladesh ........................ 25
Appendix III An example of how metaverse tourism could be developed and designed ............. 27
1) Virtual trips: metaverse tour planning and purchasing platform ...................................... 29
2) Perspectives of a “virtual” or “traditional trips – travel agency” in the metaverse .......... 31
3) “Experience tourist metaverse” of locations that do not exist. Xtm ................................. 33
4) Some tools and technologies to ensure privacy and security ............................................ 36
5) Business model based on payment for access virtually to exclusive or inaccessible
locations .................................................................................................................................... 36
6) Virtual metaverse in collaboration with role models or idols to design unique virtual
locations – co-creation unique locations ................................................................................... 37
7) Co – creation: contract between the referent virtual places / locations and the
experience tourism metaverse (xtm) ......................................................................................... 38
8) Co –creation design process together with the referent the desired virtual places /
locations .................................................................................................................................... 40
9) Planning a traditional trip .................................................................................................. 41
10) Ethical, design and functional issues – pre – trip stage .................................................... 45

iv FGMV-36 (2024-06)
Technical Report ITU FGMV-36

The future of travel in the metaverse: landscape and use cases

1 Scope
This Technical Report provides an in-depth background and a comprehensive view of the emerging
nexus between the metaverse and tourism. The report highlights current tourism trends, devices used to
enable the metaverse and explore promising areas of tourism. A comprehensive section of use cases,
including case studies of successful implementations, provides practical insights into how the metaverse
is being utilized for tourism around the world. The report also explores standardization issues of the
metaverse in tourism, highlighting adoption challenges, security concerns and economic and social
implications. The objective of this report is to highlight the potential of the metaverse for tourism
globally, exploring the key opportunities and challenges associated with the adoption of this emerging
technology in the tourism sector and address standardization gaps.

2 Reference
None.

3 Terms and definitions

3.1 Terms defined elsewhere
This Technical Report uses the following terms defined elsewhere:
3.1.1 artificial intelligence [b-ISO/IEC 2382]: Interdisciplinary field, usually regarded as a branch of
computer science, dealing with models and systems for the performance of functions generally
associated with human intelligence, such as reasoning and learning.
3.1.2 asset [ITU-T X.1400]: Representation of value.
3.1.3 augmented reality (AR) [b-ITU-T P.1320]: An environment containing both real and virtual
sensory components. The augmented reality continuum runs from virtual content that is clearly overlaid
on a real environment (assisted reality) to virtual content that is seamlessly integrated and interacts with
a real environment (mixed reality).
3.1.4 blockchain [ITU-T X.1400]: A type of distributed ledger which is composed of digitally
recorded data arranged as a successively growing chain of blocks with each block cryptographically
linked and hardened against tampering and revision.
3.1.5 digital twin [b-ITU-T Y.4600]: A digital representation of an object of interest.
3.1.6 Internet of things (IoT) [b-ITU-T Y.4000]: A global infrastructure for the information society,
enabling advanced services by interconnecting (physical and virtual) things based on existing and
evolving interoperable information and communication technologies.
3.1.7 interoperability [b-ITU-T Y.101]: The ability of two or more systems or applications to
exchange information and to mutually use the information that has been exchanged.
3.1.8 nonfungible token (NFT) [b-ITU-T X.1400]: An entirely unique digital representation of an
asset.

FGMV-36 (2024-06) 1
3.2 Terms defined in this Technical Report
None.

4 Abbreviations and acronyms

This Technical Report uses the following abbreviations and acronyms:
AI Artificial Intelligence
AR Augmented reality
DLT Distributed Ledger Technology
DID Decentralized Identity Management
ESG Environmental, Social and Governance
FG-MV ITU Focus Group on metaverse
ICT Information and communication technology
IoT Internet of things
MR Mixed Reality
m-WoM Meta-word-of-mouth
NFTs Non-Fungible Tokens
NGOs Non-governmental organizations
PII Personally Identifiable Information
RBAC Role-Based Access Control
SDGs Sustainable Development Goals
UGC User-generated content
VR Virtual reality
XTM Tourism metaverse
2FA Two-Factor Authentication

5 Conventions
None.

6 Background
In a world where the metaverse presents a USD 20 billion opportunity [b-McKin], the future of tourism
is set to undergo a revolutionary transformation. As innovative formats gain mainstream acceptance, it
is anticipated that the emergence of hybrid offerings that seamlessly blend virtual and physical travel
experiences will revolutionize the way people explore and interact with destinations, providing a more
immersive and flexible approach to travel.
The metaverse is already being utilized within the tourism industry for a variety of applications and has
the potential, to impact the industry in the coming years deeply. Looking to the future, younger
generations may expect the metaverse to be utilized by tourism and hospitality companies to enhance
their experience. A recent survey conducted in Italy, revealed that Generation Z (born between 1997
and 2004) respondents would use, metaverse for their travels, if they had the opportunity, with 93 per
cent of respondents arguing that a trip into the metaverse should cost less than a real trip [b-ESI].
Although to a lesser extent, sentiment is also positive among tourism executives as a survey conducted

2 FGMV-36 (2024-06)
by Accenture revealed that 53 per cent of executives believe the metaverse will have a positive impact
on their organizations [b-Accenture].
For the purpose of this report, the definition adopted for the term “metaverse tourism” is: “…tourism
that provides a product or experience with collective spatial environments enhanced by multi-sensory
information processing in the convergence of physical and virtual environments.” [b-Go]. In other
words, the fundamental product offered to all tourists, namely the ‘travel experience’ is synergized with
the metaverse in a manner that augments this product beyond the previous capabilities of traditional
tourism [b-Ambolis].

7 Tourism Trends
7.1 Current state of the tourism industry
The tourism industry is undergoing a transformative phase, characterized by adaptive responses to
global socio-economic shifts and technological advancements. Current data indicates a robust
recuperation from the downturn induced by the global health crisis, with projections suggesting a near-
complete resurgence [b-McKin]. This recovery is, however, uneven across regions, with Asia–Pacific
markets lagging due to lingering travel restrictions.
A critical concern is the pervasive labour deficit, precipitated by the exodus of skilled personnel during
the pandemic’s peak. The industry faces the dual challenge of replenishing its workforce and mitigating
the attrition of experienced staff to other sectors.
There is a heightened emphasis on sustainable practices within the industry, driven by regulatory
mandates and consumer advocacy for environmental stewardship. Tourism operators are thus
recalibrating their offerings to align with eco-friendly and socially responsible standards.
Tourism entities are increasingly leveraging digital platforms to enhance customer experiences and
streamline operations. The integration of virtual reality (VR) and augmented reality (AR) technologies
is redefining engagement paradigms, allowing for immersive exploration of destinations.
The industry’s forward-looking strategies are centred on harnessing data analytics for predictive
modelling of travel patterns, optimizing resource allocation, and personalizing marketing efforts. The
goal is to create resilience against future disruptions and to capitalize on the burgeoning demand for
experiential travel.
7.2 Emerging trends in tourism
In an era of rapid technological evolution and shift consumer needs, the tourism industry is undergoing
significant changes. Emerging trends such as experiential and sustainable tourism along with new
digital trends are redefining and setting new benchmarks for this industry.
7.2.1 Experiential tourism
This trend emphasizes the transition from passive sightseeing to active engagement, where travelling
seek immersive experiences that foster a profound connection with the destination’s culture, history
and environment [b-NG]. Experiential tourism is gaining traction as it offers travelling authentic
encounters, enabling them to forge personal narratives and memories beyond conventional tourism
offerings.

FGMV-36 (2024-06) 3
7.2.2 Sustainable and Regenerative tourism
With an increasing global emphasis on environmental protection and social equity, sustainable tourism
is emerging as a critical focus area. This approach balances the needs of tourists with those of the
environment and host communities, aiming to minimize negative impacts while enhancing the positive
contributions of tourism to society [b-UNDESA]. Sustainable tourism practices are becoming integral
to the industry’s long-term viability, ensuring that destinations can thrive without compromising
ecological integrity or cultural authenticity [b-UNESCO]. In recent years, the focus on avoiding
negative – unsustainable – impacts of tourism have been accompanied by an emerging focus on its
positive counterpart: highlighting the regenerative power it might have for the concerned communities.
7.2.3 Digitalization in tourism
Tourism was one of the first sectors to digitalize business processes on a global scale with flight and
hotel bookings online [b-UNWTO]. As information and communication technologies (ICTs) gained
widespread traction, the tourism industry emerged as an early adopter of technologies and digital
platforms. Today, the digital transformation of the tourism industry is still accelerating, with
advancements in technology streamlining travel experiences and operations [b-UNWTO]. From online
bookings to virtual tours, digitalization is enhancing the efficiency and accessibility of tourism
services. Moreover, it enables personalized experiences through data analytics and artificial
intelligence, catering to the evolving preferences of modern travelling. Furthermore, the impact of
digitalization, including the emerging metaverse, extends across all stages of the tourist experience:
pre-travel, during travel, and post-travel. This entails the integration of digital platforms for itinerary
planning, immersive travel experiences utilizing augmented reality (AR) and virtual reality (VR)
technologies during journeys, and leveraging digital memories captured to influence future travel
decisions and bookings.
7.3 Impact of metaverse on tourism
The metaverse introduces a novel dimension to tourism, offering virtual experiences that go beyond
physical boundaries. It enables users to explore destinations in a three-dimensional space, providing a
sensory-rich simulation of travel [b-McKin2]. This virtual exploration is not confined to visual stimuli;
it also encompasses interactive elements that engage other senses, offering an experience more similar
to physical travel.
7.3.1 Market expansion and accessibility
Technological advancements in the metaverse are democratizing access to travel experiences.
Individuals who are unable to travel due to financial, physical, time or other constraints can now visit
destinations virtually that they would otherwise not experience. This expansion is not only increasing
the market reach for tourism operators but also fosters inclusivity within the industry [b-springer].
7.3.2 Enhanced consumer engagement
The metaverse allows for deeper consumer engagement through personalized and interactive marketing
strategies. Tourism businesses can create bespoke experiences that cater to individual preferences,
thereby enhancing customer satisfaction and loyalty. The ability to preview destinations and activities
in the metaverse can also significantly influence decision-making processes for potential travelling [b-
ELSEVIER].

4 FGMV-36 (2024-06)
7.3.3 Operational Efficiency
The integration of metaverse technologies streamlines various operational aspects of the tourism
industry. From virtual booking systems to AI-driven customer service, the digital infrastructure
supports efficient management and scalability. Moreover, the use of digital twins, virtual replicas of
physical entities, enables precise planning and resource optimization [b-ELSEVIER].

8 Emerging technologies that enable metaverse tourism

The metaverse is underpinned by a suite of emerging technologies that collectively construct a
comprehensive and immersive virtual travel experience.
8.1 Augmented reality and virtual reality
AR and VR are transformative technologies in the metaverse. AR enhances the real world by
overlaying digital content such as images and information, onto our physical surroundings. This can be
experienced through devices like smartphones or AR glasses.
VR, on the other hand, immerses users in a completely virtual environment, often using headsets that
block out the physical world and replace it with a computer-generated one [b-McKin2]. In tourism,
these technologies can offer virtual tours of destinations or historical sites, providing an immersive
experience without the need for physical travel.
8.2 Blockchain and non-fungible tokens
Blockchain, or distributed ledger technology (DLT) is a secure, decentralized ledger that records
transactions across multiple computers [b-ITU-T X.1400]. In the metaverse, it’s used to ensure that
transactions, like the purchase of virtual goods, are secure and transparent [b-waka]. Non-fungible
tokens (NFTs) are unique digital assets verified on a blockchain, which can represent ownership of
virtual items such as artwork or real estate in the metaverse [b-IGI]. They play a key role in the digital
economy of the metaverse tourism, allowing users to own and trade unique assets.
8.3 Digital twins
Digital twins are accurate virtual representations of physical objects or locations. They are used in the
metaverse to digitalize real-world environments, which can be particularly useful for virtual tourism.
Users can explore and interact with these digital replicas of cities, landmarks, or natural wonders,
enhancing the virtual travel experience,
8.4 IMT-2020/2030
The next generations of wireless technology, IMT-2020/2030, also known as 5G /6G mobile, provides
the high-speed, low-latency connectivity that the metaverse requires. They enable quick data transfer
and real-time interactions, which are crucial for a smooth and responsive virtual experience [b-
springer]. For tourists in the metaverse, this means being able to explore virtual worlds without lag or
interruption.
8.5 Edge computing
Edge computing processes data closer to where it is being generated, which in the case of the
metaverse, means near the user. This reduces the distance data has to transfer, decreasing latency and
improving the speed of interactions. For virtual tourism, edge computing can make experiences more
seamless and realistic.

