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Imagine walking towards a dinosaur, its head tracking your every move with a level of realism that outshines any VR (virtual reality) or AR (augmented reality) demo. The lingering question: can immersive mixed reality (XR) experiences like this drive visits and bring genuine value to tourist attractions and destinations?

The show floor for the Travel Tech Asia 2025 show was 15 percent larger than in any of ITB Asia's previous iterations.

Beijing-based augmented reality development firm AStation certainly brought its A-game to ITB Asia 2025 with its highly engaging enterverse technologies.

Today’s entertainment seekers crave interactivity. They need to participate, not observe. The industry needs to catch up. Think about the last time you were truly bored at a museum. Standing in front of a glass case. Reading a card. Moving on. Now ask yourself: would a 22-year-old today feel any differently? Generation Z — people born between 1997 and 2012 — grew up differently than any generation before them. Every one of them own a smartphone. They are the world's first