With the support of

VIRTUAL TOURISM
IN PROTECTED AND
CONSERVED AREAS
OPPORTUNITIES, CHALLENGES AND RECOMMENDATIONS

© Freepik
Executive Summary

Virtual tourism grew rapidly during the COVID-19

lockdown restrictions as an alternative to in-person
travel and has been on the rise ever since as an
innovative marketing and engagement strategy in
the tourism sector. Following this trend, many
protected and conserved areas (PCAs) have
developed a variety of virtual solutions to promote
their destinations and educate about conservation
needs. It is foreseen that virtual tourism will
continue to increase after the pandemic as a niche
tourism segment. For PCAs this can be an
opportunity to inspire conservation action and
support, generate and diversify revenue, potentially
reduce travel-associated carbon footprint and
disturbance to species and habitats, inspire future
in-person travel to the area, reach larger audiences
and enable visitor experiences for segments of
population unable to travel to the sites. At the same
time, it is important to consider that this type of
tourism comes with some challenges such as
medium to high costs and limited access to Internet,
and if not planned properly, it can lead to negative
impacts both for the PCA and the local
communities. More testing and research is needed
to establish what best practice looks like, but based
on available knowledge, building the local capacities
and carefully considering the technical feasibility
and any potential impacts on conservation are
emerging as key factors for creating effective virtual VR Tours
© Eco Egypt
tourism products in PCAs.

Acknowledgements
This document was written by Biljana Aljinović (IUCN consultant), with contributions from Ulrika
Åberg (IUCN), Carla Danelutti (IUCN) and Anna Spenceley (IUCN WCPA Tourism and Protected
Areas Specialist Group (TAPAS)).

This document was developed in the framework of the Sustainable Tourism and Protected Areas
in a Post-COVID World project implemented by IUCN in partnership with Planeterra Foundation
with support of the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH on
behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ).

VIRTUAL TOURISM IN PROTECTED AND CONSERVED AREAS

What Is Virtual Tourism?

Virtual tourism, also known as digital or online tourism, is the use of technology to allow people
to experience a place or an event remotely. It combines the notion of virtual reality and travel by
offering an immersive experience of an activity, location or destination through the use of
technology¹. In recent years, the tourism sector has adopted this approach for the advertising of
products and services with the aim of increasing its competitiveness in the market².

The offer and the use of such experiences peaked during the COVID-19 lockdown restrictions in
2020 as an alternative to in person travel³ and has been on the rise ever since⁴, stimulated by
technological innovation and the re-conceptualization of leisure-seeking behaviour⁵. Nature-
based virtual tours represent an important segment of this trend, as they seek to provide a way
for people to experience natural attractions such as PCAs from their homes, increasing their
knowledge of the destination while inspiring future travel plans⁶. As a result, we have witnessed
many PCAs across the globe engaging in developing virtual solutions both during the pandemic
lockdown and afterwards⁴ ⁶.

Virtual tourism uses technology such as augmented and virtual reality (VR) and other mixed
systems based on digital technologies and human interaction⁷. Virtual experiences can include
the use of simple 360-degree images or more complex and elaborated content, such as live
broadcasted tours of the destination organized by local actors onsite³ and immersive sensory
experiences through gamificationᵃ ⁸. Numerous applications and online platforms are available to
experience virtual travel, ranging from simple solutions such as Zoom and Google Earth⁵ to more
complex applications that use VR viewers, such as Oculus⁷. The tours can be provided either for
free or for a fee. Payment options can include subscription services, one-off payments for virtual
classes or live experiences, payment for exclusive use of a video or photograph, and donations⁴.

