Helping tourism businesses thrive in a digital world

Liz is the co-founder of Tourism Tribe and a recognised expert in business strategy and digital transformation, with over 25 years’ experience across large and small businesses. Today, she is focused on helping tourism operators understand how AI is reshaping marketing, from automating repetitive tasks to using AI-driven insights to find the right customers at the right time.

As a coach, Liz brings big-picture thinking to every conversation. She helps operators map their objectives, identify their ideal customers, and spot opportunities where AI and smart digital strategy can give them an edge. She is highly sought after as a presenter, mentor and workshop trainer.

Tourism Tribe launched in 2015 and now supports over 1,600 tourism operators across Australia and the world. It was recognised in the Queensland Tourism Industry Innovation Awards (2016) and the UNWTO Innovation Awards (2015).

Liz is also Managing Director of Digital Coaching International, a network of specialists who guide businesses through digital and AI transformation of their marketing and operations.

Recent projects include digital maturity benchmarking tools for destinations and tourism businesses, capability training programs across 10 Queensland destinations, a digital strategy program for 300 Northern Territory businesses, and the Digital Business Scorecard for the Queensland Department of Digital Economy.

Liz is a Fellow of both the Australian Institute of Company Directors and Australian Institute of Management. She has served on several boards, including Tourism and Events Queensland and Women Chiefs of Enterprise, Australia.

Fabienne is the co-founder of Tourism Tribe and the technical mind behind the platform. She specialises in building AI-powered tools and systems that help tourism businesses work smarter, from automated marketing workflows to AI-driven website audits and content generation.

With deep expertise across WordPress, WooCommerce, ecommerce platforms, email marketing (ActiveCampaign, Keap, HubSpot), Google Analytics, BigQuery and dozens of integration tools, Fabienne connects the dots between technology and real business outcomes. She builds the AI infrastructure that powers Tourism Tribe’s coaching programs and member tools.

Fabienne has developed some of the best-performing customer-facing websites and digital coaching programs in the tourism industry. Recent projects include the Tourism Tribe peer-to-peer learning platform, the TEQ Social Media Criteria for Best of Queensland, digital maturity benchmarking tools, capability training programs across 10 Queensland destinations, and the Digital Business Scorecard for the Queensland Department of Digital Economy.

Fabienne holds a Bachelor’s and Master’s in Information and Communication Systems (University of Geneva, Switzerland), a Master’s in International Tourism and Hospitality Management (Griffith University, Australia), and Certificates IV in Training and Assessment and Small Business Management. She was awarded Young Achiever of the Year in Queensland Tourism (2010) and the Griffith University Business School Outstanding Alumnus Award (2011).

She has served on several boards, including the Queensland Tourism Industry Council, and is currently Vice President of Discovery Coast Tourism and Commerce and a Queensland Digital Champion.

Fabienne lives in the beachside community of Agnes Water/1770 in Central Queensland, with her head in the AI world and both feet on the sandy ground.

Julia is our Operations Manager and the engine room of our business systems. She combines deep technical expertise with strategic oversight to ensure our websites, automation workflows, data systems and customer touchpoints run smoothly. She is also one of the team building AI-powered tools and workflows using Claude Code, helping automate internal processes and create smarter systems for our clients.

With hands-on experience across Google Workspace, Zapier, Looker Studio, BigQuery, ActiveCampaign, WordPress and AI coding tools, Julia leads the design and implementation of streamlined processes that support data-driven decision making and business growth. Her ability to bridge the gap between complex systems and real-world outcomes is one of her superpowers.

Before moving into operations, Julia worked in visual effects on major films, taught high school STEM with progressive learning methods, and created online learning experiences. This blend of technical, creative and teaching experience means she excels at simplifying digital complexity and training others to feel confident with the systems they use.

Julia holds a degree in Aerospace Engineering, a Graduate Diploma in Secondary Education (Maths and Physics), and a Diploma of Graphic Design. Originally from Canada, she has travelled extensively, including a year exploring Australia in a caravan with her young family.

Claire is Tourism Tribe’s Coach and Digital Strategist, known for her practical approach and deep understanding of how travellers discover, book, and experience tourism products. She helps operators bridge the gap between strategy and action, with a growing focus on how AI tools can simplify marketing and streamline day-to-day operations.

Through Tourism Tribe, Claire delivers one-on-one coaching, digital advisory sessions, and business improvement programs. She helps operators strengthen their online presence, develop effective marketing strategies, and build confidence with digital tools and AI-powered platforms.

Claire’s hands-on experience includes guiding extended tours in Kakadu and the Kimberley, and seven years managing marketing and business operations for a Queensland accommodation business, where she successfully transitioned all systems to digital platforms, boosting efficiency, sales and flexibility.

She has served as a judge for the Tourism NT Brolga Awards (2023-2024) and continues to play a key role in supporting operators through Tourism Tribe’s national digital transformation initiatives.

Widely travelled and industry-savvy, Claire brings both expertise and empathy to every business she supports.

Sam discovered a passion for coaching through his work with elite athletes in the world of tennis. He then switched gears, swapping the racquet for a spreadsheet when he earned his degree in accounting and began working for a large financial organisation before co-founding his own business.

All of that experience now benefits the clients Sam coaches with Tourism Tribe. He is passionate about developing and growing products and processes for start-ups and small businesses, with a growing focus on how AI tools can help operators work smarter and move faster.

Through his mentoring approach, Sam draws out business creativity using lean canvas processes to map the economic value of a goal. He helps operators set clear milestones, adopt practical AI-powered workflows, and build confidence in using new tools to grow their business.