Tourism Tribe is an online community that connects tourism operators, industry and digital experts in a supported learning environment.

Liz Ward, CEO

Why do we need a Tribe?

With rapid changes in technology tourism operators tell us they are overwhelmed by how much they need to learn and the complexities of new practices required to keep pace with their potential customers.

  • Only 52% of tourism businesses have a mobile website
  • Only 69% utilise social media for business
  • Less than 50% provide instant bookings online

So if you’re a tourism operator and you feel like you’re being left behind in the digital age, you are not alone!

It’s about helping one another

The Tribe is about supporting each other so that we can make the most of digital technologies to grow our businesses and connect better with our potential customers.

Having a best practice website, implementing a successful social strategy and choosing the right booking technologies and channels is not that easy to learn from a book, but having the additional support of a tribe expert has proven valuable for thousands of small businesses who prefer to focus on their customers and delivering great service!

Meet the Makers

Tourism Tribe was created by web wonder women Liz Ward, Wendy Smith and Fabienne Wintle of Digital Coaching International.

Wendy, Liz and Fabienne  have worked on numerous projects together, including the  ATDW’s Tourism e kit which has been hugely successful and now forms an important part of the Tribe.

They share a passion for industry development and business improvement through technology and have been brainstorming for some years on the ultimate idea that would have a significant positive impact on industry’s digital capability and the most expedient and efficient way to deliver it. They believe that this global platform, Tourism Tribe, which is based on collaboration, motivation and social sharing is the right answer at the right time.

Liz Ward


Liz was the CEO of the Australian Tourism Data Warehouse for over 10 years where she developed and led destination digital strategies supported by unique collaborative models.

Wendy Smith


Wendy has over 20 years IT management experience in the tourism industry. She has a passion for small business and thrives on helping tourism operators to improve.

Fabienne Wintle


Fabienne is a web marketer with exemplary experience in web development, training and tourism e-marketing and has run her own digital consultancy for the past eight years.

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