Virtual tourism is evolving alongside traditional travel, creating hybrid tourism experiences that combine physical and digital worlds. Researchers at the Griffith Institute for Tourism are exploring how this shift can support more sustainable, accessible and regenerative tourism models.
Leading this work is James Higham, Distinguished Professor and Climate Change Action Cluster Co-Leader, whose latest international research project investigates how immersive technologies can complement rather than replace travel.
“This opportunity is not substitution – it is integration,” Professor Higham said.
His research explores how virtual and in-person experiences can work together to create a “between worlds” tourism model that expands access to destinations while reducing pressure on fragile, remote and culturally sensitive environments.
Professor Higham is part of a five-year New Zealand research collaboration, He karapitipitinga mariko – immersive regenerative tourism experiences in Aotearoa, funded through the New Zealand Ministry of Business, Innovation and Employment Endeavour Programme. The project brings together Indigenous studies, computing and tourism researchers to explore how extended reality technologies can reshape the visitor economy.
One innovation emerging from this work is Tōka Whānau, a digital marae platform enabling Māori living overseas to stay connected with their communities when physical return is not possible.
Running from 2024 to 2028, the project aims to support a more resilient, low-carbon tourism industry grounded in local aspirations and regional identity. Researchers are working closely with tourism operators, communities and policy-makers to develop immersive experiences that reflect local cultural values and community priorities.
“Delivering traveller experiences between physical and virtual worlds requires more than technology – it requires collaboration grounded in place.”
Professor James Higham
Co-designed with place and community at the centre
“At the heart of our research programme are partnerships,” Professor Higham said. “The project embeds local communities, tourism operators and destination managers, in partnership with world-leading researchers.”
The research comes at a time when the tourism sector is facing growing pressure to reduce emissions, meet sustainability expectations and respond to workforce shortages, while also creating opportunities for new low-impact tourism markets and more accessible visitor experiences.
Through a Living Labs approach, this project is embedding innovation in communities, where new experiences are co-designed with tourism operators, Indigenous knowledge holders, and policy-makers to explore the possibilities of immersive experiences.
“This ensures both physical and virtual expressions of place reflect local values, cultural protocols and community aspirations, not just technological capability.”
Professor James Higham
Meet James in person, at the upcoming Industry Showcase
Register now to hear from James and other world-leading tourism researchers from Griffith Institute for Tourism, at their upcoming Industry Showcase, “Better Tourism Brighter Futures” on Tuesday 26 May 2026 2:00-4:00pm, online or in-person, South Bank Campus, Brisbane.
If attending in person, stay on to enjoy industry networking from 4:00-5:00pm.
View the full list of speakers and event details here.
Further updates on the regenerative tourism experiences project can also be explored through Professor Higham’s fortnightly Checking In podcast, now in its third year, where he shares research-informed perspectives on sustainable tourism and global tourism transformation.
Listen to James’ ‘Checking In’ Podcast now.
To read the full Tourism Research News article, visit the Griffith Institute for Tourism LinkedIn eNewsletter. Subscribe for free regular eNews updates, to stay informed.
