The role of augmented reality (AR) in tourism and travel is to enrich the experience by blending digital content with the physical environment. AR applications can provide interactive tours, allowing users to visualize historical events, navigate unfamiliar locations, or access information about landmarks through their devices. This technology enhances engagement, making travel more immersive and informative. Additionally, AR can support pre-trip planning and in-destination experiences by offering personalized recommendations tailored to individual interests, thus transforming how people explore new places.