Imagine a road trip where every landmark introduces itself, every street tells its story, and every city greets you before you even arrive. The future of smart tourism is here — and it’s powered by augmented reality. Seamlessly built into modern in-car displays, AR transforms any journey into an immersive, interactive cultural adventure. From live historical reconstructions to AI-guided recommendations and panoramic previews of your destination, your car becomes more than transport: it’s your personal tour guide, digital storyteller, and window to the world. Buckle up — the road ahead is rich with discovery.
The Future of Travel Starts on the AR-powered Windshield
XReco member Continental Romania is partnering with ZAUBAR to bring the tourism of the future on the windshield. Augmented reality (AR), when seamlessly integrated into modern in-car display systems, has the power to turn every road trip into a fully immersive digital adventure.
This convergence of mobility and mixed reality marks a significant evolution in how we experience culture, history, and geography while on the move.
Figure 1: XReco_Continental Romania Smart Tourist Testings
The Smart Tour Guide: Begin Your Journey Before Arrival
These are the first results of the XReco developments: As soon as the destination is selected within the car’s navigation interface, an intelligent AR-based assistant begins to prepare the journey.
The system accesses curated tourism data to turn the vehicle’s display into an interactive travel guide:
- A live, customizable AR map overlay with nearby points of interest
- Tailored recommendations based on time of day, season, and user preferences
- Highlights of upcoming cultural events, guided tours, or local experiences
- 360° previews or fly-throughs of popular streets, squares, and historical zones
Instead of waiting to reach a city to learn about it, travelers are immersed in its highlights before they even cross the city limits. This not only builds anticipation, but enhances planning and engagement.
Figure 2: XReco – Geolocation display in the car
Tourist Attractions in Augmented Reality
During the approach or while driving through a city, the AR system renders tourist attractions in real time:
- Iconic buildings are labeled on screen with live details (year built, architectural style, famous events)
- Museums and cultural centers are visually marked, with suggested visiting hours or ticket availability
- Monuments are highlighted with 3D reconstructions that show their original form or historical evolution
These renderings are not static images but dynamic, responsive overlays that adjust with the vehicle’s position and speed. They enrich the ride with knowledge, turning a passive view into an educational experience.
Figure 3: XReco – Historical Tours with AR and AI in Timișoara
Infotainment Display: The Digital Window to Culture
This larger, high-resolution screen provides a safe and distraction-free way for passengers and even the driver when stationary to explore cultural content.
- 3D models of historical landmarks are displayed with animations showing their evolution through time
- Interactive panoramas and flyovers of neighborhoods, tourist districts, and public squares
- Real-time data overlays with audio narration, historical context, or guided trivia
- The ability to rotate, zoom, or tap through reconstructions for deeper exploration
Passengers can select specific sites to learn more about, and the system may offer multimedia content such as archived photos, short documentaries, or even virtual reality previews all embedded within the infotainment interface.
This display acts as a digital bridge between the real world outside the car and the layered cultural knowledge behind it, making every drive not only scenic but intellectually engaging.
Figure 4: XReco – Historical objects on the car display
Voice Interaction with Artificial Intelligence
The integration of AI-driven voice assistants transforms the way passengers and drivers interact with their environment.
No need for touch or manual input-simple verbal commands unlock tailored insights:
- “What landmarks are along this route?”
- “Suggest three outdoor attractions nearby.”
- “Where can I find a local market or artisan fair?”
The assistant not only responds with information but adapts in real time based on location, time, and prior preferences. This conversational layer makes exploration intuitive and engaging.
Figure 5: XReco – AR and AI voice guided tourism experience in the car
Conclusion: The Car Becomes Guide, Map, and Mobile Museum
The integration of augmented reality into in-vehicle systems represents a fundamental shift in the role of the automobile.
No longer a simple mode of transport, the car becomes a cultural companion, an interactive map, and a storytelling device. Each road becomes a timeline, each city a living museum, and each journey a curated experience. As this technology matures, we can expect even deeper connectivity between vehicles, city infrastructure, and tourism databases. This will not only personalize travel but democratize access to culture, making every ride an opportunity for discovery.
Figure 6: XReco – Touristic 3d content on XReco Platform
About Continental Romania
The author is Mihail Gaianu – the Project Manager at Continental Automotive Romania. Continental Automotive is a leading technology company that provides electronic and software components to car manufacturers worldwide. Within the XReco project, our team focuses on integrating advanced automotive systems that enhance smart travel experiences through AR and AI technologies.
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