Abstract
The paper focuses on analysing the potential benefits and challenges of the Metaverse, particularly in the field of research in the tourism and food and wine sectors. The Metaverse is part of the new generation of the internet known as web 3.0, which also includes AI, blockchain and other digital innovations. The food marketing and tourism sectors are the main fields where companies are experimenting with solutions to offer people a fully functioning immersive Metaverse experience. This paper aims to highlight the potential impact of the Metaverse on tourism sectors as well as on research activities. Open challenges concern the social acceptance, affordability, and environmental sustainability of these technologies. Research is needed on the Metaverse’s ability to reduce bias and accurately simulate real experiences, as well as on tourists’ perceptions, attitudes, and willingness to pay for mediated experiences. Another important issue is the management of sensitive data that will travel through the Metaverse. Looking forward, the Metaverse has the potential to become a valuable tool for advancing tourism research through virtual collaboration and interdisciplinary research projects.