Fusion: Practice and Applications FPA 2692-4048 2770-0070 10.54216/FPA https://www.americaspg.com/journals/show/3303 2018 2018 Tashkent State University of Economics, Uzbekistan Muhammad Muhammad DSC, Professor, International Islamic Academy of Uzbekistan, Head of “Islamic Economics and Finance, Pilgrimage Tourism” Department Olim Astanakulov DSC, Professor, Institute for Retraining and Advanced Training of Physical Culture and Sports Specialists, Uzbekistan Oybek Khayitov Associate Professor, International Islamic Academy of Uzbekistan, Head of “Modern of Information and communications technology” Department Kurbon Rakhmanov Tashkent State University of Economics, Uzbekistan Sanjar Mirzaliev Recently, it has been observed that the tourism industry is undergoing a fundamental change due to the rapid development of virtual tour technologies, especially artificial intelligence. This paper therefore aims to provide an overview of this new development from the early 2000s to the current environment in global tourism. We present, in a historical context, the main developments and applications of virtual tours and AI through a systematic review of literature, industry reports and empirical data from different sectors of the tourism industry. Our findings suggest that the adoption of the technologies under review, enhanced by data fusion, has significantly reshaped the way tourism experiences are conceptualized, delivered, and consumed. Data fusion combines information from multiple sources, enabling richer insights and a more comprehensive understanding of traveller behaviours and preferences. While virtual tours have emerged as a powerful tool for destination marketing, cultural preservation, and accessibility, AI, combined with data fusion, has also transformed the landscape by enabling more personalized travel planning, responsive customer service, and data-driven decision-making. This integration allows tourism providers to create seamless and engaging experiences tailored to individual needs, making tourism more accessible and efficient. In each case, these innovations have raised important questions about authenticity, sustainability, and the future of traditional tourism business models. We will present a critical comparison of virtual and physical tourism experiences in different regions and market segments, providing insights into the interplay of technological innovation, economic imperatives, and socio-cultural dynamics in the digital age. We conclude by reflecting on the implications for post-pandemic recovery, responsible tourism and global cultural exchange through virtual tours and AI. The findings of the study add to the growing body of knowledge on the digitalization of tourism and provide useful insights for practitioners, policy makers and researchers interested in the rapidly changing landscape of this industry. 2025 2025 315 328 10.54216/FPA.170223 https://www.americaspg.com/articleinfo/3/show/3303