Sustainability of tourism and recreation in transition from the real world to the metaverse

Purpose This study explores stakeholder perspectives on the metaverse's role in advancing sustainable tourism and recreation. By examining environmental, social, and economic facets, it investigates how virtual platforms might complement real-world experiences and foster responsible practices. Design/methodology/approach Within the framework of the research question “How will the Metaverse affect the sustainability of tourism and recreation products?”, a phenomenological design and a qualitative approach were adopted, and in-depth interviews were conducted with 25 professional stakeholders from the tourism and recreation sectors. Findings Participants indicated that virtual tourism can broaden marketing opportunities, reduce overtourism and enhance inclusivity, while raising concerns about energy consumption and authenticity. Many viewed the metaverse as a tool that complements rather than replaces physical travel. Economic impacts included job creation in new digital roles, though potential displacement in traditional sectors was noted. Research limitations/implications This study focuses on tourism stakeholders operating in Türkiye. Therefore, the regional and cultural context of Türkiye may limit the generalizability of the findings to other countries or regions. Future research could benefit from cross-country comparative studies to explore whether similar patterns and perspectives emerge in different geographical and socio-cultural settings. Practical implications Policymakers and industry actors can harness virtual platforms to alleviate crowding, reduce carbon footprints and design accessible tourism products. Social implications Metaverse-based tourism may boost cultural preservation and inclusivity but risks diluting the benefits of direct face-to-face engagement. Originality/value As one of the first studies to investigate the metaverse's viability for fostering sustainable tourism, this research provides empirical insight into stakeholder attitudes and underscores the need for balanced policy and technology strategies.