Episode 10: AI Agents, Grok 3 & getting your $5k marketing plan for free

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How AI is Changing Tourism: Smarter Research, Coding & Marketing

The tourism industry is rapidly evolving, and AI is at the forefront of this transformation. In the latest episode of Untangling Tourism Tech, Fabienne Wintle and Liz Ward explore the latest AI tools reshaping tourism businesses—from research and coding to marketing strategy.

The AI Tools Making Waves in Tourism

• Grok 3 – The AI for Coding & Logic
  Grok, Elon Musk’s AI tool, is proving to be a powerful asset for coding and problem-solving. While still evolving, it has the potential to help tourism businesses analyse technical website quotes, challenge software developers, and optimise automation processes.
• Perplexity – AI-Powered Research That Stays Current
  Unlike traditional AI models, Perplexity updates daily, making it a valuable tool for researching market trends, competitor analysis, and travel insights. Liz and Fabienne discuss how it provides reliable, up-to-date information, something crucial for tourism operators making data-driven decisions.
• ChatGPT – The Ultimate AI Marketing Assistant
  Marketing can be overwhelming, but ChatGPT makes it faster and easier. In this episode, Liz Ward walks through a step-by-step method for creating a marketing and social media plan using AI prompts. This approach helps businesses quickly define their USP, customer personas, content strategy, and social media schedules—saving time and ensuring consistency. See below for the prompts to get you started below.

ChatGPT Prompts to Create Your Own Marketing and Social Media Plan

Before you start creating your own content or plans or anything you will rely on in an AI tool like ChatGPT you must commit to using the output ethically and with caution.  Ways to do this are to carefully review, critique and challenge the drafts, and finetune and finetune again.  Ultimately you will still save a lot of time by using AI for content and planning, but you must ensure that the outputs are accurate, support your vision and align with your brand values.

The prompts below have been tested with many tourism business owners in Tourism Tribe’s AI workshops and have proven incredible helpful to them to firstly get familiar with how ChatGPT works, then how to maximise its potential by using it to fill a typical gap in their business, that being a marketing and social media plan.

Prompt 1: I would like to assist [business name] to develop a marketing plan.  To start with I’d like to develop a unique selling proposition. Please review their website including homepage homepage [business website] and suggest a draft unique selling proposition.

Prompt 2: NEEDED IF CHATGPT CAN’T ACCESS WEBSITE Here is some useful copy from the homepage and about page

Prompt 3: Could you suggest an ideal customer persona for this business?

Prompt 4: Now I’d like to develop some content themes for use in digital marketing and social media.  What would you suggest?

Prompt 5: Could you consolidate these down to 5 content themes, but don’t lose the good ideas you’ve suggested.

Prompt 6: Which social media platforms and forms of marketing do you think should be prioritised for this business based on their ideal customer and USP?

Prompt 7: Could you suggest a social media schedule with suggested post ideas based on the content themes and prioritised channels of Facebook and Instagram [and Tiktok if relevant to the target market.]  The staff don’t have a lot of time to do social media, but could commit to two posts per week on the three channels?

Prompt 8: Please expand to include the post formats including Reels and Stories.  Total posts per week would be 2 image or carousel posts, 1 Reel, 1 Story.

Prompt 9: Please put this into a calendar format for me for the month of March 2025.

Prompt 10: I can’t see the formats or calls to action, can you include them in the table as well please?

Prompt 11: Can you create example posts for week 1?

Prompt 12: What hashtags should I use? [remember to prompt it to include key destination #s]

Prompt 13: Please consolidate the final outputs of these prompts into a marketing plan document

The Rise of AI Agents – What’s Next?

AI agents are an exciting but evolving technology. While still in their early stages, they promise greater automation and efficiency. However, Fabienne and Liz emphasise that human oversight is critical—as seen in cases where AI-generated content (like radio ads) contained errors.

We loved this walkthrough of Chat GPT’s operator.

Why AI in Tourism Needs Smart Implementation

As AI continues to develop, accuracy and brand alignment remain key. The episode highlights how AI can streamline workflows, but tourism businesses must carefully review and refine AI-generated content to maintain authenticity and professionalism.

If you haven’t done so, be sure to fill out the AI Survey for Tourism Businesses. You will also find all our free AI resources grouped here