Embracing the metaverse: cultivating sustainable tourism growth on a global scale

The tourism sector must integrate sustainability to mitigate environmental impacts, ensure destination profitability, and promote responsible travel. Emerging technologies, particularly the metaverse, have the potential to revolutionise environmental, economic, and social sustainability. Although recent research on metaverse-based sustainable development has expanded, studies on its application within tourism remain limited. This paper addresses this gap by exploring the metaverse’s potential to advance sustainable practices in tourism, aligning with sustainable development goals (SDGs).By integrating three behavioural theories – the Theory of Planned Behavior, Technology Acceptance Model, and Self-Determination Theory – this research provides a comprehensive framework to assess the impact of metaverse tourism on sustainability and identify the most relevant SDGs. Through a systematic meta-analysis, the study presents four key propositions: foundational technologies will redefine travel experiences through immersive engagements; metaverse tourists may develop more realistic expectations, altering travel dynamics; understanding the diverse identities of metaverse tourists is crucial; and metaverse tourism introduces an innovative business model aligned with the creative economy. This interdisciplinary approach offers insights into the transformative potential of metaverse tourism, bridging technology, tourism, and behavioural psychology. The research underscores the importance of exploring these intersections, contributing valuable insights to the evolving tourism landscape amidst changing consumer expectations and sustainability imperatives.