The first online museum artt.hr has opened in Croatia – a virtual place that brings together the best works of contemporary art authors applied for the competition “HT Award – MSU Zagreb” since this competition exists to this day.This is an interesting fusion of art and digital and in this way the artist and creator of the museum, Juri Armada brings creativity closer to the younger generations, while on the other hand he breathed new life into contemporary art. Neon installations, photographs and everything that has been exhibited in the museum for the last nine years are now available with a few clicks and bring art to your home.The new project is especially interesting because in a completely new way it encourages the research of art as a special form for the growth, education and mature development of each person. By the way, the HT Award for Croatian Contemporary Art is the largest and at the same time one of the most significant awards for contemporary visual creativity in Croatia. The exhibition of selected works over the past ten years has been profiled into a representative and relevant overview of the situation on the domestic art scene. Over the past decade, more than two hundred authors have applied for the competition each year, and three redemption and one audience award have been given each year. The purchased works form the collection of Hrvatski Telekom, which is an integral part of the holdings of the Museum of Contemporary Art Zagreb, and the works will be exhibited in a permanent exhibition.Can virtual museums threaten real museums? Will tourists travel less because they will have a 3D destination experience from the comfort of their armchairs and thus reduce the arrival of guests in real time? Is it threatening VR tourism or is it another promotional tool that can generate new feelings, experiences in tourism and ultimately increase the arrival of tourists in a tourist destination?There are a lot of questions, but you don’t have to worry, I can’t. On the contrary, new technologies (VR, AR, virtual museums) are not a threat, but an opportunity for tourism in order to better present tourist destinations. “VR can only improve tourism. When you try go-karting in virtual reality, then you really want to go go-karting or an airplane or something else. ” – pointed out Hrvoje Prpić, a business angel and a successful entrepreneur, and the originator of the 3D online shopping project Trillenium. Also, today, and there will be more and more, through virtual reality we can “be” virtually in a destination, but it will only awaken the motive for a real and real experience, ie coming to a tourist destination for a real experience.So is the virtual museum, which can only further popularize the consumption of culture and encourage you to finally visit, for example, the Museum of Contemporary Art in Zagreb. More and more individual museums also have their own virtual display, all with the goal of getting the desire and motivation to experience live art.It’s like a football match, when you see on television that something is great and cool then you want to experience it live, if it were the opposite, football matches would have been without fans in stadiums for a long time due to TV broadcastsNew technologies provide new challenges and business opportunities, the only question is whether we want to ignore it or accept it as a normal business process. It is important to follow new trends and technological achievements because if destinations and hoteliers do not follow the step, time and technology will overtake them and they will no longer be able to follow the market competition.Anyway, technology is there to help and speed up all business processes, changes are happening faster and those who ignore it will unfortunately have to close their doors. Don’t be afraid of new technologies, but use them to improve your business.