Announced this morning, Pokemon GO developer Niantic has partnered with the United Nations World Tourism Organization to create new augmented reality experiences.
Augmented Reality is poised to change the landscape of how YOU can experience tourism.#UNWTO & @NianticLabs are partnering to bring enhancements to global tourism, using real-world gaming & cutting-edge innovation for the #TravelEnjoyRespect campaign.
— World Tourism Organization (@UNWTO) November 20, 2018
“Our goal at Niantic is to create interactive games that encourage exercise, social interaction and exploration, giving players the opportunity to play together in the real world and discover the incredible history hidden in their own neighbourhoods,” said Anne Beuttenmüller, Head of Marketing EMEA at Niantic. “We’re looking forward to creating brand new adventures in collaboration with UNWTO to increase awareness around their mission of responsible tourism,”
The partnership will see the parties working to combine tourism and augmented reality technologies to allow players to engage with real-world locations using Niantic’s mobile games in a variety of ways. The UNWTO states that Niantic’s games already lead to positive civic engagement and cultural diversity while highlighting local heritage.
“With our ongoing commitment to promote sustainable and responsible tourism, and Niantic having recently become a UNWTO Affiliate Member, this partnership is a natural fit,” said Ion Vilcu, Director of UNWTO’s Affiliate Members Department. “Niantic are pioneers in creating real-world mobile game experiences that not only motivate their players to discover new places, but also to appreciate the culture and beauty of the world around them,”
The collaborations seek to curate unique campaigns around the world that will build awareness for the Organization’s Travel.Enjoy.Respect campaign, each activity will also be designed to inspire and support exploration, and promote safe and responsible gaming practices for players of all ages.
Niantic was accepted as an Affiliate Member on 31 October 2018 at the 109th session of UNWTO’s Executive Council, held in Manama, Bahrain. This new partnership helps to bolster UNWTO’s ongoing efforts to bring together the actors of the ‘ecosystem’ of tourism technology under its priority of innovation and the digital transformation in tourism.