About Tourism Tribe
Your tourism business deserves a team that gets it
We’re not a marketing agency. We’re coaches, builders, and strategists who’ve spent 18 years helping tourism operators show up online with confidence.
12,000+
Tourism professionals supported
18+
Years in tourism digital marketing
5
Expert coaches and strategists
6
Offices across Australia and Europe
Since 2007
Brisbane, Australia
Our story
We started because tourism operators deserved better digital support
Back in 2007, Liz Ward and Fabienne Wintle saw the same thing across the tourism industry: operators with incredible experiences to offer, struggling to be found online. The big agencies didn’t understand tourism. The DIY tools weren’t enough.
So they built something different. Not an agency that does it for you. A team that works alongside you. Coaching, training, and practical tools that make sense for businesses where the owner is also the cleaner, the tour guide, and the social media manager.
18 years later, that approach hasn’t changed. The tools have (hello, AI). The platforms have. But the core idea remains: give operators the skills and confidence to take control of their own marketing.
We go beyond training. Our model combines expert coaching, practical tools, AI marketing support, and real humans who understand the tourism industry.
Why Tourism Tribe
Coaching. AI tools. Training. Support. All built for tourism.
We’re not an agency that does it for you. We’re not a one-off course you forget in a week. We combine hands-on coaching, purpose-built AI tools, structured training programs, and ongoing support so you build real skills and see real results.
Tourism-only focus
We don’t work with dentists or accountants. Every strategy, template, and tool is built for accommodation, tours, attractions, and DMOs.
AI that actually helps
Our AI tools are trained on tourism marketing. They write like you, understand your guests, and save hours every week on content creation.
Real humans, real support
Chat, email, phone, group calls. When you’re stuck, you talk to a person who knows your business. Not a chatbot. Not a ticket queue.
Structured learning paths
Self-paced courses, live workshops, and coaching sessions. Pick what works for your schedule and skill level. No overwhelm.
Practical, not theoretical
Every session ends with something you can do today. We don’t talk about strategy in the abstract. We build it with you, step by step.
Government trusted
We deliver digital programs for state and national tourism bodies across Australia. The industry trusts us because we’ve earned it.
“
We can’t afford a digital marketing and AI strategist. Tourism Tribe gives us access to the same expertise for a fraction of the cost. We skip the trial and error, get straight to what works, and avoid the expensive mistakes. It’s like having a whole digital team on call.
The team
Five people. Decades of experience.
Small team, deep expertise. Every person here has worked directly with tourism operators and knows the industry inside out.
Founder & CEO
Liz Ward
Liz brings over 25 years of experience in business strategy and digital transformation to Tourism Tribe, which she co-founded in 2007. Her focus today is on AI marketing applications for the tourism industry, helping operators understand and adopt tools that save time and improve results. Liz has served on the board of Tourism and Events Queensland and regularly advises state and national tourism bodies on digital capability. She leads Tourism Tribe’s strategic direction and product development, including the Pocket Rocket AI marketing app and the AIDA website scanner. Liz is based in Brisbane and speaks regularly at tourism industry events across Australia.
Founder & CIO
Fabienne Wintle
Fabienne is the technical co-founder of Tourism Tribe, responsible for building and maintaining the platforms, tools, and automated marketing workflows that power the business. Her expertise spans WordPress, WooCommerce, LearnDash, AI tool development, and marketing automation. Fab designed and built the Tourism Tribe member platform (my.tourismtribe.com), the Pocket Rocket AI marketing app, and the AIDA website scanning technology. She specialises in creating systems that make complex digital marketing tasks accessible for tourism operators who don’t have a technical background. Fab is based in Agnes Water, Queensland, and has been working in tourism digital marketing since 2007.
Operations Manager
Julia Retson
Julia manages the day-to-day operations of Tourism Tribe and builds the internal systems that keep everything running. She comes from a background in visual effects, STEM education, and learning experience design, which gives her a unique perspective on how to create training content that actually works. Julia handles Google Workspace administration, Zapier automations, BigQuery data analysis, and AI-assisted coding. She’s the person who makes sure member onboarding, course delivery, and internal workflows all run smoothly. Julia works across both the tourismtribe.com platform and the FluentCRM email marketing system.
Coach & Strategist
Claire McCollum
Claire spent 7 years running marketing for accommodation businesses before joining Tourism Tribe as a coach and strategist. She understands the reality of tourism marketing from the operator’s side: limited time, tight budgets, and the pressure to show up on every platform at once. Claire specialises in bridging strategy and action, helping operators turn broad goals into specific, achievable marketing tasks. She has served as a judge for the Tourism NT Brolga Awards in 2023 and 2024, and coaches Tourism Tribe members on social media, content marketing, Google Business Profile optimisation, and digital advertising.
Coach
Sam Ward
Sam comes from a background in elite athletics coaching, accounting, and startups, which gives him a distinctive approach to tourism marketing coaching. He uses lean canvas processes to help operators identify what matters most, then builds AI-powered workflows to get those things done efficiently. Sam coaches Tourism Tribe members on business planning, productivity systems, AI tool adoption, and marketing strategy. His approach is structured and results-focused: figure out the goal, strip away the noise, and build a system that keeps you moving forward.
How we work
From stuck to sorted
Whether you’re starting from scratch or fine-tuning what you’ve got, the process is the same.
1
Assess
We audit your digital presence. Website, search, social, listings. You get a clear picture of where you stand.
2
Plan
We build a practical action plan together. Priorities based on what will move the needle for your business.
3
Build
You work through it with coaching support. Courses, live sessions, AI tools. We’re alongside you the whole way.
4
Grow
You see results. More bookings, more confidence, more control over your marketing. Then we tackle the next thing.
Where we are
Australian roots. Global reach.
Our team works across Australia and internationally. We support operators wherever they are.
Brisbane (HQ)
Sydney
Melbourne
Adelaide
Agnes Water
Nyon, Switzerland
Common questions
You’re probably wondering
What exactly does Tourism Tribe do?
We provide digital marketing coaching, training, AI tools, and support specifically for tourism businesses. Accommodation providers, tour operators, attractions, and DMOs. We help you get found online, attract more guests, and take control of your own marketing.
Are you a digital marketing agency?
No. We don’t manage your marketing for you. We teach you how to do it well, give you AI tools to speed things up, and provide ongoing support when you need help. You stay in control. You build the skills. We’re your coaching team, not your outsourced department.
How is this different from hiring an agency?
Agencies do the work for you. When you stop paying, the skills and knowledge leave with them. We build your capability. You learn, your team learns, and you keep those skills forever. Plus our AI tools keep working for you 24/7.
Who is on the team?
Five people with deep tourism and digital marketing experience. Two founders (Liz Ward and Fabienne Wintle), an operations manager, and two coaches. Between us, we’ve worked with over 12,000 tourism professionals across Australia and internationally.
Ready to take control of your marketing?
Start with our free AI marketing app, Pocket Rocket. Get a website audit, an action plan, and your first taste of what Tourism Tribe can do.