Since 2020, the tourism industry worldwide has been devastated as a result of the COVID-19 pandemic. Governments across the globe imposed strict national lockdowns in order to curb the spread of the pandemic, with negative effects on tourism. This forced many tourism companies and organizations to turn to virtual reality (VR) to survive. As a consequence, numerous tourism scholars began to question whether VR would replace conventional tourism after COVID-19. The study aims is to address this concern and to determine if VR will be a substitute for conventional tourism or whether it can be considered as a tourism niche. It is a conceptional study which adopts a comparative analysis of conventional tourism models and VR. It uses two popular conventional tourism models, namely N. Leiper’s (1979) tourism system model and R.W. Butler’s (1980) destination life-cycle model. Based on this analysis, this paper suggests that VR will never be a substitute for conventional tourism, but should rather be considered a future tourism niche.

At the end of 2019, a new crisis emerged in the world - COVID-19 - which literally devastated the tourism industry worldwide. In order to try to minimise the spread of COVID-19, the government implemented a strict national lockdown, but this unfortunately had a negative impact on many sectors within the tourism industry. In the light of this, many scholars argued that technology such as virtual reality (VR), would contribute to the recovery of tourism. This article considers this phenomenon by filling a gap in the literature regarding the role of VR in the tourism industry in the global South by focusing on South Africa. The key question that arises, namely can VR save tourism in South Africa in the wake of COVID-19? To address this question, the study uses three methodological approaches: case studies, a conceptual research method and open-ended interviews. The results from the study showed that VR offers tourism numerous benefits, but at the same time poses a threat to the industry. Despite this, the study concludes that VR cannot save the tourism industry in South Africa currently as it faces certain critical obstacles in this context.

The COVID-19 pandemic brought global tourism to a near standstill, rapidly shifting many destinations from overtourism to a temporary state of non-tourism due to lockdowns and border closures. As travel resumed between 2021 and 2022, ‘revenge tourism’ emerged, characterised by a surge in travel as people sought to compensate for lost experiences. This resurgence has reignited overtourism, a phenomenon marked by excessive tourist numbers and negative impacts on host communities, including environmental degradation, infrastructure strain and socio-cultural disruption. While overtourism has been extensively studied in the global North, its manifestations in the global South, particularly in South Africa, remain underexplored. This study addresses the existing gap by exploring the potential of digital technologies, namely, artificial intelligence (AI), virtual reality (VR) and social media platforms, as instruments for managing visitor flows and alleviating overtourism in selected hotspots throughout South Africa. Using a qualitative, literature-based design, this study evaluates the contextual relevance and multi-dimensional scalability of these technologies. The findings aim to advance discussions on overtourism and propose innovative, technology-driven strategies, as well as research opportunities tailored to the unique challenges of the global South.