Steps to design a virtual tour in a PCA consist in selecting the appropriate technology to use (VR,
augmented reality, mixed methods, other innovative methods), defining the content to be
promoted, designing and developing the digital tool, and finally promoting the tool online⁷. In this
process it is important to ensure that the content and the approach are aligned with the
conservation objectives of the PCA, much like with any other PCA tourism product. Virtual tour
participants expect to experience the local culture and way of life, nature and wildlife, a feeling of
actually being in the destination (sense of connection), social interaction, and active
participation⁹. Factors influencing these experiences include information, quality, technology
acceptance, and affective involvement – all these have significant effects on people’s attitudes
and behavioural intentions¹⁰. This is very relevant for the PCA context, where environmental
education, influencing behaviour and inspiring conservation action often represent important
elements of storytelling.

ᵃ The process of adding games or game-like elements to something so as to encourage participation (Merriam-Webster).

VIRTUAL TOURISM IN PROTECTED AND CONSERVED AREAS

Boosted by the conditions created during the pandemic, virtual tourism has flourished and is here
to stay. Some studies show there is still much interest and potential in developing and
implementing virtual tours even after the pandemic is over¹¹ ¹² ¹³. However, the market is
expected to be smaller than it was during the pandemic¹¹, especially for nature-based tourism, as
on-site experience is still a much more preferred option¹³. A recent analysis suggests that, in
general, virtual travel will never be a substitute for conventional tourism but should rather be
considered a future tourism niche¹⁴.

Virtual tourism in PCAs (and in general) is still a relatively new concept and more systematic
research is needed to investigate this experience from the perspective of different tourism actors
(managers, planners, local providers and tourists)¹⁵. With this in mind, this publication relies on
currently available knowledge and offers a brief insight on some of the long-term opportunities
associated to this type of tourism, along with some of the challenges that have been identified so
far. It also highlights several good practice examples that have been designed to provide benefits
for PCAs and the surrounding communities.

VR in a travel agency
© Tonodiaz (Freepik)

VIRTUAL TOURISM IN PROTECTED AND CONSERVED AREAS

Opportunities Associated with
Virtual Tourism in PCAs
People who participated in virtual tours during the COVID-19 pandemic highlighted the positive
impact it had on them in terms of mental health, as an opportunity to stay entertained and
socialise¹¹. In the long run, virtual tourism (in general and/or in PCAs specifically) can present
other benefits and associated opportunities:

Inspiring conservation action and support

Research has shown that virtual tourism has a significant potential to inspire visitors to pursue
conservation actions. A recent study applied to the Great Barrier Reef World Heritage Site
reveals that a nature-based tourism experience delivered via 360-degree VR technology can
potentially be as effective as a real-life experience in influencing conservation behaviours¹⁶. It
means that individuals do not need to be exposed to (and potentially impact upon) natural
environments to adopt actions known to protect such environments. Participants also claimed
they felt a connection to the site that was ‘realistic and pervasive’ during their virtual snorkel
experience¹⁶. Another study, based on the use of simulated VR, obtained similar results,
showcasing that digitally rendered spaces in virtual environments can effectively strengthen the
feeling of connection with nature, and consequent intentions to support its protection¹⁷.

Generating and diversifying revenue for the PCA and the

surrounding communities

A virtual experience can also potentially generate revenue for destinations and reduce the
impacts of seasonality¹. For many PCAs that rely heavily on international tourism in terms of
revenue and financial stability, virtual tourism during the COVID-19 pandemic represented an
opportunity to partially compensate for losses and ensure support for conservation actions and
livelihoods⁴, but these benefits can go beyond this exceptional situation. Virtual experiences
could be a valuable alternative revenue source also in the long run, either directly through pay-to-
view access or indirectly through stimulating philanthropic donations¹⁸. Although most virtual
tours in PCAs seem to be accessible free of charge, more elaborated experiences that involve
active participation of local guides, tour operators and/or more advanced technology can be
offered at a fee. Data on income (and distribution of income) generated by these activities are
scarce for the moment, but some examples show benefits that do touch upon conservation needs
and livelihoods. In Africa, virtual safaris were found to contribute to conservation resilience by
helping to alleviate the impacts of funding deficits, and assisted with business recovery in the
short term¹⁸. The andBeyond travel company reported a 150,000 USD income from virtual tours
during the 2020-2021 season, which were used to provide support for research activities in the
private reserve where activities took place, as well as income for guides and an NGO that
supports rural communities surrounding PCAs where the company operates⁴.

