Developing Virtual Tourism in the Wake of COVID-19: a Critical Function of Tourism Destination Management Organizations

Abstract

The emergence of the coronavirus disease 2019 (COVID-19) has brought unprecedented impacts on the global tourism industry. Starting in 2020, the virus spread from Wuhan, China, where it was first detected, to more than 216 countries around the world (WHO, 2021). To date, there has been more than 240 million confirmed cases and more than 4 million deaths arising from the virus (WHO, 2021). To reduce the spread of the disease, most countries initiated nationwide or community lockdowns, border closures, suspension of flights, or closure of public spaces and restrictions of public gatherings. These restrictions have had negative ramifications for the tourism industry, which stands as an important economic sector in most countries. In pre-pandemic 2019, international global tourist arrivals clocked 1.5 billion and the industry contributed US$3.5 trillion to the total direct gross domestic product (TDGDP) (UNWTO, 2022). However, by 2021, international tourist arrivals had dropped to 415 million and the TDGDP had also dropped to US$1.9 trillion (UNWTO, 2022). Because of the fragility of the tourism industry arising from the pandemic, there is a need for tourism organizations to effectively manage their destinations. Due to the pandemic, the World Tourism Organization (UNWTO) has prompted governments to rethink and restart tourism in a more resilient manner. To achieve this goal, among other activities, from its innovation, investment and digital transformation agenda, the UNWTO advocates for the digitalization of the tourism sector and encourages destinations to harness innovation and digital advances (UNWTO, nd). Among the innovative and digital guidelines that UNWTO suggests for restarting tourism, is the promotion of new technological products and experiences that include the implementation of augmented and virtual reality, to improve visitor experiences before, during and after a visit (UNWTO, 2020). Given this background, this case study narrates the adoption of virtual tourism by a national tourism organization in Botswana, for destination marketing purposes.