This study investigated the potential virtual reality opportunities in the tourism industry for outbound UK tourists and suggested a business model for the use of virtual reality in this sector of a 3rd party provider to implement and supply the technology to multiple travel agencies, gaining economies of scale and cost reduction. The research analysed the tourism industry, beginning with megatrends, and narrowing to the UK market, and then to the customer, and their motivations for travel

The research successfully showed that the tourism market is experiencing a growth that could be sustained by the implementation of innovative technologies, and virtual reality in particular could attract new customers of different profiles. Virtual reality could encourage customers to purchase from travel agencies instead of relying on multi-sided platforms. Moreover, the business model was viable and realistic in their approach and successful within the limit of the hypothesis of this report.

The research was performed using both qualitative and quantitative data to address the research questions and objectives, including data from both primary and secondary sources. The questionnaire aimed to understand customer expectations and acceptance of the technology. Although specific customer profiles to target were not found, the results gained vital information that formed the basis of the business models and conclusion.

This study showed the adavantages of the introduction of virtual reality as a marketing tool to provide extra revenue by presenting the products, such as hotels or guided tours, to customers to arouse their purchasing interests. In addition, virtual reality could also be used to overcome political instabilities of some countries by showing the wonders of countries without risks of travelling over there, which is potentially a new market.  The conclusion of the study was that the use of Virtual Reality will definitely change this industry and the study recommended to increase the development of this technologies. The business models wa created taking into account the results of the study with clear recommendation on how to attract customers, realise profits and successfully achieve a sustainable growth.