Mobile & tablet Augmented Reality in Tourism: 10 Best Practices

With the release of powerful smartphone devices, and more recently Google’s project Glass, Augmented Reality (AR) quickly became the new buzz word. The technology allows combining seamlessly physical world and virtual information, but is still widely under-utilised in the field of Tourism. This report presents 10 highly innovative AR experiences that showcase the potential of the technology to revolutionise the way we experience new destinations and services within the industry.

This report looks at the following best practices:

  1. An Enhanced Booking Experience
  2. Museum Interactivity
  3. AR Browsers in the Destination
  4. Responsive Experience Through Gaming
  5. Services in the Restaurant
  6. Re-living Historic Life and Events
  7. The Hotel Experience
  8. Transportation
  9. Accessibility and Translation
  10. Participative Destination Management

Bournemouth University's e-Tourism Lab

This exciting new research Lab, led by Professor Dimitrios Buhalis and Bournemouth University, explores cutting edge information and communication technologies, alongside e-based strategic management and marketing for the tourism and hospitality industries.

The eTourism lab’s mission is to push back the barriers of knowledge on eTourism and through Information Communication Technologies (ICTs) empower policy making and strategic competitive advantage.


Dimitrios Buhalis


Professor Dimitrios Buhalis is a Strategic Management and Marketing expert with specialisation in Information Communication Technology applications in the Tourism, Travel, Hospitality and Leisure industries.

Zornitza Yovcheva


Zornitza is PhD Researcher at the John Kent Institute in Tourism at Bournemouth University, UK, researching Augmented Reality and smartphones.


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