VIRTUAL TOURISM IN PROTECTED AND CONSERVED AREAS

Potentially reducing carbon footprint and disturbance to
species and habitats

Some studies suggest that virtual tourism can be considered as an element of sustainable
tourism in terms of reducing unnecessary greenhouse gas emissions from transportation¹³ and
minimising disturbance to species and habitats by omitting physical tourism infrastructure¹⁵ and
limiting negative impacts from visitors. However, this is only valid for users that choose to visit a
site virtually instead of travelling there in person, as it happened during the pandemic lockdown.
In normal conditions, virtual tourists can represent additional ‘visitors’ on top of the actual visitors
on site, which could even result in an increase of the overall greenhouse gas emissions
associated to PCA visitationᵇ. More research is needed to confirm the correlations and impacts of
virtual tourism in terms of climate change and conservation objectives of in-situ environmental
protection.

Inspiring future in-person travel

Virtual tours allow potential customers to get acquainted remotely with a destination and
preview some of the attractions in the area, which can be useful to inspire future travel³ ¹⁹ and
serve as a tool for trip planning. Virtual tourism has been observed to have a strong influence on
people's on-site destination choices and can be used as an effective marketing tool to promote
destinations¹³. When considering this strategy to promote a PCA, it is important to evaluate
beforehand whether increasing the number of visitors is appropriate, sustainable and in-line with
the site’s conservation objectives. Areas that are subject to mass tourism and overcrowding
might need to design the narrative around their virtual products carefully and send a clear
message about the impacts of human presence in the area.

Reaching larger audiences and enabling visitor experiences

for segments of population unable to travel to PCAs

Virtual tourism manages to break the spatial, temporal, monetary and other barriers related to the
conditions of a destination and enables the experience of travelling to those who cannot do it in
person¹, thus reaching larger audiences. In the case of PCAs, experiences like virtual tours can
bring those who have limited access to nature, closer to nature²⁰. They can provide 'virtual
accessibility' especially for the elderly and disabled with limited mobility¹³, and to children who
cannot travel independently⁴.

Virtual travel can also represent an opportunity to visit a particularly remote or inaccessible PCA
or easily experience activities that would require specific physical condition or certification to do
so in person. For example, virtual marine experiences, such as the ones offered in the Hawaiian
Islands Humpback Whale National Marine Sanctuaryᶜ, provide a unique opportunity to expose a
wider audience to what lies beneath the ocean’s surface and the need to protect it.

ᵇ i.e., greenhouse gas emissions from online activity associated with virtual tourism.
ᶜ https://sanctuaries.noaa.gov/vr/hawaii-humpback-whale/hawaiian-adventure/

VIRTUAL TOURISM IN PROTECTED AND CONSERVED AREAS

Challenges Associated with
Virtual Tourism in PCAs
Setting up and running a virtual tourism product is a complex process that relies heavily on
technology and specific expertise. In the case of PCAs, it also requires an efficient coordination
among tourism, conservation and IT sectors, as well as good cooperation with local communities,
where applicable. Although more effort is necessary to clearly identify the challenges associated
to virtual tourism (and their potential solutions) in PCAs, this preliminary overview highlights
some of them:

Limited connectivity/internet access

Limited internet access and problems with connectivity are the most common constraint
for remote PCA destinations and operators to develop virtual tourism activities⁴. One way
around it is to develop offline content (e.g., a pre-recorded guided tour of the PCA) that
can then be shared on the main website or video sharing platforms such as Vimeo or
YouTube. While this can provide a glimpse of the area’s natural values, it offers limited
possibilities for interaction and engaging the users in a more compelling way. Surveys
among virtual tourism providers have confirmed that, while virtual tours offering
interactivity were the most beneficial in terms of engagement, they were also the most
difficult to execute (e.g., getting a live broadcast on a moving vehicle from the middle of
an African remote PCA)¹⁸.

