Meet Liz Ward from Tourism Tribe

Liz Ward

Founder & CEO
Liz is one of the founders behind Tourism Tribe and is a committed advocate for innovation in marketing. She is a recognised expert in strategy with 25 years’ experience working with large and small businesses, specialising in business strategy and digital transformation. As a coach, Liz has a great mind for big-picture-thinking, helping tourism operators to get a clear scope of their objectives, their ideal customers and their opportunities. It's no wonder that she is so highly sought after as a presenter, mentor and workshop trainer. Clients value Liz's extensive experience in educating on customer path to purchase and strategies and tactics to be successful at each stage of the purchase cycle and most recently in pivoting your business in a crisis.

Liz is the co-founder of the innovative tourism online learning community, Tourism Tribe, which launched in July 2015 and is already providing online coaching and support to over 1,600 tourism operators around Australia and the world.  Tourism Tribe was awarded in the Queensland Tourism Industry Innovation Awards in 2016 and in its inception in the UNWTO Innovation Awards in 2015.

Liz is also is Managing Director of Digital Coaching International – a network of experts who assist businesses through digital transformation of their marketing and operational processes.  Liz is able to pull together a team of tourism experts with the relevant, specific experience to meet the clients’ needs.

Recent consulting projects have included:

  • Development of an online health check and raking model to benchmark the digital maturity and effectiveness of destinations and tourism business
  • Implementation of a digital capability training program across 10 destinations in Queensland
  • Digital strategy and capability building program for 300 Northern Territory businesses TourismTribe.com/Digital-Leap
  • Development of the Digital Business Scorecard and Training Program for the Department of Digital Economy in Queensland business.qld.gov.au/running-business/it/digital-scorecard

Liz is an experienced speaker, facilitator and trainer and leads her sessions with a philosophy of shared knowledge and collaborative learning. Some of Liz’s speaking commitments have included:

  • Keynote at Destination Tweed AGM 2018
  • Keynote at the Welcome to the Dry conference in Darwin 2017
  • MC for the Australian Chamber of Commerce Mobile-ising Women in Business conference in 2016
  • Facilitated Digital Masterclass, Destination Queensland conference 2016

Liz is a Fellow of both the Australian Institute of Company Directors and Australian Institute of Management and holds an Advanced Diploma in Business from University of Southern Queensland.

Liz has been a director on several boards, including Tourism and Events Queensland, Queenslanders Credit Union and presently is on the board of Women Chiefs of Enterprise, Australia. Liz is also President for Women Chiefs of Enterprise, Queensland.

Liz's latest articles

Image with the words "Feeding the AI Beast: How tourism operators can adapt to the AI revolution, and partial cartoon image of a beast

Feeding the AI Beast: Helping Tourism Operators Adapt to AI with Confidence and Clarity

May 15, 2025 No Comments

At the DSSS Visitor Economy Symposium in Kiama, we explored how AI is reshaping the way travellers plan and book – and more importantly, how tourism operators can stay ahead. In our session Feeding the AI Beast, we shared practical tools, smart prompts, and real-world examples to help operators use AI to save time, boost visibility, and stay authentic in an increasingly automated world.

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Digital Transformation in the Tourism Industry

November 8, 2023 No Comments

Liz Ward, Australian Tourism Data Warehouse (ATDW) CEO for over a decade and the start-up manager of the successful and ambition ATDW, presented on digital transformation at the 2023 Australian Business Excellence Conference in Sydney. She shared her thoughts on how successful transformation was achieved in this industry wide digital game-changer and spoke to the current imperatives for digital transformation in the tourism industry.

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Harnessing AI to elevate regional Tourism: Insights from the Australian Regional Tourism Convention

October 13, 2023 No Comments

Dive into the AI revolution in tourism! At the Australian Regional Tourism Convention 2023 in Newcastle, Liz Ward and Despina Karatzias helped regional tourism experts to discover how AI is turbocharging personalised marketing, reshaping video content, and setting new digital standards. Stay ahead and harness the power of AI for a game-changing tourism strategy.

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