While the use of VR in destinations and with airlines was definitely most prominent, there were other tourism stakeholders using VR/AR as well. There were several tourism technology providers that presented their VR contents, such as DiginetMedia or the Virtual Travel Lounge (VTL360). Both of these companies presented themselves as producers and distributors of VR content, offering Content Management Systems (CMS) to travel agencies that they can use to immerse their clients. Upon request, a representative at diginetmedia told us that they either produce content upon enquiry from a destination/attraction/hospitality provider themselves, or they accept content made by others. While 360 degree panorama photography was still omnipresent with these content providers, there were also first attempts on videos.
On a different note, we would like to point out that the booth of Mexico was very interesting this year. Not only did Mexico present some stunning images in 360 degrees in combination with Gear VR HMDs, but they also experimented with AR. Interested users were given a tablet computer, which they were then able to point towards a flat real-world model of the Mexican country. On the tablet they could select to obtain more information about individual states. Furthermore, the booth featured a see-through billboard that sported some curious AR features. Equipped with a camera in the back, the booth was displayed normally on the screen with people passing in the background, but in the foregroud there was a chef preparing Mexican food – the chef not being there for real. The stand was designed in cooperation with the agency virtualware.