The Great Path of Malaga is a route of 35 stages and 650 kilometers to discover this Andalusian province on foot. The route passes through large municipalities, but also tiny locations, natural landscapes and uninhabited villages where to find information about heritage is sometimes impossible mission. But the hikers are enough to get their mobile to obtain it, to know each point of interest and even what it was at another time. The use of virtual and augmented reality is the basis of this project, developed in 2021 and which was the first of the Granada Software company AR Vision. Since then it has grown to work with more than 200 municipalities and public entities throughout Spain. With a turnover of 1.3 million euros in 2024, it aspires to reach two million this year. The start-up began its activity from a previous company, Tavola News, which managed to transform a simple tablecloth into an advertising space and Informative thanks to augmented reality. They even served a million units a month to the hospitality industry, but some managers of the companies they worked asked for new ideas because they believed there were more possibilities. The answer was Ar Vision, which was initially dedicated to consulting and soon worked with giants such as Inditex, Pascual or Cosentino. Everything was going well until the pandemic canceled contracts. The crisis forced them to reinvent themselves. “We decided to launch products for various sectors. And the one we managed to validate was the tour, ”says Javier Argente, founder of the company in 2019 with Miguel Portal, Fernando Quesada and Ana Teresa Valenzuela, all Granada. The brand with which they market their work is to culture. As in the great path of Malaga, his work allows access to the tourist and cultural heritage of many other places. It does so developing immersive technology products from virtual reality, augmented and mixed, in addition to 3D and artificial intelligence. The tool centralizes the official information of the destination and exercises as a guide for the visitor, which has nothing to take out his mobile phone and point the camera around him. Then on its screen a virtual totem arises with recommendations, which are complemented by the reconstruction of demolished or missing buildings. He even gives a vision of how the landscape is at another time of the year. «It's like an open tourism office 24 hours a day,» says Argente. It is something that small municipalities cannot aspire due to lack of resources. In addition, its use also offers data to the destination on tourist flows to be able to make better decisions in management. A template formed by 28 people in its offices in the center of Granada, most technical profile. After working for 200 municipalities and public entities, the company has launched to private entertainment sectors and as support for tourist guides. They have also taken their first steps outside of Spain, with projects in the Dominican Republic and Costa Rica. Setting up in Latin America is, in fact, its next challenge. «And after we want to seek strategic alliances to expand in Europe,» says Argente.