Cultural tourism is a promising augmented reality application domain with substantial potential for boosting advantages for the location and its tourists, locals, and companies while also preserving cultural identity. It is a method of gaining a competitive edge by enhancing the visitor's experience and by improving promotion and management. This study aims to explore efficiency of using augmented reality technology in reenactment of the historical events in Luxor. For that purpose, the research employed the open interview as the qualitative technique for data collection. The study sample was academics, representatives from the Tourism Promotion Authority and all stakeholders, archaeologists, and tour guides. The results of the study indicated importance of AR in archeological sites in the re-enactment of festivals, thus preserving cultural heritage. Overall, it is clear that investment in and adoption of innovative technologies is a necessity for tourist organizations that wish to remain sustainable and competitive in the future. The study recommended that the Ministry of Tourism and Antiquities should pay more attention to the studies and research that are concerned with using new technologies in cultural heritage sites.