The article is devoted to the implementation of augmented reality in tourism. AR-technologies nowadays are the most useful in everyday life. Every side of people’s life becomes as easy as driving with directional arrows on the windshield. All the necessary information is in front of user’s eyes whenever he or she needs it. In this case, information can be used both for professional use, entertainment and education. The pertinence of this topic stems from the fact that now processes of globalization and cross-cultural communication are obvious and people can travel a lot wherever they want to. Unfortunately, not everyone can navigate easily in unknown environments starting from wayfinding and ending with entertaining themselves there, what to eat and what they are seeing at the moment. Augmented reality is a good companion in these trips. Especially nowadays when there are tremendous opportunities to improve and populate this technology like Apple AR-kit from a famous developer and producer of highly developed gadgets that can handle this task naturally. The authors conducted the research and used the methodology that contains such methods like the description of explored technology, analysis of augmented reality nowadays and synthesis of areas for further implementation of the technology in tourism. The article gives the concept of augmented reality and examples of how vocational tourism is simplified by augmented reality. We showed the options for the application of AR-technology in the tourism business. In conclusion, the authors presented the advantages and disadvantages of the technology, as well as a comparison of the real and virtual worlds with augmented reality.