FGMV-36 (2024-06) 5
8.6 Internet of things
Internet of things (IoT) devices gather and send data that can be integrated into the metaverse to make
virtual environments more lifelike. For instance, sensors can collect environmental data that adjusts the
virtual weather to match the real world, or track crowd movements at a tourist attraction to replicate
them virtually [b-block].
8.7 Cloud computing
Cloud computing provides the infrastructure necessary to support the vast amounts of data and complex
processing the metaverse requires. It allows for scalable, on-demand resources that can support the
dynamic needs of virtual tourism platforms, ensuring that virtual environments are accessible and
reliable [b-version].
8.8 Web 3.0
Web 3.0 is the next iteration of the Internet, combining decentralized finance, non-fungible tokens
(NFTs), decentralized governance, decentralized cloud services, and self-sovereign identity. With Web
3.0, travellers can access virtual experiences, decentralized and personalized reviews, and unique
digital assets linked to travel experiences. The metaverse will facilitate decentralized booking
platforms, smart contracts, decentralized payment systems, decentralized social media, decentralized
tourist information platforms, and tokenization of tourism assets. Brands can create a virtual world that
consumers can visit and explore, creating brand experiences, building customer loyalty, and testing
new products before release.
The emergence of community-owned economies and social tokens in the metaverse will connect digital
communities and reward them with tokens. In a Community Token Economy, communities can be
global and will be able to exchange network tokens for contributions to the ecosystem. The metaverse
can solve issues such as uncertainty, trustworthiness, reliability of reviews, and long waiting times, by
offering virtual previews of destinations, activities and accommodations. Travelling can preview and
select their accommodation, try out activities virtually, and offer on-the-spot reviews and ratings. User-
generated content (UGC) stored in the metaverse can be captured as NFTs, which is accessible at any
time. In the metaverse, a new form of word-of-mouth communication can emerge, meta-word-of-
mouth (m-WoM), which allows tourists to share NFTs that encapsulate their memorable moments with
future visitors. The metaverse can remove intermediaries and allow providers and consumers to directly
interact, with smart contracts playing the role of the mutually trusted authority.

9 Metaverse tourism architecture

In a recent study [b-Go] proposed a ‘four-layer architecture of metaverse tourism’ approach that would
also serve to minimize the impact of external factors. This four-layered approach shows the
interconnection between metaverse tourism, the metaverse environment and the tourist by highlighting
certain key features of metaverse tourism, namely:
• Licensed metaverse tourism products, experiences or metaverse tour sessions by sustainable
tourism official organizations
• Infrastructures for metaverse tourism experiences
• Interconnectivity with physical products
• Easy accessibility with metaverse ecosystem
• Reproductivity of metaverse tourism experience as a souvenir

6 FGMV-36 (2024-06)
It should be noted that the key features highlighted above run the gamut in the metaverse tourism
experience, and implementation in certain areas has already progressed to levels capable of attracting
and capturing Gen Z (1997–2012) and Alpha (2010–2024) users, as well as other generations. The
business opportunities in terms of the technology required to enhance a user’s tourist experience in the
metaverse is constantly evolving, with impressive developments in compatible gear such as VR
headsets, AR data glasses and MR (Mixed Reality) headsets that all work with smartphones, tablets and
computers. Furthermore, increasing inclusion by businesses of “in tandem” virtual experiences in real-
life events like the Coachella Music Festival can arguably be quite helpful in making greater inroads
into the consciousness of users of the acceptability of metaverse tourism as a viable alternative. This
option can be exercised two-fold, namely as a forerunner to whet the travel experience appetite of the
end user, until these said users have the financial wherewithal or travel confidence to make such a trip
in real life. Or in the alternative, as a standalone option for the more vulnerable aging population and
other high-risk groups.

10 Metaverse opportunities for the tourism industry

10.1 Empowering travel and tourism with the metaverse
Recent studies have identified many ways in which the metaverse can benefit tourism [b-Stelios].
These advantages can be categorized into three distinct areas: direct benefits to tourists; demand-side
enhancements for tourists and destinations; and supply-side improvements for destinations. These
benefits range from the personalization of travel experiences to the economic and governance aspects
of tourism management.
10.1.1 Demand side benefits for tourists
• Personalized Destination Selection: Tourists can leverage the metaverse to choose vacation
spots that align with their preferences.
• Streamlined Booking Processes: Accommodation and attractions can be booked seamlessly
within the virtual environment.
• Customized Activity Planning: Tourists can tailor their itineraries with activities that resonate
with their interests.
• Efficient Check-In/Out Procedures: Airports and hotels can utilize the metaverse for smoother
check-in and check-out experiences.
• Anonymity in Interactions: Tourists can maintain privacy while engaging with service
providers.
• Enhanced Experience Perception: The metaverse can enrich how tourists perceive and enjoy
their travels.
• Memory Recollection: It offers a unique way to recall and relive travel memories.
• Evolution of Word-of-Mouth: Traditional word-of-mouth is augmented by meta-word-of-mouth
within the metaverse.
10.1.2 Supply side benefits for tourism destinations
• Marketing Innovations: Destinations can tap into the metaverse as a novel marketing channel.
• Increased Brand Engagement: It provides opportunities for deeper and more interactive brand
connections.
10.1.3 Combined demand and supply side benefits
• Disintermediation: The metaverse facilitates direct interactions, eliminating middlemen.

FGMV-36 (2024-06) 7
 • Authentic Virtual Interactions: It enables remote yet personal encounters between tourists and
providers.
• Trustworthy Reviews and Ratings: Online feedback becomes more reliable within the
metaverse framework.
• Community Development: There is potential for building stronger, more engaged communities.
• Cryptocurrency Integration: The adoption of blockchain can foster a robust economy within the
tourism sector.
• New Revenue Streams: It opens up additional income sources for destinations.
• Trust and Confidence: All parties involved can benefit from increased trust and security.
• Overbooking Prevention: The metaverse can help manage bookings more effectively.
• Enhanced Governance: Destinations can implement better governance schemes through this
technology.
10.2 Building and augmenting destinations
Significant benefits will come from the emergence of the metaverse [b-white]. Digital communities
will connect and form networks or cooperatives. They can be rewarded or paid with tokens. Users are
no longer passive service consumers; they are stakeholders. In a Community Token Economy,
communities can be global and will be able to exchange network tokens for contributions to the
ecosystem. Social tokens will be essential to developing two-way relationships between travel
companies and consumers [b-shumba]. The brand community can receive discounts, incentives and
upfront experiences with their brands, and the tokens will allow the community to connect and feel like
part of the community.
The metaverse has the potential to build and augment communities through its digital twin technology,
which empowers destination awareness and coordination. By virtually visiting and engaging with
destinations, consumers can experience the culture and attractions of a place, motivating them to plan
authentic, responsible and sustainable travel experiences. Additionally, the use of avatars as virtual
salespeople, influencers or brand ambassadors presents opportunities for businesses to connect with
audiences and build relationships with communities in new and innovative ways.
Another significant role of the metaverse tourism is the cultivation of strong bonds between users and
destinations or users of a particular brand with each other, resulting in communities building. Users,
represented through avatars, enjoy spending time in their favourite places alongside like-minded
people, engaging in conversations on shared interests.
User-generated content is a great way for tourists to remain connected after a trip. The metaverse
supports users in engaging with places they have already been, sharing User Generated Content in
immersive platforms, and staying in contact with people they have met, motivating repeat visits and
loyalty. Decentralized tourist information platforms can provide more accurate and up-to-date
information. Tourists can access information about local attractions, accommodation and events
without relying on centralized platforms. This reduces the influence of advertising and empowers
tourists to have a more authentic and localized experience.
The metaverse allows anyone to create gated gardens and rally people around via distributed
governance and new incentive structures. These are “decentralized communities”: gated gardens for
people to seek out other like-minded people who share their interests and obtain more profound and

8 FGMV-36 (2024-06)
intimate connections. Influencers who succeed will be able to cultivate deep relationships, foster trust
within their networks, and provide utility to their followers.
10.3 Avatars and synthetic travel
The concept of synthetic travel is not new, and with the advent of the metaverse, this way of “virtually
traveling” will certainly be accentuated. Interaction with other avatars makes the synthetic tourism
experience particularly engaging.
The use of avatars in the metaverse has the potential to change how tourists interact with each other and
tourism provider [b-Dwivedi]. With avatar-to-avatar communication, tourists can engage and
communicate with hotel staff directly, in order to address any issues or make requests. The reliability of
online reviews and ratings is a significant factor in tourists' decision-making process when selecting
hotels, experiences or destinations. However, there are always concerns related to fake reputation,
introducing an element of risk when individuals purchase a service. The metaverse offers a solution to
this problem by allowing tourists to experience everything first hand, eliminating their dependence on
reviews, ratings and word of mouth to the extent that it happens today. Furthermore, the use of
blockchain technology, particularly through the implementation of smart contracts, ensures the
accuracy and validity of each review published.
10.4 A new marketing opportunity
The metaverse will be another platform to attract customers to tourism and hospitality offerings,
presenting an interactive and engaging space to offer customers valuable information that cannot be
accurately provided in other ways [b-ESI]. This is an opportunity to engage with their target audience
and convey their message. The metaverse can be proved to be immensely influential for destination
managers and firms in all stages of a tourist’s decision-making journey, as well as in managing their
satisfaction and loyalty towards the brand [b-Dwivedi].
Brand engagement is of great importance for tourism companies and destinations as it revitalizes
people’s enthusiasm for the brand and adds to customer experience and brand loyalty. Destination
managers will have the capability to utilize the metaverse organizing meta-events, incorporating
gamification elements, offering rewards in the form of tokens for repeated visitors, and airdropping
customized avatar accessories in the form of NFTs for their target audience [b-Dwivedi].
The tourism industry has traditionally relied on centralized platforms for things like reviews and
bookings. The metaverse can disrupt this model by providing more decentralized and personalized
options. Hospitality typically uses third parties; for example Expedia, HubSpot, Zoho and Trustpilot, to
manage user information, and the third party can delete or restore valuable customer feedback. Third
parties also carry out transactions, which lead to costly fees, and customers may experience delayed
payments or fraudulent transactions. An intermediary always owns and controls things; for example,
the whole organization’s website functions on someone else’s hosting platform.
The metaverse can allow for decentralized and personalized reviews not controlled by centralized
platforms such as TripAdvisor, Yelp or Google Reviews. Decentralized reviews increase trust in users
as they are less prone to manipulation and censorship than centralized ones, whereas personalized
reviews allow for a more customized experience. This means that service providers can tailor their
services to the needs and requirements of individual customers. With decentralized social media such
as Facebook, Instagram or X, users have more control over their data, which, in turn, means more
privacy and security. This allows tourists to have authentic and localized interactions.

