Metaverse tourism is blurring the boundaries between the virtual and physical worlds. Among the core technologies in the metaverse world (e.g., Avatar, Virtual reality, Augmented reality, NFTs, etc.), the avatar has the potential power to revolutionise customer experience. Destination management organisation (DMO) can boost customers’ immersion through effective avatar customer journey design (ACJD) in the metaverse world. Yet, there is a lack understanding of how practitioners view an effective ACJD in the metaverse world. This study aims to explore the role of avatars on customer journey design in a metaverse tourism program (e.g., Dunhuang) from practitioners’ perspectives through a qualitative study. This study advances theoretical understanding about metaverse tourism in the tourism literature, and provides important implications for tourism industry on how to design tourist experiences in metaverse tourism.