The metaverse (MV) is transforming tourism by offering immersive virtual
experiences. With VR and AR technologies, travelers can explore destinations, preview
accommodations, and plan trips with unprecedented detail. Virtual tours provide realtime information and cultural exchange opportunities, making travel more accessible
and interconnected. This study aims to analyze the current academic literature and
industry reports to investigate how MV can transform the advertising and management
of tourism. Based on a comprehensive literature review, articles from the media, and
reports from the tourism industry, this research paper identifies and conceptualizes the
MV ecosystem for the tourism industry. This study provides a novel and
comprehensive roadmap for future research on enabling and sustaining mixed-reality
travel in the MV
Keywords: Disruptive technology, Information technology, Metaverse, Tourism, Virtual reality.