FGMV-36 (2024-06) 9
Travel brands can use the metaverse to offer gated content, products or experiences accessible to those
with certain NFTs and build and augment communities by incentivizing users through co-creation and
ownership. Brands can monetize the brand by releasing limited digital collections and empower
destination awareness, positioning and branding, coordination and management through digital twins. It
also provides opportunities to support trip planning, interaction and engagement, effectively
transforming consumer behaviour. Visiting and engaging with destinations is expected to motivate
authentic travel rather than replace it.
The metaverse also can empower the tourism industry by tokenizing assets such as hotels, restaurants
and attractions. Tokenization allows fractional ownership, increasing liquidity and reducing service
providers' costs. It also allows tourists to participate in the ownership of tourism assets, increasing
engagement and loyalty.
10.5 Enhancing the customer journey/experience
Metaverse tourism stands to significantly enhance the customer journey and experience within the
tourism industry. By providing a virtual representation of hotels, destinations and services, customers
can make more informed decisions about their travel plans. For instance, potential guests can take a
virtual tour of a hotel, examining room sizes, amenities and the overall ambiance, which can greatly
influence their booking decisions. This virtual preview ensures that customers’ expectations align with
reality, potentially increasing satisfaction and reducing the likelihood of post-purchase dissonance.
Moreover, the metaverse allows for an advanced exploration of destinations. Customers can virtually
visit a city or a natural reserve, experiencing the sights and sounds, which can help them decide
whether the destination meets their desires and needs. This immersive preview can also aid in itinerary
planning, as customers can identify points of interest they wish to visit in person.
The metaverse also introduces a novel way to meet and interact with tour guides before the actual trip.
By engaging with a guide’s avatar, customers can establish a rapport, discuss tour options, and address
any concerns, which can enhance the sense of personalization and security.
Additionally, cultural experiences such as museum visits can be expanded through metaverse tourism.
Users can virtually walk through museum galleries, interact with exhibits, and even access exclusive
content, all from the comfort of their homes; however, this is not likely to reduce the interest in
accessing – if and when possible – the original items on display.
10.6 Virtual tourism to restricted or inaccessible locations
Metaverse tourism will open opportunities to visit historical sites that have been recreated virtually,
access restricted locations that are closed to the public and visit locations of vulnerable communities.
As a result, this can enhance accessibility to a variety of locations to those interested in visiting them in
the physical world but are unable to.
For instance, delicate ecosystems or sacred indigenous lands that require protection from physical
tourist footfall can be virtually modelled in the metaverse, providing an educational and immersive
experience while safeguarding the actual location. Similarly, historical sites at risk of erosion or
damage from over-tourism can be preserved digitally, allowing for continued public engagement and
study without further endangering the physical site. This approach, however, raises ethical and legal
questions. It is imperative to consider who is responsible for creating these virtual models and who
stands to profit from them. Furthermore, ensuring the accuracy of these metaverse duplicates is crucial.

10 FGMV-36 (2024-06)
There must be mechanisms to verify that inaccessible locations are being faithfully and respectfully
represented in virtual tourism experiences. Addressing these issues is essential to prevent the
misrepresentation and exploitation of cultural and natural heritage.
Moreover, the metaverse can give access to knowledge and culture. People from all over the world,
regardless of mobility or economic constraints, can virtually visit and interact with locations that would
otherwise be out of reach. This broadens the horizons of individuals but also fosters a greater
understanding and appreciation for global heritage and diversity.
In addition, the metaverse can serve as a tool for conservation and education. By offering virtual tours
of restricted areas, it can raise awareness about the importance of these locations and the need for their
protection. It can also provide a platform for scientific research and collaboration, allowing experts to
study and discuss these areas without the need for physical travel.
10.7 Improved information and loyalty
In the realm of tourism, the metaverse offers innovative solutions for booking, information and loyalty.
NFT-based bookings and travel packages provide secure and efficient travel arrangements, boasting
transparent ownership and the potential for resale. Tourists can indulge in virtual tours and immersive
experiences through metaverse travel destinations, allowing for extensive pre-trip explorations. The
rise of decentralized hospitality marketplaces enables peer-to-peer accommodation rentals, activity
bookings, and the discovery of local services. Additionally, gamified loyalty programmes enhance
engagement by offering NFT-based rewards, fostering community governance, and providing
interactive experiences.
10.8 Hospitality optimization with digital twins
The concept of digital twins in hospitality further revolutionizes the industry. Virtual replicas of
destinations augment pre-trip research, accessibility and planning [b-Wang]. Real-time data
optimization leverages dynamic pricing, resource management and personalized guest services.
Sustainable tourism planning benefits from data-driven insights that minimize environmental impact
and endorse responsible travel. Moreover, digital twins facilitate sustainable tourism management by
monitoring environmental impact, optimizing resource allocation, and promoting sustainable practices.
Lastly, the predictive maintenance of infrastructure, powered by real-time data, ensures the seamless
operation of tourist facilities, thereby reducing downtime and enhancing the visitor experience.
10.9 Inclusion and the metaverse tourism
Metaverse tourism offers significant benefits for inclusion, accessibility, and bridging the digital divide
[b-UNDP]. By creating virtual spaces that replicate real-world destinations, the metaverse allows
individuals who may face physical, financial or social barriers to travel to experience the wonders of
the world in an immersive and interactive manner. This democratization of travel experiences ensures
that more people have the opportunity to explore and learn about different cultures and locations
without the constraints of physical travel. However, this should accompanied by sustainable new
business models, in order to ensure that such democratization of access does not correspond to a
reduction of the benefit for the local communities.
In terms of accessibility, the metaverse can be designed with inclusivity at its core, providing features
that accommodate users with disabilities. For example, virtual environments can be tailored to include
audio descriptions for the visually impaired, sign language for the hearing impaired, and customizable
avatars that represent a wide range of physical abilities. This level of customization and adaptability

FGMV-36 (2024-06) 11
makes the metaverse a space where everyone can participate equally, fostering a sense of belonging
and community [b-WEF].
10.10 Addressing over-tourism with the metaverse
Over-tourism is a situation where a popular tourist destination experiences an influx of visitors that
exceeds its capacity to cope and to ensure sustainable and culturally meaningful development. This can
lead to a number of negative consequences, for the locals and for the tourists themselves. Here are
some key characteristics of over-tourism:
1. Too many tourists: This is the most obvious sign, but the exact number that tips a destination
into over-tourism varies depending on its infrastructure, carrying capacity, and the resilience of
its environment and culture.
2. Negative impacts on local residents: Over-tourism can drive up the cost of living, making it
difficult for locals to afford housing and basic necessities. It can also lead to overcrowding in
public spaces, noise pollution, and put a strain on local resources like water and sanitation.
3. Negative impacts on the environment: Over-tourism can damage natural ecosystems, pollute
air and water, and increase waste. In some cases, it can even threaten endangered species.
4. Negative impacts on the tourist experience: When there are too many tourists, it can be
difficult to enjoy the sights and attractions of a destination. Crowds can make it hard to move
around, queues can be long, and the overall experience can feel rushed and impersonal.
Over-tourism is often portrayed as a problem solely caused by tourists, neglecting the role of tourism
companies, marketing campaigns, social media and inadequate infrastructure. This can lead to
misguided solutions that target tourists unfairly. Meanwhile, accurately measuring the impact of over-
tourism and understanding tourist behaviour is crucial for designing effective solutions. However, data
collection and analysis can be expensive and time-consuming. It is such a multifaceted issue that
requires collaboration between different stakeholders, including local communities, tourism authorities,
businesses, social media groups and conservation groups. Fragmented decision-making processes can
hinder progress. Currently there is still a lot of room to improve existing solutions to over-tourism.
The metaverse, with its immersive virtual worlds and digital avatars, offers possibilities for addressing
over-tourism in the real world. Here are some potential ways it can be utilized:
• Virtual tourism experiences: Go beyond physical limitations in the metaverse. Imagine
soaring over ancient ruins or diving into coral reefs without restrictions. This can enhance the
tourist experience while protecting fragile ecosystems.
• Simulate the impacts of over-tourism: Show the consequences of mass tourism on virtual
environments, showcasing issues like pollution, erosion, price inflation, and cultural
dilution. This can raise awareness and encourage more responsible travel behaviour.
• Manage tourist flows: Use metaverse simulations to predict and manage tourist flows in real-
world destinations and offer virtual experiences with dynamic pricing based on real-time visitor
density in actual locations. This can encourage tourists to visit during less crowded times and
spread- out visitation periods.
• Propose alternative solutions: The metaverse can provide real-time alternative booking
solutions and destinations by providing “smart” matching of supply with demand for tourism
preferences in real time and with visually assisted user feedback.

12 FGMV-36 (2024-06)
 • Manage impact on local tourism: Balance the impact of over-tourism on the local
environment while ensuring new income streams and business models can be identified to
support a prosperous tourism industry to create new jobs for the local people.
• Fostering tactical collaboration and innovation: Use the metaverse as a sandbox to test and
refine new tourism policies and strategies, infrastructure projects and sustainable practices
before implementing them in the real world.
10.11 Hospitality and metaverse tourism
The Hospitality 3.0 outlines a transformative approach that integrates metaverse with hospitality to
foster community, belonging and growth while addressing ecological, mental health and cultural
challenges stemming from rapid technological adoption. It traces the evolution of hospitality,
showcasing how technology has influenced cultural exchanges and blurred the distinction between
local authenticity and global homogeneity. By merging ancestral knowledge with modern technologies
and embracing a fluid and adaptive mind-set, Hospitality 3.0 aims to cultivate meaningful connections,
encourage personal growth, and drive positive change across various sectors including travel,
entertainment, education, wellness, workplace dynamics and retail experiences. This transformation
emphasises cultural immersion, community building, sustainability, inclusivity and meaningful
connections in physical and virtual environments, marking a new era of hospitality-driven interactions
and engagement through a redefined guest-host continuum.
Out of the many global crises that are being faced the metaverse can support with the following three:
• Ecological crisis: Over the last decades, mass tourism has destroyed ecologies, promoted large-
scale infrastructure development, mass production, mass consumption, waste, and devastation
of natural sites and historical heritage landmarks. A new kind of planetary hospitality is
becoming necessary to re-establish a healthy guest-host relationship with this Earth.
• Mental health crisis: Inhospitable virtual and physical environments contribute to a global
mental health crisis. With so many platforms and services vying to make our lives more
convenient, can cause a disconnected from the world.
• Cultural crisis: In physical environments and across digital platforms, cultural diversity is in
crisis, with the emergence of an inhospitable monoculture shaped by the standardising forces of
global capital. Multinational brands, in the mass market and in luxury markets, are increasing
their global footprint, opening flagship locations which challenge local businesses and
craftsmanship with the promises of the latest global trends.
Hospitality 3.0 is a dynamic tool and strategic guide shaped through collaboration with tourism
communities, businesses, industry leaders and governmental agencies. Designed to address ecological,
societal and cultural challenges, it promotes sustainable, inclusive, and innovative hospitality practices.

