Narratologies | Shaping the Future of XR Experiences at WTM
This year, Narratologies seized the exciting opportunity to join tourism industry leaders at World Travel Market London (WTM) 2024, where we shared our vision for the future of XR Tours and promoted CAPHE XR initiatives. Through a series of B2B meetings, we introduced innovative, multi-level activity solutions for family vacations, incentive trips, and corporate travel across Greece and Europe. Furthermore, our latest interactive features, including Augmented Reality, elevate our treasure hunts to new levels, engaging travelers seeking unique, immersive experiences. In addition, we showcased the AR hunts in Florence and Lisbon as pilot examples of immersive experiences in urban contexts. We were thrilled to see our offerings closely align with top industry trends, which sparked productive discussions and strategic partnerships that will unfold in 2025.
Bleisure: The Rise of Business-Leisure Travel!
Business travel is on the rise—up 19% in 2024, according to the Tourism Economics Journal. Specialists note that many business trips now integrate leisure, often organized around central events. Our Treasure Hunts & Tours in Greece, Europe & Beyond, where teams compete in engaging, knowledge-driven activities, have become highlights of such events in Greece and beyond, bringing teams together through shared experiences. We were as a result very happy to discuss future collaborations.
Greece in the WTM Spotlight
This year’s premium partner at WTM was Greece, which took center stage with the Minister of Tourism and the Secretary General of the Greek National Tourism Organization (GNTO) inaugurating the exhibition. It was a prime opportunity to showcase the CAPHE results, highlighting the project’s nature, culture, and innovation. We’re thrilled that Narratologies was among the companies that had the chance to be part of the Greek Stand, in this vibrant environment.
The power of ‘play’ as a driving force in all tourism experiences
Having fun through play plays a vital role in creating memorable experiences, as it drives major industries like entertainment and sports, while also inspiring ambitious projects such as Saudi Arabia’s Qiddiya—a city dedicated to fun. There’s no doubt about it: play is fundamental. In this context, our treasure hunt experiences leverage gamification, and we are excited to enhance them further with new technologies. Moreover, WTM’s engaging talks and inspiring environment broadened our vision for the future of playful exploration. Not only did they provide new insights, but they also highlighted areas where gamified experiences can evolve to meet the growing demand.
Looking Ahead
Reflecting on our time at WTM, we found inspiration in the meaningful connections, fresh ideas, and valuable insights we gained. As we move forward into 2025, Narratologies remains more committed than ever to pioneering experiences that seamlessly blend culture, fun, and innovation—offering travelers new and engaging ways to explore and connect with the world around them.
In the coming months, we will continue to develop our CAPHE activities, driving innovation in cultural heritage through immersive experiences. Additionally, we look forward to the next mobilities in the UK and Portugal, where we will collaborate with partners, exchange best practices, and strengthen our network. These initiatives will play a key role in shaping the future of cultural tourism, and we can’t wait to bring them to life.