Apollo3D urges pubs to use virtual tours for World Cup

Apollo3D has urged UK pubs and bars to adopt virtual mapping tools ahead of the FIFA 2026 World Cup, as uptake of virtual tours among hospitality venues rises. The Leeds company said demand is up 50 per cent on a year earlier.

It has been working with operators including Greene King pubs in England, Scotland and Wales, as well as Ossett Brewery in Wakefield, as venues prepare for higher demand during the tournament. Apollo3D has also produced tours for several pubs on the Otley Run in Headingley and wants to create a video tour covering all 18 stops on the Leeds pub crawl.

The push comes as hospitality operators look for ways to attract match-day bookings in a difficult trading environment. Rising energy bills, higher business rates and broader economic pressure continue to squeeze margins across the sector, while closures remain a concern for businesses operating on thin profit lines.

Around half of Apollo3D's current work now comes from venues seeking to increase visitor numbers. Its recently launched Infinity Virtual Tours platform is also attracting interest from theatres, stadiums and cinemas in overseas markets.

The tours let customers view a venue online before visiting, highlighting features such as large screens, private hire areas, outdoor spaces and premium seating. The platform can also link multiple locations and give operators data on which parts of a space attract the most viewer attention.

For pubs screening major football matches, the sales opportunity can be significant. Apollo3D cited figures showing that England games can lift pub sales by between 30 per cent and 147 per cent, with a successful tournament potentially adding more than £150 million to the wider hospitality economy.

That is sharpening the focus on how venues present themselves online as fans decide where to watch matches. Operators are trying to turn digital browsing into confirmed bookings, particularly for high-demand fixtures where groups may choose venues well in advance.

Rob Wilyman outlined the company's view of the opportunity for the trade.

"The World Cup always brings a huge opportunity for pubs and hospitality venues, but competition is fierce. Customers want to know exactly what they are getting before they commit to a venue, especially for major fixtures. Virtual mapping gives venues a powerful way to present their space and secure bookings early," said Rob Wilyman, Director of Apollo3D.

Its virtual walkthroughs can be embedded on venue websites, shared on social media and linked to booking systems, giving potential customers a clearer view of layout, atmosphere and facilities before they make a reservation.

Sector pressure

The hospitality sector has faced a series of cost increases in recent years, leaving many pub and bar operators searching for practical ways to drive footfall and increase spend per visit. Big sporting events can provide a short-term trading boost, but competition for those customers is intense, especially in towns and cities with dense pub markets.

This has helped drive interest in tools that let venues differentiate themselves online. Apollo3D argues that a clearer digital presentation can help venues win group bookings, private events and repeat visits over the course of a tournament.

Mark Shepherd said pressure on operators has made major sporting events more important.

"Pubs have had a challenging few years, so making every major event count is crucial. We have seen firsthand how virtual tours can increase enquiries and event bookings. For a key sporting occasion like the World Cup, where demand peaks quickly, being visible and engaging online can make a real difference," said Mark Shepherd, Director of Apollo3D.

Wilyman said venues that move early may have an advantage as supporters make plans.

"Venues that invest now in showcasing their offer are more likely to capture group bookings, corporate events and repeat visits throughout the competition. This is all about getting ahead of the curve. The pubs that present themselves best online will be the ones fans choose when it matters most," he said.