11 Examples of metaverse tourism applications

The metaverse is rapidly transforming the tourism industry by offering immersive experiences.
Examples of metaverse tourism applications are diverse and innovative, ranging from virtual tours of
historical sites to digital twins of luxury hotels. For instance, Millennium Hotels made a pioneering
move by launching the first hotel in the metaverse, providing guests with a unique way to experience
their services before even setting foot on the property. Museums and cultural institutions are not far
behind, offering virtual tours that allow visitors to interact with exhibits from anywhere in the world.
These examples not only illustrate the potential of the metaverse to enhance the tourism experience but

FGMV-36 (2024-06) 13
also highlight the technology’s ability to make travel more inclusive and accessible to all. Additionally,
it is important to recognize that some of these use cases are specific to certain types of operators such
as airlines, while others are horizontal such as training. This distinction is crucial for understanding
which use cases are scalable across industries and which ones will require industry-specific
investments and knowledge. The diagram below outlines in summary how metaverse tourism could
benefit these areas:
- Hospitality:
o Enhanced customer engagement through virtual hotel tours and immersive experiences.
o Increased brand exposure and awareness through virtual presence in the metaverse.
o Improved customer satisfaction by offering pre-travel experiences.
- Travel Agents:
o Expanded reach and accessibility by providing virtual travel consultations and itinerary
planning.
o Differentiation through innovative offerings such as virtual travel packages and
destination experiences.
o Streamlined operations and reduced costs through virtual customer interactions and
bookings.
- Heritage Sites:
o Preservation and digital documentation of cultural heritage through virtual tours and
digital reconstructions.
o Increased global visibility and accessibility, attracting visitors from around the world to
experience heritage sites remotely.
o Revenue generation through virtual ticketing and merchandise sales.
- Museums:
o Enhanced visitor engagement and education through immersive virtual exhibits and
interactive experiences.
o Extended reach and accessibility to a global audience, without the limitation of
geographical barriers.
o Opportunity for monetization through virtual ticketing, memberships and digital
merchandise sales.
- Entertainment and Leisure Operators:
o Creation of immersive virtual entertainment experiences such as concerts, theme parks
and gaming environments.
o An expanded audience reach, attracting participants globally.
o New revenue streams through virtual event ticketing, merchandise sales and
sponsorships.
- Transportation Operators/Airlines:
o Enhanced customer experience through virtual flight previews, airport tours and
destination experiences.
o Increased brand engagement and loyalty by providing innovative virtual travel services.
o Streamlined operations and reduced costs through virtual customer service and booking
platforms.
- Government Tourism Planning Authorities:
o Data-driven insights and analytics for informed decision-making in tourism
development and marketing strategies.
14 FGMV-36 (2024-06)
 o Promotion of destinations through immersive virtual experiences, attracting potential
visitors.
o Collaboration with industry stakeholders to ensure sustainable and inclusive growth in
the tourism sector.
11.1 Shanghai metaverse tourism project
Shanghai is positioning itself strategically to establish the integration of Web 3.0 technologies within
the tourism sector, targeting an annual revenue generation of USD 6.9 billion [b-Haq]. The initiative
encompasses the deployment of a comprehensive Web 3.0 tourism ecosystem, utilizing blockchain
protocols, AI algorithms, VR environments and other emergent tech to deliver immersive and
decentralized travel experiences. Collaboration is being sought with prominent blockchain firms,
technology providers and industry stakeholders to facilitate the development and execution of
innovative Web 3.0 tourism projects.
These projects are aimed at the digitization of cultural heritage, the establishment of blockchain-based
loyalty systems, and the enhancement of travel service transparency and security. Shanghai’s Web 3.0
tourism blueprint is also designed to align with sustainable tourism objectives while preserving the
city’s extensive cultural legacy. In pursuit of these ambitions, approximately 36 metaverse-centric
projects are slated for launch within a biennial timeframe, contributing to China’s overarching initiative
to attract a demographic of technologically adept travelling through customized and interactive travel
experiences.
11.2 Ethiopian Airlines and the metaverse tourism
The integration of metaverse technologies in the airline industry is set to impact tourism significantly
by offering immersive pre-travel experiences. Passengers can explore destinations and aircraft interiors
virtually and select seats, thus enhancing their travel planning process. Additionally, the metaverse
facilitates efficient training for airline staff through realistic simulations, ensuring a high level of
service and safety. This technological leap forward promises to attract tech-savvy travelling and
provide a seamless bridge between virtual exploration and physical travel [b-Brito].
Ethiopian Airlines is actively exploring the metaverse’s potential to revolutionize the aviation industry
by enhancing operational efficiency and customer experience. The airline may utilize 3D modelling for
aircraft and airport simulations to improve design and functionality, while also employing virtual
reality for comprehensive staff training. Additionally, Ethiopian Airlines could offer passengers virtual
previews of flights and airports, enriching the travel planning process and potentially increasing
customer satisfaction and loyalty. As the metaverse technology matures, Ethiopian Airlines’ integration
of these innovations could establish it as an industry leader in providing cutting-edge service and
engagement [b-UST].
According to SITA, an IT provider in the aviation sector, by the year 2030, the incorporation of
metaverse operations is projected to be a standard practice at foremost airports [b-Sita]. This
integration is anticipated to significantly contribute to the optimization of airport processes, the
mitigation of operational disruptions, and the facilitation of intuitive management of intelligent airport
systems.
11.3 Louvre Museums in the metaverse
Museums are beginning to embrace the metaverse to extend their reach beyond physical boundaries,
allowing visitors from around the world to explore exhibits and interact with artefacts in a virtual

FGMV-36 (2024-06) 15
space. Companies are developing virtual tours that enable users to navigate museum spaces as if they
were there in person, engaging with the environment in a more immersive way than traditional online
pictures or videos could offer [b-West].
One notable example is the Louvre Museum, which has ventured into the metaverse with its “Mona
Lisa: Beyond the Glass” virtual reality experience. This project allows visitors to engage with the
world-famous painting in a personal and intimate setting, free from the constraints of physical crowds
and barriers [b-Louvre]. The experience is designed to be educational and interactive, using the latest
scientific research to bring the artwork and its history to life.
The metaverse also presents opportunities for museums to digitize and preserve cultural heritage.
Virtual reality can serve as a powerful tool for conservation, enabling museums to create digital
archives of artefacts that are at risk of deterioration or are too fragile to be displayed. This not only
safeguards the artefacts but also ensures that they remain accessible to future generations [b-Lopez].
Moreover, the metaverse can enhance educational programmes by providing immersive learning
experiences. Students and enthusiasts can step virtually into historical events, walk through ancient
civilizations and interact with historical figures, so making learning more engaging and impactful [b-
Lopez].
As the metaverse continues to evolve, it is likely to become an integral part of the museum experience,
offering a blend of education, preservation and entertainment. This digital transformation has the
potential to democratize access to culture and knowledge, making it available to anyone with an
Internet connection, regardless of their physical location.
11.4 Millennium Hotels in the metaverse
Hotels are venturing into the metaverse to transform the hospitality experience, and Millennium Hotels
has pioneered this journey by launching the first-ever hotel in the metaverse, M Social Decentraland1.
This innovative move allows customers to engage with the hotel’s virtual counterpart, offering a unique
blend of online interaction and offline engagement. Guests can socialize in virtual reality, interact with
avatars, and even participate in prize draws for real-world hotel experiences [b-Hanson].
The metaverse provides hotels with a platform to showcase their properties in a new light, offering
virtual tours that can enhance the booking process and marketing strategies. It allows potential guests to
explore the hotel’s amenities, room sizes and services in a virtual environment before making a
reservation. This can lead to increased customer satisfaction as guests have a better understanding of
what to expect during their stay.
Moreover, the metaverse can serve as a digital twin of the physical hotel, enabling the property to
operate in both worlds simultaneously. This dual presence can be leveraged for upselling, hosting
digital events and creating immersive brand experiences that extend beyond the physical location [b-
metaman]. For instance, hotels can host virtual celebrations for guests who are unable to travel,
providing a sense of inclusion and community despite physical distances.
11.5 Development of projects in the Middle East and North African Region
In the Middle East and North Africa region, for example, many previously underdeveloped natural and
cultural heritage sites have recently become subjects of great interest. Such sites, which include islands
across the Red Sea, as well as historical sites within the Arabian Peninsula, require the development, in
some cases from scratch, of the needed infrastructure to host tourists. Additionally, infrastructure

16 FGMV-36 (2024-06)
projects such as new airports are in development. All new infrastructure projects can be built virtually
first, in order to reduce cost and include sustainability considerations that may ultimately assist
developers in real-world construction and even operation of these sites.
11.6 KLM Training and operations with metaverse tourism
The metaverse can be used to improve operations within a tourism, travel and hospitality organization,
and offers training opportunities to the tourism workforce. One example includes KLM, which began
offering their cleaning crew virtual fleet tours on an iPad using a VR headset to familiarize them with
each cabin to improve its aircraft turnaround time. Opting for immersive 360° images instead of the
standard 2D rendering on a sheet of paper increased overall efficiency, allowing staff to finish cleaning
15 minutes ahead of schedule and free of errors. After a successful test run, the airline now uses this
technology for all cabin crew and caterers [b-Accenture].
11.7 Prayer Flag Project and metaverse tourism
The Prayer Flag Project is an innovative initiative that leverages the metaverse to enhance tourism and
cultural exchange. Spearheaded by The META Foundation in collaboration with VAST Bhutan and the
Rubin Museum of Art, the project has created a collection of 1080 unique NFTs [b-META]. These
digital artefacts carry the traditional good wishes and positive messages characteristic of Bhutanese
prayer flags, which are deeply rooted in the Buddhist philosophy of promoting peace, compassion,
strength and wisdom [b-META].
By translating these prayer flags into the digital realm, the project opens up new avenues for virtual
tourism. Enthusiasts from around the world can explore the virtual representation of Bhutan’s rich
cultural heritage, interact with the exhibits, and even contribute to the local economy and
environmental efforts. The sales from these NFTs support educational programmes and aid in cleaning
the mountains of Bhutan, blending tourism with philanthropy [b-META].

12 Challenges
Metaverse tourism, combining real and digital spaces, holds significant potential for the tourism sector.
The metaverse can enable immersive experiences and reshape traditional tourism models. While
promising, these changes like virtual travel and enhanced on-site experiences cause considerable
challenges such as interoperability, sustainability and security issues.
12.1 Interoperability
One of the primary technical challenges is interoperability, which refers to the ability of different
metaverse platforms to work together seamlessly. As the metaverse is not a single entity but a
collection of various virtual environments and systems, ensuring that these can interact and exchange
data without friction is crucial for providing a cohesive user experience [b-McKin2].
However, achieving interoperability is a complex challenge due to the diversity of platforms, each with
its unique set of technologies, standards, and governance models. Metaverse tourism comprises an
array of virtual environments built by different entities, and without interoperability, these
environments risk becoming isolated silos, limiting the user experience and the potential for
innovation. International standards play a pivotal role in overcoming these challenges. ITU’s Focus
Group on metaverse has published a vital report Service scenarios and high-level requirements for
metaverse cross-platform interoperability exploring the intersection between the metaverse and
interoperability [FGMV-19]. They provide a common framework for different metaverse platforms to
align their technologies, ensuring compatibility and enabling data to be shared and used across different
FGMV-36 (2024-06) 17
systems. Just as international standards have facilitated global communication and commerce in the
physical world, they can do the same for the metaverse for tourism, fostering an open and inclusive
virtual space that is accessible to all. Furthermore, collaboration with national internet ecosystems,
including digital ID systems and payment platforms, will be important to ensure interoperability and
enable efficient and mutually beneficial global tourism applications. These integrated systems can help
streamline user authentication, secure transactions, and enhance the overall user experience in the
metaverse.
12.2 Social Acceptance
Social acceptance is a significant challenge for the metaverse in tourism, as it requires a shift in
perception from traditional physical travel to virtual experiences. The metaverse offers immersive
environments that can simulate travel experiences, but the concept may not be readily embraced by all,
particularly those who prioritize the sensory and emotional aspects of physical travel [b-MDPI].
The tourism industry must navigate this challenge by positioning the metaverse as an enhancement to,
rather than a replacement for, traditional travel. This could involve blending virtual and physical
experiences, where the metaverse serves as a complementary platform. For example, travelling could
use the metaverse to preview destinations, plan itineraries, or even visit inaccessible locations virtually
before or after their physical trips.
Moreover, the metaverse can offer experiences that are not possible in the real world such as historical
recreations or fantasy environments. These unique offerings could attract users who are looking for
novel experiences beyond what physical travel can provide. However, the industry must ensure that
these virtual experiences are accessible, inclusive, and resonate with the values and expectations of a
broad user base to foster social acceptance [b-MDPI].
Research is also needed to understand tourists’ perceptions, attitudes, and willingness to pay for
mediated experiences in the metaverse. This will help the industry to tailor virtual travel options that
meet the desires of different market segments, thereby increasing social acceptance and participation in
metaverse tourism [b-MDPI].
12.3 Environment Social and Governance
It should be noted at this juncture that this inevitable addition to the tourism landscape is not excluded
from the impact of Environmental, Social and Governance (ESG) considerations, especially as it
pertains to the metaverse, and should be addressed when delving into the use and application of
metaverse tourism. There are significant concerns as to the environmental sustainability of the
metaverse given the rather sizeable environmental footprint it has in the real world. In addition, there
will be a need for good governance measures to be implemented to safeguard users when engaged in
activities linked to metaverse tourism. Ideally a global regulatory framework that is supported by
international standards should be developed to ensure a level playground for all stakeholders involved
in metaverse tourism. With global standards in place, there is increased certainty and transparency that
can only enhance the viability (and attractiveness) of metaverse tourism to developing countries in
areas such as the Caribbean, and South American and African States that may not previously have
considered investing more significantly in this niche.
The sustainability challenge for the metaverse in tourism is a critical issue that encompasses
environmental, economic and social dimensions. The environmental aspect focuses on the significant
energy consumption required to power the extensive data centres and network infrastructure essential

