Cerato, IvanaBozzelli, GuidoNino, Maurizio DeRicciardi, StefanoCampana, StefanoFerdani, DanieleGraf, HolgerGuidi, GabrieleHegarty, ZackaryPescarin, SofiaRemondino, Fabio2025-09-052025-09-052025978-3-03868-277-6https://doi.org/10.2312/dh.20253328https://diglib.eg.org/handle/10.2312/dh20253328This paper explores the ongoing transformation of cultural tourism in the context of digitalization, with a focus on the emergence of Tourism 4.0 and the evolution of audience engagement strategies. Through an analysis of technological trends-such as Virtual and Augmented Reality, immersive storytelling, and smart destination paradigms-the study investigates how digital tools are reshaping heritage interpretation, visitor experiences, and organizational models. Particular attention is given to the ArkaeVision platform, a case study that exemplifies how VR and AR can foster personalization, accessibility, and gamified learning within archaeological contexts. The paper argues that digital innovation is not only enhancing the experiential dimension of tourism, but also prompting critical reflections on sustainability, inclusivity, and the future of cultural value creation. The findings highlight the need for interdisciplinary research to fully leverage the potential of digital technologies while preserving the human element at the core of cultural engagement.Attribution 4.0 International LicenseCCS Concepts: Applied computing → Education; Media arts; Social and professional topics → SustainabilityApplied computing → EducationMedia artsSocial and professional topics → Sustainability10.2312/dh.202533283 pages