Abstract
The COVID-19 pandemic has catalyzed the digitalization of the global economy, which has resulted in an increase in the number of information technology users around the world. These changes have also affected the international tourism sector. This article is aimed at analyzing the use of immersive technologies (augmented, mixed, and virtual reality) in this industry. The authors explore the incentives and results of the introduction of extended reality technologies, revealing their role in the field of international tourism. For instance, immersive technologies allow the user to familiarize themselves with a tourist destination before purchasing a tourist service, quickly find the desired attraction in an unfamiliar place, or even visit various countries without leaving home. The article highlights the advantages and disadvantages of each of the three extended reality and provides recommendations for their implementation. It is concluded that although immersive technologies are unlikely to completely replace conventional tourism, the effective implementation of extended reality can ensure tourism enterprises' competitiveness for years to come because the following generations (Y, Z, alpha) are becoming more and more dependent on digital environment.
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