18 FGMV-36 (2024-06)
for the metaverse’s operation. These facilities consume vast amounts of electricity, much of which is
currently generated from non-renewable sources, leading to a considerable carbon footprint [b-
McKin2]. To address this, it would be beneficial for industry to prioritize the development of energy-
efficient technologies and the use of renewable energy sources to power these data centres.
Additionally, the design of the metaverse platforms should incorporate sustainable practices such as
optimizing data transmission to reduce energy usage [b-MDPI].
Economically, the metaverse must demonstrate its long-term viability without causing significant
negative externalities. This includes considering the lifecycle of VR/AR hardware, promoting recycling
and re-use, and ensuring that the economic benefits of metaverse tourism are distributed equitably [b-
MDPI].
Socially, the metaverse should contribute positively to the communities it affects. This means creating
inclusive experiences that are accessible to all, regardless of socio-economic status, and supporting
initiatives that benefit society at large [b-MDPI].
Culturally, the metaverse has to ensure representations that are respectful of the actual cultural items,
values and practices – avoiding stereotyping and over-simplifying. At the same time, offered
experiences should not promote or facilitate conflicts or misunderstandings.
12.4 Personally identifiable information protection and security
Metaverse tourism introduces a variety of security issues that shall be addressed to ensure the safety
and security of participants. Personally identifiable information (PII) protection and security in the
metaverse are critical concerns, particularly in the context of tourism, where users’ personal and
financial information is often involved. As tourists navigate virtual environments, they leave behind
digital footprints that could include sensitive data such as travel preferences, payment information and
personal identifiers. Ensuring the confidentiality, integrity and availability of this data is paramount to
maintaining user trust, confidence and the metaverse’s reputation as a secure destination for virtual
tourism [b-MDPI].
The challenge lies in the metaverse’s inherent openness and interconnectedness, which, while
facilitating immersive experiences, also increases the risk of data breaches and cyberattacks. Metaverse
platforms must implement robust security measures, including encryption, authentication and
decentralized identity system, data integrity, access controls and continuous monitoring, to safeguard
user data. Moreover, as users may traverse multiple platforms within the metaverse, a unified approach
to security across different environments is necessary to prevent vulnerabilities and ensure consistent
protection [b-MDPI].
PII protection concerns also extend to the control users have over their data and how it is used. Clear
and transparent privacy policies, along with user consent mechanisms, are essential to empower users
and comply with global data protection regulations. Implementing privacy-enhancing technologies is
crucial in the metaverse. The metaverse’s operators must be proactive in addressing these issues, as
outdated PII protection and cybersecurity regulations may not fully cover the nuances of virtual
environments [b-WEF2].
12.5 Affordability
The affordability challenge of the metaverse in tourism is a significant barrier to its widespread
adoption. The immersive nature of the metaverse requires advanced VR/AR hardware and substantial

FGMV-36 (2024-06) 19
bandwidth, both of which come at a high cost. This financial barrier can prevent many potential users
from accessing the metaverse, thereby limiting its reach and impact within the tourism industry [b-
McKin2].
Currently, the cost of high-quality VR/AR hardware is prohibitive for many, and the bandwidth
required for a truly immersive experience can be costly, especially in regions with higher Internet
prices or limited infrastructure [b-MDPI].
To address this challenge, efforts must be made to reduce the cost of entry into the metaverse. This
could involve developing more cost-effective hardware, optimizing software to run on less powerful
devices, and working with Internet service providers to offer affordable data plans that support
metaverse activities. Moreover, there’s a need for international collaboration to establish standards that
could drive down costs through economies of scale. By agreeing on common protocols and
technologies, the industry can streamline development and reduce redundancy, which in turn can lower
prices for consumers [b-McKin2].
12.6 Accessibility and the digital divide
Accessibility in the metaverse is a multifaceted issue. The topic of accessibility and the metaverse is
being explored in more detail through ITU-T FG-MV Working Group 8, particularly the deliverables
on Requirements of accessible products and services in the metaverse: Part I – System design
perspective and Requirements of accessible products and services in the metaverse: Part II – User
perspective. The technology required to fully experience the metaverse such as VR headsets and high-
speed Internet, is not universally available or affordable. This creates a barrier for individuals from
lower socio-economic backgrounds or those living in regions with limited technological infrastructure.
Inclusion within the metaverse is equally critical. The metaverse has the potential to be a space where
diversity is celebrated, and various cultures and identities can be represented. However, there is a risk
that without deliberate efforts, the metaverse could replicate or even exacerbate the biases and
inequalities present in the physical world.
The digital divide is one of the most pervasive challenge. It refers to the gap between those who have
ready access to computers and the Internet, and those who do not. In the context of metaverse tourism,
the digital divide could prevent a large segment of the global population from accessing these novel
experiences. Bridging this divide requires not only technological solutions but also educational
initiatives to equip individuals with the skills needed to navigate and benefit from the metaverse.
12.7 Jurisdiction and enforcement
One additional challenge in metaverse tourism is jurisdiction and enforcement. In traditional travel,
tourists are subject to the laws of the country they visit, ensuring clarity and accountability. However,
in the metaverse, this straightforward jurisdictional approach is disrupted. For instance, a tourist from
one country exploring a virtual experience hosted by an entity in another country faces ambiguity about
whether the laws of their home country or the host country apply, particularly regarding freedom of
speech and expression. This legal uncertainty complicates the user experience and raises questions
about which legal standards should govern behavior in virtual environments.
In the metaverse, the enforcement of rules may function more like the community guidelines or terms
of service set by the hosting platform. This shift from national laws to platform-specific rules
introduces variability in legal and ethical standards, posing a challenge for both users and developers.

20 FGMV-36 (2024-06)
The need to comply with diverse and potentially conflicting regulations can increase the complexity
and cost of developing and maintaining virtual tourism experiences. This increased burden may
discourage potential hosts from investing in metaverse tourism, thereby affecting the sector's growth
and attractiveness. Addressing these jurisdictional challenges is crucial for creating a consistent and
legally sound framework that supports the sustainable expansion of metaverse tourism.

13 Future Perspectives and Recommendations

13.1 The future of the metaverse in tourism and the Sustainable Development Goals
The future of the metaverse tourism is positioned to take significant traction, with forecasts suggesting
it could become a USD 1 trillion market by 2030 [b-McKin2]. This growth is driven by an increasing
demand for virtual experiences that offer new ways to explore and interact with the world. The
metaverse promises to extend the global economy into virtual life, reshaping conventional travel and
tourism.
In terms of achieving the Sustainable Development Goals (SDGs), the metaverse has the potential to
make significant contributions. For instance, it can promote sustainable cities and communities (SDG
11) by providing virtual tourism experiences that reduce the need for physical travel, thereby lowering
carbon emissions and preserving natural and cultural sites [b-Umar]. It can also contribute to quality
education (SDG 4) by offering immersive learning experiences that transcend geographical barriers.
Moreover, metaverse tourism can foster industry innovation and infrastructure (SDG 9) by pushing the
boundaries of technology and creating new economic opportunities within the tourism sector [b-
McKin2]. It can also advance reduced inequalities (SDG 10) by making travel experiences more
accessible to people who may not have the means or ability to travel physically.
13.2 Standardization implications and considerations
International standards are crucial for the metaverse, particularly in the context of tourism, as they
provide a framework for consistency, interoperability and quality across different virtual platforms.
These standards ensure that regardless of the metaverse environment tourists choose to visit, they can
expect a certain level of experience, security and accessibility [b-McKin2].
For metaverse tourism, international standards can help in creating a seamless experience for travelling
as they navigate between various virtual worlds. This is especially important for preserving the
continuity of cultural experiences, historical accuracy and environmental representations in virtual
tourism. Standards also play a key role in ensuring that the digital representations of destinations are
respectful and accurate, thereby maintaining the integrity of the real-world locations they depict [b-
Springer2].
Moreover, standards are essential for user safety and data protection within the metaverse. They help
establish common protocols for privacy, which is paramount when dealing with the personal
information of users who may be engaging in transactions or sharing sensitive data within these virtual
spaces. This is particularly relevant for tourism, where payment information and personal identification
are often required for bookings and reservations [b-Springer].
International standardization bodies should pursue developing standards for metaverse tourism to
ensure a harmonized, secure and accessible global virtual environment. As the metaverse becomes an
increasingly popular platform for tourism, consistent standards are essential for interoperability
between different virtual spaces, ensuring that users have a seamless experience as they navigate

FGMV-36 (2024-06) 21
through various tourism offerings. These standards would also address PII protection, security and data
protection, fostering trust among users. Moreover, they can guide sustainable practices and
accessibility, making virtual tourism experiences inclusive and available to a wider audience. By
setting these standards, international bodies can facilitate the growth of a metaverse tourism industry
that is equitable and ethical, and enhances the global tourism experience.

14 Conclusion
Metaverse tourism offers many benefits to travel and tourism. These include the possibility for
customers to virtual tour the hotel, cruise ship or destination. Tourists can visit hotel rooms, offerings,
interiors and outside views and check their services without being physically present. This opens
accessibility to travel for those with mental health problems, complex needs, social isolation and
multiple long-term conditions.
Looking ahead, further analysis and research are crucial to fully understanding the implications and
potential of the metaverse in tourism. Future studies should explore areas such as the scalability of
metaverse applications, the long-term sustainability of decentralized systems and the impact of virtual
experiences on consumer behaviour and destination marketing. Additionally, there is a pressing need
for standardization efforts to address interoperability challenges and ensure seamless integration of
metaverse technologies into existing tourism infrastructure. By continuing to explore these avenues,
researchers can contribute to unlocking the full transformative power of the metaverse in the travel and
tourism landscape, shaping the industry for decades to come.

22 FGMV-36 (2024-06)
 Appendix I Metaverse Tourism Roadmap: Methodology

Phase 1: Foundations for Immersive Travel (short term)

• Focus: Building the core infrastructure and best practices for immersive travel experiences.
• Action:
o Collaborate with tourism boards and cultural institutions: Establish partnerships to develop
authentic and ethical virtual destinations, ensuring respectful representation of diverse cultures and
communities.
o Develop design guidelines and standards: Create best practices for crafting visually stunning,
historically accurate and culturally sensitive virtual environments.
o Conduct usability testing and research: Assess accessibility features and identify areas for
improvement, ensuring that metaverse travel caters to diverse needs and abilities.
o Promote digital literacy and accessibility: Partner with NGOs and educational institutions to bridge
the digital divide and empower everyone to participate in metaverse tourism.
o Promote engagement: Through sensitization advertisements.

Phase 2: Expanding Horizons and Engagement (medium term)

• Focus: Enriching experiences, fostering connections and exploring innovative use cases.
• Action:
o Integrate gamification and interactive elements: Design engaging activities and challenges that
motivate exploration, learning and cultural exchange in virtual destinations.
o Develop innovative partnerships and business models: Collaborate with businesses, educational
institutions and organizations to unlock new applications of metaverse travel such as virtual field
trips, corporate training programmes and therapeutic experiences.
o Create a global forum for collaboration: Establish a platform for knowledge sharing, best practice
exchange and fostering cross-cultural partnerships between stakeholders in metaverse tourism.
o Promote responsible and sustainable development: Advocate for ethical guidelines and standards
to address data privacy, cultural appropriation and potential environmental impacts of metaverse
tourism.

