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In tourism, as in other economic sectors, technological innovation plays a very important role in achieving the companies’ objectives and, also, in meeting consumers' desires as much as possible. In this context, the concrete benefits of the augmented reality in the field of tourism have been identified in the paper, starting from the concrete examples of its application provided by the literature. At the same time, the main expectations of its potential users were determined, namely, on the one hand, the companies operating in the field of tourism and on the other side the tourists.