Metaverse Tourism: Opportunities, AI-Driven Marketing, and Ethical Challenges in Virtual Travel

Metaverse tourism refers to the application of immersive digital technologies—such as virtual reality, augmented reality, and blockchain—within tourism experiences. It enables users to explore destinations, participate in cultural experiences, and interact socially within persistent, 3D virtual environments. While it offers new ways of experiencing tourism beyond physical boundaries, it also introduces novel ethical, technological, and social dilemmas. This entry is written as an encyclopedia entry rather than a systematic review or empirical study. It is intended as a conceptual and integrative overview of current knowledge and debates, informed by peer-reviewed research, industry reports, and illustrative case examples.