Phase 3: Beyond Borders: A Metaverse for All (long term)

• Focus: Democratizing travel, breaking down barriers and shaping a future where everyone can
explore the world.
• Action:
Advance accessibility technologies: Research and develop cutting-edge solutions to make metaverse
travel inclusive and accessible for all, regardless of physical limitations or technological disparities.

FGMV-36 (2024-06) 23
Promote global connectivity and cross-cultural understanding: Utilize metaverse platforms to bridge
cultural divides, facilitate immersive cultural exchanges and foster empathy and understanding between
diverse communities.
Address global challenges: Explore the potential of metaverse tourism to tackle global issues like
poverty, inequality and environmental degradation, showcasing its role in creating a more just and
sustainable future.

Continuously innovate and adapt: Embrace emerging technologies and stay at the forefront of
metaverse development, ensuring the future of travel evolves to cater to the changing needs and
aspirations of humanity.

24 FGMV-36 (2024-06)
 Appendix II Metaverse Tourism Roadmap: Tailored Roadmap for Bangladesh

Phase 1: Foundations for Immersive Travel:

• Collaborate with Bangladeshi tourism entities: Partner with the Bangladesh Tourism Board, local
museums, cultural institutions and tour operators to create authentic and engaging virtual experiences
showcasing Bangladesh's rich history, vibrant culture and breath-taking landscapes.
• Prioritize accessibility: Focus on developing VR experiences that are compatible with affordable
headsets and low-bandwidth connections, making metaverse travel accessible to a wider audience in
Bangladesh.
• Highlight local stories and perspectives: Partner with local communities and indigenous groups to
ensure their voices and narratives are represented in virtual destinations, promoting cultural
understanding and respect.
• Promote digital literacy and infrastructure: Work with government agencies and NGOs to create
educational programmes and awareness campaigns to bridge the digital divide and equip
Bangladeshis with the skills to access and benefit from metaverse tourism.

Phase 2: Expanding Horizons and Engagement:

• Integrate gamification inspired by Bangladeshi traditions: Incorporate elements of local games

and activities, like boat races on the Sundarbans or kabaddi tournaments, into virtual experiences to
foster engagement and cultural learning.
• Focus on sustainable tourism: Develop virtual experiences that promote responsible travel
practices, highlighting the importance of protecting Bangladesh's natural heritage and supporting
local communities.
• Showcase culinary delights: Create interactive virtual food experiences that allow users to explore
Bangladeshi cuisine, learn traditional recipes and connect with local chefs.
• Embrace local arts and crafts: Integrate virtual platforms for showcasing and selling Bangladeshi
handicrafts, textiles and artwork, empowering artisans and promoting cultural exchange.

Phase 3: Beyond Borders: A metaverse for All Bangladeshi’s people and all others:

• Connect with the global metaverse community: Build partnerships with international stakeholders
to promote Bangladeshi tourism in the metaverse, attracting new visitors and driving economic
growth.
• Address rural-urban disparities: Utilize metaverse technology to bridge the gap between rural and
urban areas in Bangladesh, providing educational opportunities and improving access to services for
disadvantaged communities.
• Contribute to global sustainability goals: Showcase Bangladesh's efforts in environmental
conservation and climate change mitigation through virtual experiences, inspiring global action and
collaboration.

FGMV-36 (2024-06) 25
• Continuously innovate with local talent: Foster a thriving Bangladesh-based metaverse
development ecosystem, nurturing local talent and ensuring that Bangladeshi perspectives shape the
future of this transformative technology.

26 FGMV-36 (2024-06)
 Appendix III An example of how metaverse tourism could be developed and designed
This an example on how to design “the pre-trip stage” from the perspective of the customer and providers
of tourist products, in a metaverse including the following subcategories:

1. (pre) experiences of real locations;

2. experiences in virtual trips:
a. designed for tourists who for economic reasons or mobility difficulties are unable to
travel physically;
b. to inaccessible locations;
c. to (inexistent) created locations.

Table III-1 Example activities in metaverse tourism

No Title Related subcategory

1) Virtual trips: metaverse tour planning and purchasing 2.a.

platform

2) Perspectives of a “virtual” or “traditional trips – travel 2

agency” in the metaverse

3) “Experience tourist metaverse” of locations that do not 2.b

exist. Xtm
2.c

4) Some tools and technologies to ensure privacy and security 2

5) Business model based on payment for access virtually to 2.b

exclusive or inaccessible locations

6) Virtual metaverse in collaboration with role models or 2.c

idols to design unique virtual locations – co-creation
unique locations

7) Co – creation: contract between the referent virtual places 2.c

/ locations and the experience tourism metaverse (xtm)

8) Co –creation design process together with the referent the 2.a

desired virtual places / locations 2.b

9) Planning a traditional trip 1

10) Ethical, design and functional issues – pre – trip stage 1

Metaverse should be designed so that includes tourism activities from the perspective of tourists and also
traditional tourism service providers, as well as other tourism-related services. On the other hand, it would
be beneficial to design a “platform” that provides virtual trips.

Considering this “futuristic approach”, topics like the following should be considered:

FGMV-36 (2024-06) 27
• Immersive experiences for tourists: Within the metaverse, tourists could experience detailed virtual
destinations that recreate real-world locations and created-world locations. They could explore
historic cities, nature reserves, or inaccessible locations, or even imaginary worlds created
exclusively for the metaverse.
• Interaction with traditional tourism services: Hotels, restaurants, amusement parks and other service
providers could have their own virtual representations within the metaverse. Tourists could book
hotel rooms, order in virtual restaurants, buy tickets for attractions and shop in virtual shops.
• Interaction in virtual touristic experiences in real or create locations.
• Personalisation and recommendations: Using advanced recommendation algorithms, the metaverse
could offer tourists personalized experiences based on their interests, preferences and past behaviour.
This could include suggestions for destinations, activities, restaurants and accommodation.
• Integration of transport and health services: Transport services could be available within the
metaverse, allowing tourists to move easily between different virtual destinations. In addition, virtual
healthcare services could be available for emergencies or health consultations while travelling.
• Collaboration between service providers: Different tourism service providers could collaborate
within the metaverse to offer integrated tourism packages. For example, a hotel could partner with a
restaurant and a travel agency to offer a complete package including accommodation, food and
activities.
• Live events and entertainment: The metaverse could host live events, concerts, theatre shows and
other forms of real-time entertainment. Tourists could attend these events virtually, interacting with
other participants and performers from around the world.
• Security and privacy: Robust security measures must be implemented to protect users' personal and
financial information within the metaverse. It is also important to ensure users' privacy and provide
options to control how much information they wish to share.
• Sustainability: Consider integrating sustainable practices within the metaverse such as promoting
eco-friendly tourist destinations and raising awareness about environmental conservation.

28 FGMV-36 (2024-06)
 1) Virtual trips: metaverse tour planning and purchasing platform
Designing a metaverse tour planning and purchasing platform for physically inaccessible destinations.

Here are some important design issues to consider to ensure an engaging and immersive experience:

Visual and Sensory Immersion:

• Use high-quality graphics and virtual reality technologies to create visually stunning representations
of inaccessible destinations.
• Incorporate ambient sounds, music and sound effects to increase sensory immersion and make users
feel as if they are actually at the destination.
Interactivity and Exploration:

• Allow users to freely explore destinations with their avatars, interacting with the environment and
discovering places of interest.
• Integrate interactive elements such as games, challenges or activities related to local culture to keep
users engaged.
Customisation and Flexibility:

• Offer personalisation options so that users can tailor their experience according to their individual
interests and preferences.
• Allow users to create personalized itineraries and add specific activities according to their wishes.
Social Collaboration:

• Facilitate social interaction between users by enabling the creation of groups, real-time
communication and the organisation of joint activities.
• Integrate social networking functions so that users can share their experiences, photos and videos
with friends and family.
Universal Accessibility:

• Design the platform to be accessible to users of all ages and abilities, including those with physical
or sensory disabilities.
• Provide customisable navigation options and controls to suit the individual needs of each user.
Security and Privacy:

• Implement robust security measures to protect users' personal and financial information, as well as
to prevent harassment and inappropriate behaviour.
• Provide users with options to control their privacy and visibility of their profile and activities within
the metaverse.
Monetisation and Transactions:

• Enable the purchase of tour packages, products and services within the metaverse using secure and
reliable payment methods.
• Offer monetisation options for destination owners and service providers within the metaverse such
as selling virtual products or advertising in the virtual environment.

FGMV-36 (2024-06) 29
Technical Support and Community:

• Provide technical support and customer service to assist users with technical issues or questions
related to the platform.
• Foster an active and participatory community of users through discussion forums, online events and
other engagement activities.
By considering these design issues, it is possible to create a platform for planning and purchasing travel
packages in the metaverse that offers a unique and engaging experience for users, allowing them to
explore and enjoy inaccessible destinations in a virtual and immersive way.
From a “virtual tourist” perspective, it is important to design an immersive and engaging experience that
allows users to really feel as if they are exploring a real tourist destination. Here are some key issues to
consider when designing the virtual tourist experience:

Exploration and Discovery:

• Provide a vast and detailed virtual environment that allows users to freely explore the tourist
destination.
• Incorporate highlights and hidden points of interest so that users can discover new experiences and
places as they explore.
Interaction with the Environment:

• Allow users to interact with the virtual environment in a variety of ways such as walking, running
and swimming.
• Integrate interactive elements into the environment such as the ability to open doors, collect objects
and interact with non-player characters.
Activities and Entertainment:

• Offer a variety of activities and entertainment within the virtual destination such as guided tours,
excursions, sports, games and cultural events.
• Integrate mini-games and challenges related to the destination's culture and attractions to keep users
interested.
Personalisation and Choice:

• Provide personalisation options so that users can tailor their experience according to their individual
interests and preferences.
• Allow users to choose from a variety of activities and routes to create their own personalized itinerary
within the virtual destination.
Sensory Immersion:

• Use realistic visual and sound effects to create an immersive experience that stimulates users' senses.
• Incorporate atmospheric effects such as weather changes, day-night cycles and ambient sounds to
enhance the sense of reality.
Social Interaction:

30 FGMV-36 (2024-06)
• Facilitate social interaction between virtual tourists by enabling real-time communication, group
formation and participation in joint activities.
• Integrate social networking features to allow users to share their experiences and connect with other
virtual tourists within the destination.
Access to Tourist Information and Guidance:

• Provide access to detailed information about the attractions, history, culture, cuisine and other aspects
of the virtual destination.
• Integrate virtual tour guides that offer commentary and additional details about attractions and events
within the destination.
Monetisation and Rewards:

• Offer monetisation options for virtual destination owners such as the sale of virtual souvenirs,
premium access to certain areas or exclusive experiences.
• Implement reward and achievement systems to incentivise participation and exploration within the
virtual destination.
When designing the “virtual tourist” experience, an engaging, interactive and immersive environment
should be created so that allows users to enjoy and explore the destination virtually with the same
excitement and satisfaction as if they were there physically.
2) Perspectives of a “virtual” or “traditional trips – travel agency” in the metaverse
From the perspective of a “virtual or traditional trips - travel agency” in the metaverse, there are a number
of important considerations and issues to take into account in order to provide a satisfactory and safe
experience for users. Here is a detailed list of these aspects:

Payment Gateway:
• Implement a secure and reliable payment gateway that supports a variety of payment methods such
as credit cards, bank transfers and cryptocurrencies.
• Ensure data encryption and compliance with security standards to protect users' financial information.
Prices and Fees:
• Clearly and transparently display prices of tour packages and additional services, including taxes,
fees and additional charges.
• Inform users of any hidden fees or additional costs before confirming the booking.
Fraud Prevention:
• Implement advanced security measures to prevent fraud and protect users against identity theft and
other cybercrime.
• Use identity verification and fraudulent behaviour detection systems to identify and prevent
suspicious activity.
Travel Time and Tourist Experience:
• Provide a realistic estimate of the time required to complete the virtual travel experience, including
the duration of activities and travel between destinations.

