Purpose This paper aims to understand the various facets of augmented reality (AR) and to explore its prospects for supporting the relaunch of the tourism sector post-COVID-19 in accordance with the guidelines set out by WHO and UNWTO. Design/methodology/approach This study falls into the category of exploratory research. It is based on a systematic review of secondary data. Thematic content analysis has been adopted to trace out the various ways in which AR can be an aid in overcoming challenges in the relaunch of tourism after the pandemic. Findings It was found that norms such as social distancing and lower mobility are going to be followed even after the COVID-19. Therefore, there will be a great demand for mobile and Web-based AR to not only ensure tourist safety but also to create unique, accessible, personalized, context-specific, deep and memorable experiences. Practical implications Apart from its academic contribution to the existing body of knowledge, this work can assist various tourism DMOs and policymakers to devise futuristic policies for AR-driven tourism management and development. Originality/value The COVID-19 pandemic is unprecedented and never seen before. In this context, this study establishes its novelty by exclusively focusing on the aspects of AR that can support the relaunch of tourism post-pandemic.