Understanding the Demands of Immersive Technologies

The easiest way to get started with immersive technologies is through 360-degree imaging. You need a 360 camera and basic knowledge of how to use it. Taking and editing images can be done relatively easily, and many cameras offer user-friendly apps and software.

Adopting AR technology requires a little more technological know-how. Content providers need to understand how AR applications work and how they can be integrated into the company’s objectives. While basic solutions may be simple, more complex AR applications may require programming skills and deeper technical knowledge.

The introduction of VR technology is the most demanding and expensive. Creating VR environments requires the use of 3D modelling software and mastery of game engines. Content development requires a deep understanding of the technical requirements and user experience of virtual reality. It is not common to find a partner with both of these skills at a low cost. One of the challenges of VR devices is also that people do not usually have access to them, so the implementation is still designed from the ground up to be used at the tourist entrepreneur’s destination.

Costs for hardware, software, production and licences

The above-mentioned productions require a wide range of equipment. Quest 3 virtual headsets are available for around €500, and there are other options in the same price range. Good AR headsets, such as Microsoft’s HoloLens, cost over €3000, and 360-degree cameras for production use cost around €300-500. However, in Finland at least, these devices can often be tested with the help of local universities.

In more complex and creative implementations, the most significant part of the price tag comes from software and content production costs. Commercial AR application publishing platforms can easily cost several hundred euros per month which often leads to unrealistic expectations of commercial return for SMEs. Thinglink’s AR-enabled licence costs around €2200 per year (as of April 2025), allowing AR applications to be created and published, but currently only for iOS devices, such as iPads and iPhones.

The Unity and Unreal game engines are free for small projects, but larger projects may incur licence fees. If professional help is needed for programming or 3D modelling, hourly rates typically range from €50 to €150. External help for 360 imaging and editing can cost up to twice that amount.

Usable 3D models can also be obtained from online services, and many of these files are surprisingly affordable—even free—despite being licensed for commercial use.

Connectivity matters

Tourism businesses are often located outside of major urban areas, so it is also important to consider network connectivity. The need for network connectivity depends largely on how AR, VR and 360 content is used. If the user is expected to use their own phone, it is worth noting that different mobile operators have varying coverage, and services should be designed to work even with relatively weak connections - or locally on devices without any network connection. For foreign visitors, access to a wireless network may be essential, but it is not always easy to provide, particularly in nature-based destinations.

VR and AR implementations that include video or moving images are likely to require a stable and continuous internet connection. However, more static content may work well once it has been downloaded to the device, even without an active connection If the device is provided by the tourism company, content can be preloaded in advance, which helps minimise potential issues with connectivity.