By Melissa Corless
Innovators have continually evolved technology to entertain us, enhance business opportunities and test the limits of our intelligence. With predecessors such as 3D movies and simulators, the creation of virtual reality (VR) was inevitable. VR has transitioned from a futuristic concept to an essential tool for industries worldwide, including sports tourism. By offering immersive, interactive experiences, VR is revolutionizing how sports destinations are marketed, making it more accessible and engaging, how event planners engage their audiences and how travelers choose their destinations.
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Over 40 years in the making
First invented in the 1960s by Ivan Sutherland, with his launch of the first head-mounted augmented reality display, Sutherland allowed users to experience a virtual world for the first time. While this invention required ceiling supports to host the headset due to its immense weight, it served as the initial development in what would become the evolution of virtual reality experiences and usage.
The 1980s brought the official coinage of “virtual reality” and moved to a state of production through channels such as NASA and scientific communities, all working to utilize and developing the technology further to define how it could best serve people. Ranging from the first Virtual Visual environment displays to use in treating medical disorders, VR made huge gains and advancements, landing heavily in the video gaming communities with the launch of headsets in the early 1990s.
With the foundation laid, VR and its applications have exploded onto the consumer and business stages in the last 40 years, surpassing the gaming channels which led to its initial popularity.
The VR Sports Tourism data speaks for itself
VR headsets in the consumer electronics market have increased nearly 400 percent since 2018, with a projected continued growth to exceed an additional 15 perfect by 2028, according to a Statista study. For context, 2024 user projections reflect over 21 million, while 2028 is expected to be over 28 million. With 88 percent of headset owners stated to use it multiple times each month, these numbers support the idea that VR will continue its growth and immersion across the board.
While advancements continue and new use cases present themselves daily, leaders in technology are advancing the industries they serve. Companies such as VRritas, parent company to brands such as CampusVR, SportsVR and TravelVR, are utilizing the technology within their videography services providing 360-degree, moving, 4K-quality immersive experiences to a variety of industries from sports venues to universities and more.
Through VR immersion, these services provide a solution for individuals and businesses capturing treasured moments such as weddings and concerts to enhance the reach and accessibility of universities, sports, venues and destinations globally.
“One of the most significant differences between traditional 2D media and VR is video view rates, or VVR,” said Manu Goffer, co-founder and CEO of VRritas. “Without understanding any personal habits of viewers, I can say that VR holds visitor attention much longer. In our experience, five-minute video coverage sees 100- to 300-percent VVR stats regularly.”
In further detail, Goffer explains that viewers of all ages engage with the coverage—stopping the video, immersing themselves in the surroundings and extending what would be five-minute experiences into 10- to 15-minute viewing.
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Disrupting the sports tourism industry
With competition as strong as ever in industries like sports tourism, and costs continuing to rise, finding the appropriate venue for an event or guiding tourists and events to a specified location can be a formidable task. Leveraging the immersive value of VR moving technology provides the opportunity to share your event or location in ways not previously possible. Sharing a video link or QR code can now take your intended viewer on a trip to your location or allow a guest to experience your event as though they were present.
VR coverage brings your venue or event with when you travel for industry events versus having to bring guests to you. Technological advancements of electronic companies such as Pico add an element of off-line connectivity with internet-free viewing capabilities, which further complement the mobility, visibility and access of VR coverage.
“This is the easiest way to get someone to physically experience the destination without having to be there at a certain time, like festivals or special sporting events,” said Andrew Marks, sales manager with Visit Lynchburg. “[We] can promote what [we] have to offer year-round with an Oculus, as opposed to the additional time and expenditures that come with hosting a familiarization tour.”
An additional impact the medium is playing that benefits destinations is visibility into areas closed to the public. As noted by VRritas’ TourismVR team, VR also unlocks new ways to showcase locations otherwise closed to the public or requiring a special pass. Whether it’s a sports venue with restricted access or a sensitive environment needing preservation, it is now possible for these areas to be shared with a broader audience without compromising safety or privacy.
As VR continues to evolve, its impact on sports tourism and travel in general will only grow. Innovations like Ray-Ban Meta recording sunglasses and forthcoming VR glasses indicate that immersive virtual experiences will become more accessible and integrated into daily life. The sports tourism industry will benefit as these technologies allow fans and athletes to experience destinations in increasingly realistic ways.
VR in University athletics and student life
Universities and University Athletics work with CampusVR services to provide coverage visible to students, guidance counselors and families globally who can now make educated and comfortable decisions regarding their higher education goals. Universities are experiencing increased enrollment and diversity with VR coverage as entering students no longer forego long-distance universities which they previously would not have funding or the ability to visit.
“We want to be on the cutting edge of destination promotion and also offer our anchor institutions a new, innovative way to promote their campus to prospective students and athletes,” said Marks on implementing VR for Lynchburg’s five colleges and universities in the area. “We are hoping that our anchor institutions will join us to create videos that will increase the student population. On-campus students are a vital part of our growing economy.”
Being able to experience numerous campus sports facilities and their accompanying amenities like parking and concessions in VR will also be beneficial to event planners. VR will allow them to gain an accurate understanding of whether a specific venue will fit their needs, “experiencing sporting facilities from the comfort of their office and, in turn, bring their events in the future,” said Marks on leveraging VR to bring in more sporting events and tournaments.
Lynchburg, Virginia, is among a growing list of destinations, venues and sporting teams locally and nationally to utilize SporstVR and TourismVR to highlight their facilities, attractions and events in VR, bringing the beauty, technology and impressive capabilities and amenities to the stage with virtual and moving immersion.
Embrace the future of VR in Sports
Changes and advancements in technology, like many other facets of life, move fast and before you know it, the landscape has changed. VR immersion is inevitably changing the way consumers, destinations, advertisers and others are operating and making decisions. With the immersion of the engaged experience making its way quickly into daily decision making, now is the time to harness the potential of VR and unlock the benefits it holds for the sports tourism industry. The future of travel is immersive—and VR is leading the way.
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