Time Travel From the Couch: How Virtual Reality Is Rewriting Cultural Tourism

Tatarskoye Gorodishche Awaits New Archaeologists

In Russia’s Stavropol region, researchers are building 3D models of tombs from one of the North Caucasus’ largest archaeological sites. Once reconstructed in virtual space, these objects will be made accessible to anyone with an internet connection.

Tatarskoye Gorodishche is a multilayer archaeological complex spanning four historical periods – Koban, Scythian, Sarmatian, and Khazar. Its exceptional state of preservation, including fortifications, ritual structures, roads, and burial grounds, makes it possible to reconstruct daily life from the 7th to the 10th centuries CE in remarkable detail. Researchers note that some structures are still buried underground and await further study.

Physical access to the site, located within a protected museum reserve, is limited. Tours are conducted only for small groups. Yet the importance of Tatarskoye Gorodishche extends far beyond the region and even beyond Russia. The site attracts interest from archaeologists worldwide, which is why the creation of high-fidelity 3D models of its ancient tombs carries international significance.

Is There a Line Between the Real and the Virtual?

The virtual tourism market continues to grow. Advances in modeling and rendering allow developers to recreate lost monuments with increasing realism, while VR experiences now rival the emotional impact of physical travel. As a result, the boundary between the physical and digital worlds is becoming increasingly blurred. Even so, experts agree that virtual tours will not fully replace real journeys.

Researchers have studied how virtual technologies affect the perception of travel. In one experiment, tourists used a VR service to see a city’s historical appearance before a guided tour. The combination of physical presence and digital reconstruction created a ‘time transfer’ effect – it sparked imagination and curiosity even among those with no personal connection to the place. Similar conclusions were reached by researchers at Sichuan University of Arts and Science: even without physical movement, VR increases the desire to visit a location in real life

Marina Egorova

Director of Marketing and Monetization, Ozon Travel

Instead, virtual exploration is most effective when sites are difficult to access, closed to visitors, or no longer exist. In other cases, specialists argue, a digital visit works best as a form of “warm-up” – a way to spark interest before an in-person trip.

Touring Lesser-Known Heritage Sites

According to expert forecasts, by 2040 technology will be capable of creating a near-complete sense of presence in reconstructed environments. Virtual travel will shift from experimental projects to a mass-market offering. Companies worldwide are working toward this future, including teams in Russia. Greece already offers an example with the service “Olympia: Back to the Past,” which uses a smartphone camera to overlay digital reconstructions onto the remains of ancient structures, allowing visitors to see how the city once looked.

In Russia, similar reconstructions exist not only for major landmarks in large cities but also for lesser-known sites in small towns. One example is the Seregovsky saltworks in the Komi Republic, which can be visited online. The surviving structures – a warehouse and the Nikolskaya brine-lifting tower – are digitally restored to their historical appearance. Archival photographs underpin the visuals, while sound design helps convey the atmosphere of the site.

Backed by the State

Tourism projects built on AI and advanced digital technologies play a crucial role in preserving and promoting Russia’s cultural heritage. They matter to the global research community by opening access to sites of international historical value. Online availability broadens audiences and supports interdisciplinary research. These projects are also increasingly embedded in educational programs and help drive tourism development.

In Russia, the government actively supports virtual tours and digital reconstructions of cultural heritage sites, including through grant funding. Demand is rising for IT specialists capable of delivering more immersive virtual travel experiences and interactive formats that combine educational value with memorable, emotionally engaging encounters.