Potential negative impacts on livelihoods

It is clear that, while virtual tourism helped to partially alleviate the lack of funding
associated with COVID-19, it does not benefit all stakeholders in the same way
conventional tourism can and it cannot provide the same support for local livelihoods that
rely on income from in-person tourists¹⁸. Additionally, there are concerns that local
livelihoods may be even negatively impacted in the process of creating virtual tourism
offers in PCAs⁴. For instance, due to limited internet access and/or lack of technological
literacy, it may be challenging for local guides and PCA staff to participate in and benefit
from virtual tours, with the risk that such experiences could make their jobs redundant by
sourcing external experts. Appropriate training programmes and investments in
innovation and technology at local level are needed to address this issue⁴.

VIRTUAL TOURISM IN PROTECTED AND CONSERVED AREAS

Medium to high costs

Creating and maintaining virtual tours can be expensive and time-consuming, as they
require the use of often advanced digital technologies and highly specialised human
resources. Although precise information on cost estimates is limited and depends much
on the type of virtual experience to be developed, the budget that is required is
estimated as ‘medium to high’⁷. A study on the development of ecotourism in Russian
protected areas estimated that setting up a virtual ecological tour using 5D technology
would require 4 people (2 videographers, 1 photographer and 1 programmer) and an
initial cost equivalent to around 11-12,000 EUR²¹.

Other challenges have been identified in

reference to virtual tourism in general, such as
limited social interaction, lack of familiarity and
technical knowledge required for the use of more
advanced forms of virtual tourism products,
potential overconsumption and/or addiction,
complexities in creating realistic and immersive
experiences that stand out, and providing enough
information and context for the user¹ ¹³ ²². From a
policy perspective, there are concerns about the
ethical use of consumer data and curating safe
tourist e-community interactions²³.

Due to these challenges, there is still a lot of

untapped potential in virtual tourism in PCAs,
especially in terms of technology used. While
many PCAs offer pre-recorded or 3D Google
Earth-based virtual tours with some interactive
elements, or live-streamed webcams (e.g., US
National Parks, Andalusia Region protected
areas, Colombia's National Park), very few are
currently engaging in advanced immersive
content or live broadcasted tours with a guide
and Q&A sessions. These are almost exclusively
available through different virtual tourism
platforms (e.g., HeyGo, Beeyonder, Wowzitude)
and advertised by individual tour guides or
360º Tour © MclittleStock operators, rather than the PCAs themselves.

VIRTUAL TOURISM IN PROTECTED AND CONSERVED AREAS

Good Practice Examples
At the moment, there is very little insight into the impacts of virtual tours in PCAs in terms of
level of engagement, benefits for local communities and compliance with conservation objectives.
More studies and surveys are therefore needed to be able to identify practices that have
demonstrated to bring good results (i.e., positive impact) for PCAs and their local communities.
The following good practice examples were chosen based on the approach in the planning and
design of the virtual product, that suggest an enhanced engagement of communities and/or the
PCA entities themselves.

VR Tours © Eco Egypt

VIRTUAL TOURISM AND EDUCATION IN EGYPT'S PROTECTED

AREAS: reaching out to local communities

Wadi Degla Virtual Museumᵈ is a community-owned project supported by the Nature

Conservation Egypt NGO and focused on promoting and protecting the Wadi Degla Protectorate
PA since 2018. It is an interactive ’museum’ that uses virtual reality technology (360-degree
videos, use of 3D goggles) to travel across the country. The viewing sessions and communication
with the public are led and implemented by community volunteers, which include community
members of all ages and social statuses. While the primary purpose of this initiative is awareness
raising and knowledge dissemination, it also strives to offer an alternative solution for those who
are unable to visit Wadi Degla, as well as to inspire future travel. A survey carried out among the
participants revealed that 83% of viewers plan to visit the PA in the future. The Virtual Museum
runs its activities for free, or charges a fee with compensation based on a sliding scale depending
on the recipient’s ability to pay. A small amount of the fee is used for equipment maintenance,
while the majority goes towards sponsoring free events at institutions that cannot pay.

