The metaverse, a persistent, immersive, and interoperable network of 3D virtual spaces in which users interact via avatars and digital objects, has moved swiftly from science fiction to applied reality, reshaping sectors as diverse as gaming, education, healthcare, marketing, and, increasingly, tourism [1]. Within this emerging environment, travelers can engage with highly realistic, emotionally resonant simulations of destinations and cultural attractions without physical displacement [2,3]. Powered by converging technologies such as virtual reality (VR), augmented reality (AR), artificial intelligence (AI), blockchain, and advanced graphics engines, metaverse tourism creates dynamic, multi-sensory pathways for exploration, entertainment, learning, and even AI-driven marketing personalization [4]. Metaverse tourism should be understood as a digital extension of travel that is not equivalent to gaming or simple 2D virtual tours; it requires immersion, interactivity, and cultural or experiential framing [5,6].

The COVID-19 pandemic accelerated interest in such contact-free digital experiences by disrupting global mobility and exposing the fragility of traditional tourism models [7]. Immersive previews of destinations, virtual museum walk-throughs, and gamified heritage quests now complement physical travel, granting access to audiences who face financial, health-related, or geopolitical constraints [8]. Scholars such as Go and Kang [9] further contend that metaverse tourism can advance sustainable tourism goals by reducing transport related carbon emissions and alleviating pressure on overtouristed heritage sites.

Yet the rapid diffusion of metaverse platforms brings complex ethical, regulatory, and socio-cultural questions to the fore. Issues of data privacy, algorithmic bias, digital exclusion, and cultural authenticity dominate current scholarly and policy debates [10,11]. As virtual environments grow more hyper-personalized—fueled by AI-driven marketing engines and monetized via non-fungible tokens (NFTs), branded skins, and digital avatars—questions of governance, equitable access, and community benefit become critical. Zaman et al. [12] warn that disparities in connectivity and digital literacy risk widening existing tourism inequalities, excluding entire demographics from next-generation travel experiences.

Consequently, the metaverse should be viewed not as a fleeting technological novelty but as a sociotechnical ecosystem requiring rigorous, multidisciplinary scrutiny. Its capacity to reconfigure destination management, visitor engagement, and tourism marketing is undeniable; so too are the attendant risks of commercial exploitation, cultural misrepresentation, and regulatory gaps.

This entry critically examines how metaverse tourism reshapes the tourism experience through immersive technologies, AI-driven personalization, and innovative governance models. It explores not only the opportunities for cultural access, environmental sustainability, and market innovation, but also the ethical and social dilemmas posed by hyper-personalization, data surveillance, and digital exclusion. Particular emphasis is placed on co-creation and smart tourism ecosystems—highlighting how user-generated content, decentralized governance, and open standards can democratize virtual tourism. The article also evaluates policy and regulatory frameworks necessary to guide responsible innovation, equity, and sustainability within this emerging sociotechnical landscape. This entry, therefore, offers a balanced examination of the opportunities, ethical dilemmas, and implementation challenges posed by the rise of metaverse tourism.