Аннотация
This study aims to determine the effectiveness of immersive technologies (VR, AR, MR) in training tourism professionals. The research was conducted at the International University of Tourism and Hospitality with the participation of 45 students. A quantitative method involved a survey using a 5-point Likert scale via Google Forms to assess students’ cognitive abilities, practical skills, and experience with technology. Qualitative methods included observation of students’ practical activities and a literature analysis, examining challenges in using the technologies and compliance with international standards. The results indicate that immersive technologies have a positive impact on developing practical skills, cognitive abilities, and creative thinking, while some technical and psychological challenges were also identified.