The prevalence of augmented reality (AR) has advanced a paradigm shift in various industries, and tourism is no exception. Since its inception, AR technology has transformed many tourism and hospitality businesses to innovate and transform the way they run their operations and the way tourists consume tourism products and services, especially with the new artificial intelligence (AI) capability that has been embedded in the technology. AR technology has been increasingly being accepted and employed in various tourism areas and its marketing-related activities, such as museums, cruises, theme parks, and heritage destinations, to name a few. Given the potential of AR, the players in the tourism industry have then directed their focus on the virtual platform as an innovative way to influence tourists’ attitudes toward a destination and as an effective marketing tool to promote the brand of the destinations. This piece of entry aims to thoroughly investigate the application of AR technology innovations to tourism by analyzing its current and prospective status while proposing agendas for future research. Moreover, this work is expected to provide insights on emerging technologies like AR and AI that are rigorously shaping the global tourism industry. This entry will also contribute by serving as a reference point for policymakers, professionals, and scholars alike.