Augmented Reality in Tourism: A Current Insight into the Sector

Augmented Reality (AR) has emerged as a transformative technology in the tourism sector, offering new ways of interacting, interpreting, and experiencing tourist destinations. This article presents a current overview of the application of AR in tourism, analyzing the state of the art of this technology and its impact on the tourist experience. Through a systematic review of recent scientific literature, the study identifies and discusses the main applications of AR in various tourism contexts, including cultural attractions and heritage, urban experiences, natural environments, and hotel and restaurant establishments. The benefits provided by AR are analyzed, both from the perspective of the tourist and of destinations and tourism businesses, highlighting the improvement of the visitor experience, personalization, accessibility, and heritage enhancement. The article also addresses current challenges and limitations and explores future trends and perspectives, with an emphasis on the integration of AR with other emerging technologies such as Artificial Intelligence, IoT, and the Metaverse, as well as the development of new business models. It is concluded that AR represents a significant opportunity for innovation and differentiation in the tourism sector, contributing to more immersive, informative, and personalized experiences, although its full realization depends on overcoming the identified challenges.