FGMV-36 (2024-06) 31
• Design the virtual tourist experience to be as seamless and engaging as possible, minimising loading
times and optimising the performance of the metaverse.
Perspective and Points of Interest:
• Highlight the most relevant and popular points of interest of each tourist destination within the
metaverse, providing detailed information and exploration options.
• Offer varied and panoramic perspectives of landmarks to allow users to get a complete and detailed
view of destinations.
Destination Selection:
• Include a wide range of popular and exotic tourist destinations in the virtual travel agency offering,
providing options for all tastes and preferences.
• Regularly update the selection of available destinations and experiences to maintain freshness and
user interest.
Customer Support:
• Provide real-time customer support via live chat, e-mail or phone to help users with questions,
technical issues or assistance during booking.
• Establish clear cancellation and refund policies and offer assistance options for those who need to
modify or cancel their bookings.
Monetisation and Promotion:
• Explore additional monetisation opportunities through the sale of travel-related products such as
virtual souvenirs, digital tour guides or premium experiences.
• Implement effective promotional strategies to attract new users and encourage loyalty from existing
customers such as discounts, special offers and rewards programmes.
By considering these aspects from the perspective of a virtual trip – a travel agency in the metaverse –
you will be able to offer a complete, secure and engaging travel planning and booking experience for
your users.

32 FGMV-36 (2024-06)
 3) “Experience tourist metaverse” of locations that do not exist. Xtm
Creating a virtual tourism sub-metaverse based on fictitious locations but customized for users using
information generated by algorithms from photos, past experiences and places most visited by social
network users.
Steps to implement this idea:
a. Data Collection:
• Use data analytics algorithms to collect information about users' preferences, interests and past
activities within the virtual tourism metaverse.
• Analyse data from social networks, metaverse activity logs and other available data to identify
patterns and trends in user behaviour.
b. User Profile Generation:
• Create user profiles based on the information collected, including details such as interests, travel
preferences, past activities and destinations visited within the metaverse.
• Use machine learning algorithms to segment users into groups with similar characteristics and
preferences.
c. Personalized Location Design:
• Use information collected about users to design personalized virtual locations that are tailored to their
interests and preferences.
• Create virtual environments that reflect the activities, experiences and places users have enjoyed in
the past, but in a fictional, personalized context.
d. Personalized Destination Suggestions:
• Use recommendation algorithms to suggest virtual locations to users that match their individual
profiles and preferences.
• Offer personalized recommendations of fictional destinations that incorporate elements and features
that appeal to each individual user.
e. Interaction and Feedback:
• Allow users to explore and experience personalized virtual locations within the tourism sub-
metaverse.
• Collect feedback from users about their experience in these virtual locations and use it to improve
and refine future recommendations.
f. Continuous Updating:
• Maintain updated user database and travel profiles to reflect changes in user preferences and
behaviours over time.
• Incorporate new data and trends as they emerge to improve the accuracy and relevance of
personalized destination suggestions.
By following these steps, you could create a unique and highly personalized virtual tourism sub-
metaverse, offering users fictionalized travel experiences that are fully tailored to their individual
interests and preferences. This could significantly improve user satisfaction and engagement within the
virtual tourism meta-verse.
Some important ethical and legal issues you should consider:
a. Privacy of Personal Data:

FGMV-36 (2024-06) 33
• Ensure that the privacy of users' personal data is respected and that applicable data protection laws
and regulations are complied with.
• Obtain explicit consent from users before collecting, storing or processing any personal data,
including names, e-mail addresses and locations.
b. Confidentiality of Personal Information:
• Implement appropriate security measures to protect users' personal information against unauthorized
access, leaks or security breaches.
• Limit access to personal information to only those employees or contractors who need to have it to
fulfil their job responsibilities.
c. Transparency and User Control:
• Provide users with clear and understandable information about how their personal data are collected,
used and shared within the tourism metaverse.
• Allow users to control and manage their privacy preferences, including the option to opt out of certain
features or services that involve the collection of personal data.
d. Informed Consent:
• Obtain informed consent from users before sharing their personal information with third parties or
using it for marketing or advertising purposes.
• Provide users with the option to revoke their consent at any time and ensure that this process is clear
and easy to understand.
e. Online Identity Protection:
• Implement measures to protect users' online identity such as the use of pseudonyms or avatars instead
of real names in public areas of the metaverse.
• Avoid inadvertent publication or disclosure of personally identifiable information that could
compromise the security or privacy of users.
f. Integrity of Social Relationships:
• Respect the privacy of users' social relationships and avoid sharing sensitive information about
friends, family or other connections without their consent.
• Do not use users' social relationship data for commercial or advertising purposes without their explicit
permission.
g. Legal and Regulatory Compliance:
• Comply with all applicable laws and regulations relating to data privacy, consumer protection and
information security.
• Be aware of any changes in relevant legislation and adjust privacy and data protection practices as
necessary to ensure ongoing compliance.
By proactively addressing these ethical and legal issues, it is possible to protect the privacy and rights of
users within the virtual tourism metaverse, thereby building a trusting and secure relationship with your
audience.
Ensuring the privacy of your virtual tour is a top priority. Here are some measures to ensure that personal
data and travel experience are kept private and secure:

34 FGMV-36 (2024-06)
• Transparent Privacy Policy: Ensure that the virtual travel platform has a clear and transparent
privacy policy that explains how your personal data are collected, used and protected during your
travel experience.
• Personal Data Control: Provide users with control options over their personal data such as the
ability to opt out of sharing certain types of information or adjust their privacy preferences as needed.
• Data Encryption: Uses robust encryption technologies to protect the security of personal data during
transmission and storage on the virtual travel platform.
• Secure Access: Implements security measures to protect access to your virtual travel account such
as strong passwords, two-factor authentication and suspicious activity monitoring.
• Data Deletion: Provide the option to permanently remove your personal data from the online travel
platform when you no longer need it, in accordance with applicable privacy regulations.
• Informed Consent: Obtain informed consent from users before collecting, using or sharing their
personal data for specific purposes related to your online travel experience.
• Security Audits: Conduct regular security audits to identify and address potential vulnerabilities in
the virtual travel platform that could compromise the privacy of users' personal data.
• Regulatory Compliance: Ensure compliance with all applicable laws and regulations related to data
privacy, consumer protection and information security in the context of your virtual travel experience.
By implementing these security and privacy measures, it is possible to instil confidence that personal
data and virtual travel experience will remain private and secure as users explore the virtual world.

FGMV-36 (2024-06) 35
 4) Some tools and technologies to ensure privacy and security
To ensure privacy and security in a virtual travel platform, you can consider a combination of tools and
technologies. Here are some options you could use:
• Blockchain: Blockchain technology can be useful to ensure data integrity and transaction security.
You can use blockchain to securely store user information and travel transactions, which helps
prevent tampering or unauthorized access to data.
• Data Encryption: Uses data encryption tools to protect users' personal and financial information
during transmission and storage. This ensures that only authorized parties can access the data.
• Two-Factor Authentication (2FA): Implements two-factor authentication to enhance the security
of user accounts. This requires users to provide two forms of verification (such as a password and a
code sent to their mobile phone) before accessing their account.
• Decentralized Identity Management (DID): Consider implementing decentralized identity
management (DID) systems, which allow users to have full control over their own identity and
personal data, thus reducing the risk of privacy breaches.
• Role-Based Access Control (RBAC): Uses role-based access control systems to ensure that only
authorized users can access certain functions and data within the virtual travel platform.
• Regular Security Audits: Conducts regular security audits to identify potential vulnerabilities in the
platform and take corrective action to mitigate any security risks.
• Privacy Policies and Regulatory Compliance: Ensure that you have clear and transparent privacy
policies that comply with applicable data privacy laws and regulations in your jurisdiction. In
addition, ensure that the platform complies with security and privacy standards set by relevant
regulatory organisations.
• Accessibility Capabilities: To cater to older contractors and other groups with special needs, ensure
that the platform is accessible to people with disabilities by providing accessibility options such as
increasing text size, adjusting contrast and offering support for screen readers.
By integrating these tools and technologies into your virtual travel platform, you can strengthen the
security and privacy of user data, as well as ensure appropriate access for older travellers and other
groups with special needs.
5) Business model based on payment for access virtually to exclusive or inaccessible locations
Considering turning your virtual tourism metaverse platform into a business model based on
payment for access virtually to exclusive or inaccessible locations.
This is an interesting strategy that can offer users a unique and premium experience.
Here are some considerations and steps to follow to implement this idea:
• Exclusive and / or Premium Content: Develop and offer exclusive and / or premium content within
the metaverse that is only available to those who pay for access. This could include special virtual
locations, unique experiences, premium activities and personalized services.
• Subscription or Pay-Per-Use Model: Decide whether you prefer to implement a subscription model,
where users pay a periodic fee for ongoing access to exclusive content, or a pay-per-use model, where
users pay only for the specific locations or experiences they wish to visit.
• Secure Payment Gateway: Implement a secure and reliable payment gateway that allows users to
securely conduct financial transactions within the metaverse. Be sure to offer a variety of payment
options to suit users' preferences.

36 FGMV-36 (2024-06)
• Clearly Defined Value Offer: Clearly communicate the value offer of your paid virtual tourism
platform, highlighting the exclusive benefits and premium experiences that users can enjoy when
paying for access.
• Promotion and Marketing: Promote your paid online tourism platform through effective marketing
strategies, using channels such as social media, online advertising, influencer partnerships and
content marketing to reach your target audience.
• High Quality Customer Support: Provide exceptional customer service for users of your paid
online tourism platform, ensuring you respond quickly to queries, resolve issues efficiently and
provide personalized assistance as needed.
• Constant Updates and Upgrades: Continue to improve and update your virtual paid tourism
platform with new content, features and functionality to maintain user interest and satisfaction over
the long term.
• Monitoring and Feedback: Closely monitor the performance of your paid online tourism platform,
gathering feedback from users and using this information to make adjustments and improvements as
needed.
By implementing these strategies, you can create a successful paid virtual tourism platform that offers
exclusive and exciting experiences to users willing to pay for premium access to exclusive virtual
locations.
6) Virtual metaverse in collaboration with role models or idols to design unique virtual
locations – co-creation unique locations
Designing virtual trips in a metaverse in collaboration with role models or idols to design unique virtual
locations that reflect their personal vision of ideal or dreamlike places / locations.
Here are some steps to carry out this collaborative design process:
• Interview and Consultation with the Referent: Start by interviewing the referent or idol to
understand their vision and ideas for the virtual locations they would like to design. Ask them about
their dream locations, their values, their interests and the experiences they would like to offer users.
• Brainstorming and Conceptualisation: Work closely with the referrer to generate ideas and
concepts for the virtual locations. Conduct brainstorming sessions where they can share their ideas
and visions, and then work together to refine and develop those concepts.
• Creating Sketches and Conceptual Designs: Use the information gathered during the interview and
brainstorming to create sketches and conceptual designs of the virtual locations. These can include
drawings, sketches, digital mock-ups or even interactive prototypes to visualise the vision of the
referent.
• Iteration and Feedback: Share conceptual designs with the referrer and solicit feedback. Work
together to make adjustments and refinements as needed to ensure that the designs accurately reflect
the vision of the referrer.
• Development and Construction: Once the conceptual designs have been finalized, work on the
construction and development of the virtual locations in the metaverse. Uses virtual design and
development tools to create three-dimensional environments that are visually stunning and provide
an immersive experience for users.
• Testing and Evaluation: Conduct extensive testing of virtual locations to ensure that they function
correctly and meet expected quality standards. Solicit feedback and make adjustments as necessary
before releasing the locations to the public.

FGMV-36 (2024-06) 37
• Launch and Promote: Once the virtual locations are ready, organise an official launch and promote
them through various channels, including social media, virtual events and collaborations with the
referrer to increase visibility and user interest.
By following these steps, you can effectively collaborate with referrers or idols to design unique virtual
locations that reflect their personal vision and offer unique and exciting experiences for metaverse
users.
7) Co – creation: contract between the referent virtual places / locations and the experience
tourism metaverse (xtm)
When establishing a contract between the virtual places / locations tourism metaverse (XTM) and the
referent to design exclusive virtual (inexistent) locations, it is important to contemplate a number of
clauses and legal provisions to protect the interests of both parties.
Here are some important clauses to consider including in the contract:
• Intellectual Property:
Clearly specify who will own the intellectual property rights to the designed virtual locations, including
copyrights, trademarks and any other related intellectual property.

