Navigation specialist Sygic is claiming a first with the launch of its virtual reality travel application on the Oculus store.
The Bratislava-based company says anyone with an Oculus-powered Samsung Gear headset can experience destinations around the world in virtual reality.
The company says video and images have been taken by a "Sygic Traveller" taken on by the navigation specialist to capture the footage of various destinations over the course of year.
Sygic believes there's potential in users getting to know a destination via the app before they travel.
It points to various predictions around VR such as that sales of headsets will grow five times faster than the iPhone in the next three years.
That said, many believe that it is in gaming where VR will really take hold.
A number of travel industry players have dipped a toe in the virtual reality water such as Monarch with its ski campaign back in 2012 and the Las Vegas Convention and Visitors Authority unveiled its VR app for the 'try before you buy' experience back in March.
However, Blippar chief Omaid Hiwaizi believes that its more likely to be mixed reality - combining augmented and virtual reality - that's the game-changer.
A demo of the Sygic app is available here.