Abstract
This study uses cross-sectional and quantitative research methods to explore the potential of the metaverse as a new frontier for sustainable tourism. Data from 260 respondents were collected using an online questionnaire and analysed using inferential statistics. The results suggest that the metaverse can contribute to sustainable tourism by improving accessibility and reducing the need for physical travel through immersive virtual experiences. Additionally, it provides opportunities to educate travellers about eco-friendly practices and conservation projects that improve the long-term viability of the tourism industry. However, the study acknowledges concerns about digital infrastructure and energy consumption related to the metaverse. To address these issues and ensure a more equitable and sustainable tourism sector, is it recommended that tourism stakeholders prioritise sustainability in their metaverse initiatives. This approach aims to harness the potential benefits of virtual tourism while mitigating its potential negative impacts, ultimately contributing to a more sustainable and accessible tourism industry. The study offers a fresh perspective to academics, managers and policymakers.