• Licence of Use:
Sets out the terms and conditions under which XTM may use the virtual locations designed by the
referrer, including the scope of the licence, duration and any restrictions on use.

• Compensation and Royalties:

Defines the compensation the referent will receive for its participation in the design of the virtual
locations, either through a one-time payment, royalties for continued use, or a combination of both.

• Confidentiality:
Includes confidentiality provisions to protect any confidential or proprietary information exchanged
between the parties during the negotiation and execution of the contract.

• Responsibilities and Obligations:

Details the specific responsibilities and obligations of each party in relation to the design, development,
testing and promotion of the virtual locations.

• Quality and Compliance:

Establishes quality standards and compliance criteria that virtual locations must meet before being
released to the public.

• Contract Termination:
Includes provisions describing the circumstances under which the contract may be terminated by either
party, as well as procedures for resolving disputes or breaches of contract.

• Jurisdiction and Applicable Law:

38 FGMV-36 (2024-06)
Specifies the jurisdiction and applicable law that will govern the contract, as well as the procedures for
resolving any legal disputes that may arise between the parties.
• Modifications and Amendments:
Sets out how modifications or amendments may be made to the contract and the procedures for obtaining
the mutual consent of both parties.

• Signature and Date:

Finally, ensure that the contract is signed and dated by authorized representatives of both parties to make
it legally binding.
It would be beneficial to consult with a lawyer specialising in intellectual property and commercial
contracts to ensure that the contract is complete, clear and legally sound, and that it protects the interests
of all parties involved.

FGMV-36 (2024-06) 39
 8) Co –creation design process together with the referent the desired virtual places /
locations
Designing, together with the referent, the desired virtual locations implies a detailed and collaborative
process to ensure that the visions and preferences of the referent are faithfully reflected in the
metaverse. Here is an end-to-end process to follow to ensure a successful design:
• Initial Interview and Consultation:
Start with an initial meeting with the referent to discuss their ideas, visions and preferences for the virtual
locations. Ask detailed questions to fully understand their expectations and desires.

• Brainstorming and Conceptualisation:

Conduct brainstorming sessions with the referrer to generate ideas and concepts for the virtual locations.
Encourage the referrer to share their inspirations, dreams and personal experiences that can influence the
design.

• Create Sketches and Preliminary Designs:

Uses information gathered during consultations to create sketches and preliminary designs for virtual
locations. Include specific elements suggested by the referrer and be sure to capture their vision
accurately.

• Review and Feedback:

Present the sketches and preliminary designs to the referrer for review and feedback. Listen carefully to
their comments and suggestions, and make adjustments as necessary to reflect their preferences and
expectations.

• Development and Construction:

Once preliminary designs have been finalized, begins the development and construction phase of the
virtual locations in the metaverse. It uses virtual design and development tools to bring concepts to life
and create interactive and immersive environments.

• Testing and Optimisation:

Performs extensive testing of virtual locations to ensure they function properly and deliver a seamless,
immersive experience. Optimises designs as necessary to meet established quality and performance
standards.

• Referent Avatar Integration:

Incorporate the referent's avatar into virtual locations in a meaningful and authentic way. Ensure that the
referent's avatar is present at key points and that it integrates naturally into the virtual environment.
• Final Review and Approval:
Present the completed virtual locations to the referent for final review and approval. Ensure that the
referrer is satisfied with the final result and agrees with all aspects of the design.

• Launch and Promotion:

40 FGMV-36 (2024-06)
Once the virtual locations are approved, organise an official launch and promote them through various
channels to increase their visibility and attract users to the metaverse.
By following this step-by-step process and working closely with the referrer, you will be able to design
virtual locations that meet their expectations and accurately reflect their visions and preferences in the
metaverse.
a. Technological Innovation and Economic Development:
Batlle was an advocate of economic development and technological innovation in Uruguay. In his
SMTV, he could include thematic areas dedicated to the technology industry and the promotion of
innovative start-ups and entrepreneurship. Users could explore virtual technology parks, participate in
conferences on innovation and learn about the technological advances that are transforming the country.

b. Social Development and Education:

Batlle was also committed to social development and education in Uruguay. His SMTV could include
virtual educational programmes, digital libraries and interactive learning spaces where users can access
quality educational resources and participate in innovative educational activities. In addition, it could
highlight social development projects that promote equity and inclusion in Uruguayan society.

c. Sustainable Tourism and Nature:

Uruguay is known for its natural beauty and its focus on sustainable tourism. In Batlle's SMTV, it could
include virtual areas dedicated to the promotion of eco-tourism and environmental conservation. Users
could explore virtual natural landscapes, participate in ecotourism activities and learn about conservation
efforts underway in the country.

d. Culture and Heritage:

As an advocate for Uruguayan culture and heritage, Batlle could include thematic areas dedicated to the
promotion of national culture and the preservation of the country's historical and cultural heritage. Users
could explore virtual museums, digital art galleries and world heritage sites, and participate in traditional
cultural events and festivals.
In short, the virtual tourism sub-metaverse of the Uruguay of Jorge Batlle's dreams could be a space that
reflects his vision of a prosperous, inclusive and sustainable Uruguay, where innovation, education,
culture and tourism come together to promote the country's integral development.

9) Planning a traditional trip

What are the questions, as a travel planning platform, will have to ask the person who is planning the
trip?

Comprehensive list of questions that could be useful for a travel planning platform when designing the
pre-trip stage from the perspective of the hirer.
These questions should provide a solid basis for understanding the needs and preferences of the hirer
when planning their trip. From this information, the travel planning platform could offer personalized
recommendations and options tailored to their specific wishes.
• Destination and Trip Duration:

FGMV-36 (2024-06) 41
Where would you like to travel to?
How long do you plan to stay at your destination?

• Date and Weather:

What dates are you planning to travel?
Do you prefer to travel in a specific season or do you have flexibility?

• Budget:
What is your budget for this trip?
Do you have any specific spending limits for accommodation, activities, etc.?

• Accommodation:
Do you prefer to stay in hotels, flats, holiday homes or other accommodation?
What amenities are important to you in your accommodation?

• Transport:
How do you plan to get to your destination?
How do you plan to get to your destination (plane, train, car, etc.)?
Do you need help with booking flights, trains or car hire?

• Activities and Events:

What kind of activities would you like to do during your trip (cultural tourism, adventure, relaxation,
etc.)?
Are you interested in attending sporting, musical, mystical or academic events during your stay?
• Dietary preferences:
Do you have any food preferences or dietary restrictions that should be taken into account when
recommending restaurants or meal plans?

• Personal Interests:
Are there any specific topics you are interested in exploring during your trip (history, art, food, nature,
etc.)?
Do you have any hobbies or activities you would like to incorporate into your itinerary?

• Travel Group:
Are you travelling alone or in a group?
How many people will be travelling with you and what are their ages?

• Special Needs:

42 FGMV-36 (2024-06)
Do you have any special needs that should taken into account when planning your trip (accessibility,
childcare, etc.)?

• Travel Insurance:
Are you interested in taking out travel insurance for your trip?

• Documentation:
Do you have all the necessary documents for your trip (Passport, visas, special permits, etc.)?

• Language and Culture:

Do you speak the local language of the destination or do you need assistance with translation or tour
guides in your language?

• Time preferences:
Do you have specific time preferences for your activities during the trip?

• Itinerary Flexibility:
Are you open to last-minute changes in your itinerary or do you prefer to have everything planned in
advance?

Some additional questions to include in the pre-trip stage, considering more detailed preferences:

• Musical Preferences:
What genres of music do you like, are there any specific artists or bands you would like to see during
your trip?
Are you interested in attending live concerts, music festivals or events related to local music?

• Gastronomic Interests:
Do you have an interest in local cuisine and are there specific dishes or restaurants you would like to try
during your trip?
Do you have any local dietary preferences such as vegetarian, vegan, halal, etc.?

• Cultural Interests:
Are you interested in exploring the local culture of the destination? What cultural aspects would you like
to experience?
Would you like to participate in cultural activities such as cooking classes, craft workshops, museum
visits, etc.?

• Historical Interests:
Do you have an interest in the history of the destination? Are there specific historical sites you would
like to visit?
Would you like to take guided tours or activities related to the history and heritage of the place?

FGMV-36 (2024-06) 43
• Experiential Experiences:
Are you interested in authentic, local experiences during your trip? What kind of experiential experiences
would you like to have?
Are you interested in participating in activities such as homestays, cultural exchanges or volunteering
during your trip?

• Family Group Preferences:

Are there specific activities or services that are important for the comfort and enjoyment of the family?
Are there special considerations to meet the needs of all members of the family group?

• Adventure and Activity Level:

Do you enjoy adventure activities and extreme sports and are you interested in including any such
activities in your itinerary?
Do you prefer a more relaxed and laid back approach during your trip, or are you looking for thrills and
adrenaline?

• Accessibility and Physical Restrictions:

Do you have any physical restrictions or reduced mobility that should be taken into account when
planning your itinerary?
Do you need additional assistance or special services to ensure your comfort and safety during your trip?

44 FGMV-36 (2024-06)
 10) Ethical, design and functional issues – pre – trip stage
Developing a metaverse to plan trips to real or create places / locations involves considering a variety of
ethical, design and functional issues to ensure a positive and safe experience for users.

Ethics:

• Cultural Respect: Ensure accurate and respectful representation of the culture and traditions of the
destinations emulated in the metaverse.
• Data Protection: Implement strong privacy and security measures to protect users' personal and
financial information.
• Accessibility: Design the metaverse to be accessible to people with physical or sensory disabilities.
• Inclusion: Encourage diversity and inclusion in all representations and experiences within the
metaverse.
• Sustainability: Promote sustainable and environmentally friendly practices within the metaverse and
in the actual destinations being emulated.
Purchase / Payment Gateway:

• Payment Security: Use secure and encrypted payment methods to protect users' financial transactions.
• Ease of Use: Design an intuitive and user-friendly interface to facilitate the navigation and purchase
of products and services.
• Price Transparency: Clearly and transparently display the prices of products and services offered in
the metaverse.
• Payment options: Offer a variety of payment options to suit users' preferences, including credit cards,
bank transfers and cryptocurrencies.
• Consumer Protection: Ensure that consumer protection laws and regulations are complied with in all
transactions conducted within the metaverse.
Design:

• Realism: Create realistic and detailed visual representations of the actual destinations emulated in the
metaverse.
• Interactivity: Incorporate interactive elements that allow users to explore and experience the
destinations in an immersive way.
• Personalisation: Provide customisation options so that users can tailor their experience according to
their individual preferences.
• Intuitive Navigation: Design a clear and easy to understand navigation system so that users can move
seamlessly through the metaverse.
• Cross-Platform Optimisation: Ensure that the metaverse is compatible with a variety of devices and
platforms to ensure a consistent experience for all users.
Security:

• Fraud Prevention: Implement security measures to prevent fraud and identity theft within the
Metaverse.
• Harassment Protection: Establish policies and tools to prevent and address harassment and
inappropriate behaviour among users.

FGMV-36 (2024-06) 45
• Parental Controls: Provide parental control options to ensure the safety of younger users who may
access the metaverse.
Legal and Regulatory:

• Regulatory Compliance: Ensure that the metaverse complies with all applicable laws and regulations
in the jurisdictions where it operates.
• Intellectual Property: Respect intellectual property rights and obtain the necessary licences to use
copyrighted content within the metaverse.
Considering these ethical, design and functional aspects during the development of the metaverse will
ensure a positive and safe experience for users, while complying with the necessary ethical and legal
standards.

46 FGMV-36 (2024-06)
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__________________

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