During this talk, we will be discussing the potential of AR in creating a bridge between cultural artists and travellers. With AR experiences, can artists communicate the culture of a destination in a more immersive way? Will Decentralised Autonomous Organisations (DAOs) and Non-fungible tokens (NFTs) provide a new platform to promote the culture of a destination? How can we digitalise the cultural content remotely? Are we ready to walk through the virtual galleries? Is it possible to encrypt the work of artists in a digital form? Travellers can take it home as an NFT of their digital experience from their trips. We will be pushing our thoughts to explore the possibilities of Tourism 4.0.