ᵈ https://natureegypt.org/wadi-degla-virtual-museum

VIRTUAL TOURISM IN PROTECTED AND CONSERVED AREAS

Other protected areas in Egypt are starting to engage in virtual tours too. Led by the Ministry of
Environment, a nationwide PA tourism campaign called Eco Egypt was launched in 2022. It
includes a virtual reality component that aims to “take travellers on journeys of discovery through
some of Egypt’s most remarkable and diverse protected areas”ᵉ. Twelve VR tours that cover
seven different areas, including Wadi El Gemal, Wadi El Rayan, St. Katherine, the Sannur Cave,
Taba, the White Desert, and El Wahat El Bahariya, are available free of charge on a dedicated
websiteᵉ. The campaign seeks to echo “the voices, experiences, and customs of local
tribespeople, from Nubians to Bedouins, and thus support for local livelihoods by giving a
platform for the promotion of unique practices, traditions, and crafts of local communities”ᵉ.

ABORIGINAL STORYTELLING VIRTUAL TOURS IN

AUSTRALIA'S NSW NATIONAL PARKS: engaging and
building capacity of indigenous peoples

New South Wales National Parks and Wildlife Service developed a series of interactive, 360-
degree video toursᶠ narrated by Aboriginal rangers in national parks across the region, with the
aim of connecting the viewers to the rich Aboriginal culture and traditions and their role in the
conservation of these areas. The tours were initially developed in 2017 with an educational
purpose as part of the award-winning WilderQuest Learning program, and are now available
online for the wider public as a promotional tool. An Aboriginal digital agency provided the
rangers with specialist training in advanced 360-degree video and drone technology for virtual
reality production.
ᵉ https://ecoegypt.org/

ᶠ https://www.nationalparks.nsw.gov.au/conservation-and-heritage/aboriginal-culture/aboriginal-storytelling-virtual-tours

Aboriginal Storytelling Kosciuszko National Park

© NSW National Parks and Wildlife Service

VIRTUAL TOURISM IN PROTECTED AND CONSERVED AREAS

Recommendations

Based on the insightful albeit limited knowledge presented in the previous sections, as a
concluding remark we highlight 5 key recommendations for PCA managers aimed to support
their decisions when planning virtual tourism activities in PCAs:

Ensure local engagement and benefit-sharing: involving PCA staff and local
communities in the design and roll-out of virtual tourism contributes to support

1 livelihoods, stimulates their sense of ownership, and offers local insight for
curious virtual travellers. For that, building local capacities through targeted
trainings is key (particularly for people that are not IT-savvy), as is using local
knowledge to provide virtual tourism content and experiences.

Consider technical feasibility: internet connectivity and other technical

2
characteristics required for virtual tourism must be carefully analysed and
planned. Factors such as remoteness can impact internet access options and
influence the final format of the tour (e.g. live-broadcasted vs. pre-recorded).

Incorporate educational elements to inspire conservation action: much as any

3 other tourism product in a PCA, virtual tours can be a valuable tool in

promoting and encouraging conservation actions. For that, the storytelling
should follow an educational narrative and call for action.

Consider impacts on conservation values: any potential disturbance on

species, habitats and ecosystems during a virtual tour (e.g. recording in
4 sensitive areas, potential increase of on-site visits as a result of the tour, etc.)
should be taken into account and addressed as a limiting factor when
designing virtual tours.

Ensure smooth collaboration between tourism, conservation and IT: PCA

staff, relevant stakeholders and external experts from all three sectors should
5 work together in planning and implementing virtual tours. This will ensure that
your final virtual product complies with the above-mentioned points and is
more likely to offer a unique experience that stands out from the rest.

VIRTUAL TOURISM IN PROTECTED AND CONSERVED AREAS

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