This research aimed to understand the role of augmented reality (AR) applications (apps), especially Mobile Augmented Reality (MAR) apps, in improving the tourist experience. For this purpose, the research relied first on the theoretical framework to identify the basic concepts of the research. Second is the analytical framework, which aims to study and analyze the mechanism of AR apps, as well as AR technology opportunities in the tourism sector. The field study included (402) questionnaires that were distributed to tourists who deal with travel agencies in Egypt, provided that they had used one of the AR applications in the tourism field. The various outcomes were obtained by reviewing some applications implemented in the tourism experience in countries other than Egypt that used AR technologies and MAR apps. To assist travel agencies in Egypt in developing innovative ways to use this technology to improve the tourism experience. Some results of the research were represented in the following points: AR applications are used to display important cultural items and locations by superimposing virtual data onto the physical space where they were originally located. Besides, there are a variety of AR devices that can be used in the tourism domain, but smartphones are the most common. Tourists can use AR apps to explore destinations, towns, museums, and historical sites by adding new layers to their reality, creating a new immersive and dynamic experience. Based upon the findings, some recommendations were suggested.