Augmented reality (AR) technology represents an innovative approach to real-time interaction, combining real and virtual objects. Its potential to transform the user experience in areas such as education, entertainment, marketing and healthcare is extremely high. The focus of the work was on researching the potential of applying AR technology in hotel tourism on the example of the San Canzian hotel complex. Considering the current growth of virtual tourism as a long-term trend, the importance of innovative approaches in attracting guests is recognized. A virtual walk through the hotel complex, integrated with AR technology, proved to be a key element in improving marketing strategies and guest experiences. This innovative method provides an authentic experience that goes beyond the classic ways of hotel presentation, adding sensual elements and connecting guests with the local community. Given the dynamism of the technological environment, continuous monitoring of new technological trends is recommended. The application of AR technology in hotel tourism is not only an innovative marketing approach, but also a key factor for creating differentiation, increasing the attractiveness of the destination and enriching the guest experience. This technology represents a bridge between the real and virtual world, opening the door to new dimensions of the tourism industry.