Your next customer is a gamer: How SMEs are tapping into the metaverse

A silent revolution is reshaping how Travel & Tourism is being experienced, marketed, and monetised. No longer confined to brochures or Instagram reels, destinations are now coming alive in alternate digital dimensions. For small and medium-sized enterprises (SMEs), the metaverse is a ticket to a new generation of travellers, one that grew up with Minecraft, lives on Twitch, and is willing to explore the world through virtual goggles before stepping on a plane.

As the boundaries between real and virtual blur, SMEs are finding innovative ways to bring experiences alive, from immersive virtual tours and AR-powered scavenger hunts to full-fledged gamified itineraries inside metaverse platforms. This is a fast-growing space where businesses can engage, entertain, and convert younger, digitally native audiences into loyal customers.

From real streets to virtual meetups

Imagine a quaint heritage walking tour in Lisbon replicated down to the cobblestone details in the metaverse. With headsets and mobile-compatible VR content, walking tours can be introduced to virtual reality travellers, many of whom book the real-life experience after sampling it online. It is a game-changing move that will widen the market reach from local foot traffic to global gamers.

Another example can be an interactive, anime-style virtual pop-up at a metaverse travel expo. Instead of traditional pamphlets or booking widgets, users could explore the hotel’s features via an avatar, interact with a digital concierge, and unlock booking discounts through mini games.

These virtual gateways are becoming powerful pre-trip triggers. Gen Z and Alpha travellers, who are a curious, future‑focused, and tech‑savvy group, are choosing experiences that begin long before boarding passes are printed.

Partnering with the right tech allies

SMEs don’t need to hire Silicon Valley engineers to enter the metaverse. A growing number of AR/VR creators, indie developers, and immersive tech platforms are offering white-label solutions and partnership opportunities tailored for small businesses. Platforms like Roblox, Decentraland, and Spatial are becoming testbeds for such SME ventures. With low-entry barriers, user-friendly tools, and huge global communities, they offer fertile ground for experimenting with brand exposure and virtual engagement.

The success of these experiments lies in the psychology of immersive engagement. Gamified and metaverse experiences tap into curiosity, exploration, and reward-driven behaviour, all traits common among digital-first consumers. These are not just passive audiences; they are communities that crave interaction, personalisation, and storytelling.  

With 97% of travellers expressing interest in a one-stop integrated super app experience, and technologies such as AI, immersive reality, and digital payments driving adoption, the Travel & Tourism sector is set for exponential growth over the next decade. And for SMEs, this opens a level playing field. You need imagination, a compelling story, and a willingness to test new formats.

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