Augmented reality expands the perception of the real world by combining the physical and the digital in real time, integrating it as a technological alternative that arises in tourism, offering the possibility of displaying information in an intuitive, fast, interactive and attractive way in cultural matters and of entertainment. The aim of this study is to examine the research trends in the application of augmented reality in the tourism sector. The methodology is a bibliometric study developed from information from the Scopus database, analyzing 182 publications in terms of indicators of productivity, quality, structure and thematic trends. It is concluded that the use of these technologies allows boosting the tourism industry, which represents an innovation challenge, since user demands are increasing. In addition, it allows improving user experiences by customizing each one through the possibility of accessing more information given the availability of mobile and smart devices.