AI Support for Queensland Tourism Operators

AI is rapidly changing two integral features of a tourism business at the same: how travellers find and compare you, and how your team handles everyday work.

Queensland operators now have a subsidised implementation program, free tourism-specific courses and nine regional AI Hub chapters to help turn experimentation into useful business changes. This is your starting place to find AI support for your business.

QUICK LINKS:

• The Queensland Tourism AI Adoption Program
• Other free AI training and tools for Queensland tourism operators
• Queensland AI Hub chapters and regional events
• Which AI resource should you start with?
• Frequently Asked Questions
• Conclusion

The Queensland Tourism AI Adoption Program

The Queensland Tourism AI Adoption Program is an excellent option for eligible Queensland tourism operators who want help implementing AI. The Queensland Government is funding the program under Destination 2045, with Tourism Tribe delivering it to 130 businesses across Queensland’s 13 Regional Tourism Organisation regions.

Applications close on Tuesday 10 November 2026. The full value is $1,810 plus GST. Successful operators make a one-off co-contribution of $200 plus GST.

Each accepted business receives:

• An individual AI Digital Health Check that establishes a starting point
• A two-part online workshop series
• Two hours of one-on-one mentoring
• A tailored AI action plan
• Twelve months of Tourism Tribe’s LifeRaft level AI Enablement Plan membership, including practical courses, group Tourism Tech sessions, Atlas AI support and ongoing learning resources
• Information about Queensland AI Hub events and other learning opportunities

The program covers both sides of AI adoption. Operators learn how to improve their visibility when travellers use tools such as ChatGPT to compare destinations and experiences. They also identify everyday work that AI can make faster, including marketing, customer communication and routine administration.

Who can apply for the subsidised program?

Applicants need both a live Australian Tourism Data Warehouse (ATDW) profile and current recognition under Tourism and Events Queensland’s Best of Queensland Experiences Program (BOQE). The program is open to eligible Queensland accommodation, attraction, event, food and drink, hire, tour and transport businesses.

Check your eligibility before ruling yourself out. Visit the 2026 Best of Queensland Experiences list, as some operators may already be recognised through Tourism and Events Queensland’s annual assessment process.

Then check your ATDW profile status. A profile that exists but has expired, been disabled or is still waiting for review may not meet the requirement for a live listing. Log in to ATDW and confirm that the profile is published with current contact, booking and social information.

For questions about the Tourism AI Adoption Program or its eligibility requirements, contact Tourism Tribe. For questions about your Best of Queensland status or assessment report, contact Tourism and Events Queensland at experiences@queensland.com.

Can you get an ATDW profile before 10 November?

There is still a practical window to create or update an ATDW profile. ATDW says creating the profile itself usually takes 30 to 60 minutes when your business details and images are ready. Review usually takes two to five business days, while updates to an existing profile are generally faster.

Allow extra time in case the reviewer requests changes. Once approved, a new listing will usually appear on the state tourism website the following day, although some distributor sites refresh more slowly.

An active ATDW profile is worth completing even if the timing does not work for this program. It distributes your business information through tourism websites and puts eligible operators into the annual Best of Queensland assessment process.

Can you become a Best of Queensland Experience before 10 November?

No, you will not be able to become of BOQE recognised business before 10 November, if you don’t already have that recognition.

Tourism and Events Queensland assesses eligible tourism products annually using data connected to each operator’s live ATDW profile. Businesses do not submit a separate application to be recognised. The cut-off date for assessment is 31 December.

If you are not on the current list, use the coming months to strengthen the criteria that affect the next assessment. Keep your ATDW profile live and accurate by the annual 31 December cut-off. Add the correct Google Business Profile, social media and review-platform links. Make sure eligible accreditation is completed and recorded before the cut-off.

Customer reviews carry the largest share of the BOQE score. The assessment also considers a secure online booking platform, Google Business Profile, social media presence, Regional Tourism Organisation membership, accreditation and sustainability certification. Entry-level recognition requires an overall score of at least 80 and a Global Review Index score of at least 80.

Click here for more information about BOQE program.

Other Free AI training and tools for Queensland tourism operators

Operators who are not eligible for the subsidised Tourism AI Adoption Program can still start with free, tourism-specific AI training and tools. BOQE recognition is not required for the resources below.

AI in Action: Tourism Courses

The Queensland Tourism Industry Council’s (QTIC’s) AI in Action: Tourism series is designed for Queensland residents working in tourism. Each self-paced course takes about 30 to 45 minutes and earns a digital certificate and badge.

The full series covers six topics:

1. Understanding AI foundations for tourism
2. Using AI to save time and work smarter
3. Using AI for business communication
4. Improving online reach and visibility
5. Cyber security and data protection
6. Ethical, responsible and compliant use of AI and digital tools

The first two courses are available now. QTIC currently shows courses three to six as coming soon, so operators can register and begin without waiting for the full series to be released. The program is free for eligible tourism owners, managers, team leaders and employees. Students, apprentices and trainees are not eligible.

Tourism Tribe Resources

Tourism Tribe also has open resources for operators at any stage:

• The AI-Ready Playbook for Tourism Operators explains the changes in traveller discovery, useful AI applications and practical first steps.
• Pocket Rocket and Tourism Tribe’s free resources include a website audit, weekly action plans, short tips, prompt resources and webinar replays.
• The AI Readiness guide explains what the free website audit checks and how to improve each category.

Queensland AI Hub chapters and regional events

The Queensland AI Hub gives operators a way to learn locally and meet people working with AI across business, government and research. It is broader than tourism, which can be useful when you want examples from other industries or local contacts with technical and implementation experience.

There are currently nine Queensland AI Hub chapters:

• Brisbane
• Bundaberg
• Cairns
• Gold Coast
• Logan
• Mackay
• Sunshine Coast
• Toowoomba
• Townsville

Each chapter is led locally and runs educational or social events in its region. Check the chapter page for local directors and the Queensland AI Hub events page for new sessions. At the time of writing, the events page did not list an upcoming event, so treat it as a channel to watch rather than a fixed training calendar.

Tourism Week and DestinationQ also feature AI, technology and business capability topics at different points in the industry calendar.

Follow updates from the Queensland Tourism Industry Council, Tourism and Events Queensland and your Regional Tourism Organisation for sessions in your area.

Which AI resource should you start with?

Start with the option that matches your eligibility and the kind of support you need.

Your position	Best first move
You have a live ATDW profile and current BOQE recognition	Apply for the Queensland Tourism AI Adoption Program before 10 November 2026.
You are recognised under BOQE but your ATDW profile needs attention	Update and submit the profile now, allowing two to five business days for review. Ask Tourism Tribe about eligibility if timing is tight.
You have ATDW but no current BOQE recognition	Begin the free QTIC courses and Tourism Tribe resources. Use the BOQE criteria to prepare for the next annual assessment.
You are new to ATDW and AI	Create your ATDW profile, take the first AI in Action course and run the free AI Readiness audit.
You learn best through local events and peers	Find your nearest Queensland AI Hub chapter and watch its events calendar.

How to get started with AI

Choose one job to improve first. That might be answering common guest emails, producing a monthly content plan, checking whether AI tools can accurately describe your experience, or fixing missing information across your website, ATDW and Google Business Profile. A small finished change is more useful than collecting another folder of prompts.

Frequently Asked Questions

Conclusion

Queensland operators do not need to learn AI from random tool demos or work out every step alone. Check your funded-program eligibility first, then choose one free course, audit or local chapter that helps you make a useful change in the business this month.