Travel market analysis is a well-funded corner of the research industry, and a site publishing under this name would look like the obvious source before anyone read a paragraph. That’s the reading worth leading with, because it’s the one with institutional budgets attached. Beyond research, the name covers the trade side of an enormous consumer category. Booking platforms, supplier directories, tour operator associations, tourism board commercial arms and industry publications all fit.

Care homes, hospitals and accessibility organisations use virtual travel programmes seriously, and the sector grows as the technology gets cheaper. That’s the reading most people miss. The larger commercial market is planning. Hotel and destination previews, walkthrough tours and immersive content all drive booking decisions, and the tourism boards and operators funding them have budgets. People about to spend thousands want to see a place properly first. The name suits a content platform, a VR tourism producer, a destination marketing product, or a publication.