Sport, Esports & Gaming in Tourism
Esports and gaming are a central part of everyday life for many young people and are increasingly shaping interests, expectations, and travel behavior. A flagship research project (Leuchtturmprojekt) funded by the State of Tyrol and led by the Department of Sport Science at the University of Innsbruck focuses on this development and explores the role esports and gaming can play in the future of tourism.
The project examines how digital technologies such as virtual reality and gaming-based elements can be used to create new experience formats and modern tourism offerings. The goal is to make Tyrol more appealing to younger audiences, establish new tourism formats, and further develop existing services.
A key component of the project is a state-of-the-art high-tech laboratory for behavioral and media research at the University of Innsbruck. Research studies use virtual reality headsets, eye-tracking technology, and high-end gaming equipment. In realistic scenarios—such as a virtual hotel front desk—decision-making processes are analyzed to generate insights for innovative and sustainable tourism solutions.
The findings are translated into practical applications in collaboration with tourism partners. This results in new approaches that meaningfully combine sport, digital experiences, and tourism, offering modern and attractive experiences for the travelers of tomorrow.
Source: Landeszeitung Tirol, Amtliche Mitteilung, Dezember 2025