Granite Belt Winery and Tourism Operators Take on Social Media in the Age of AI and Boosted their Digital Skills

Tourism Tribe’s Social Media in the Age of AI workshop series brought together enthusiastic Granite Belt winery and tourism operators to take their digital presence to the next level and learn to integrate practical, AI-powered tools into their workflow. With a unique blend of strategy, introduction to new tools and hands-on video skills, the program delivered real-world impact for 14 local businesses. Here’s how.

A Program Tailored for the Granite Belt

With a strong and growing tourism sector, the Granite Belt is known for its boutique wineries, food producers, and accommodation operators who pour their hearts into their businesses. However, many operators face common challenges when it comes to marketing: limited time, limited resources, and a rapidly changing digital landscape.

The Social Media in the Age of AI workshop series was designed to address exactly that. Tourism Tribe partnered with local organiser, Granite Belt Wine and Tourism, to deliver a practical, in-person learning experience that made digital marketing feel achievable, and even enjoyable, for small business owners.

The Workshop Series at a Glance

Delivered across three in-person sessions in August and September 2025, the program focused on building practical digital skills and confidence in the new AI-powered world.

Workshop 1: Strategy to Scheduling

• Developed brand-aligned content strategies
• Defined key content pillars and ideal customer personas
• Introduced Notion for content planning
• Explored the value and risks of AI tools like ChatGPT

Workshop 2: Reels, Imagery & Smarter Links

• Taught hands-on phone photography and video editing with CapCut
• Demonstrated smarter linking tools (e.g. Linktree, direct product links)
• Created content in real-time using existing brand assets
• Covered multi-platform posting and repurposing strategies

Workshop 3: Your Brand in Action

• Helped businesses launch real campaigns using their new skills
• Encouraged ethical and authentic AI content creation
• Provided direct feedback on campaign ideas
• Focused on scheduling, engagement, and content refinement

Participant Highlights & Positive Outcomes

The feedback received from program participants was overwhelmingly positive. Of the 18 feedback entries received after workshops 100% said that they would recommend this training to a friend.

While each business approached the training with different goals, all participants walked away with new confidence, tools, and direction. Some highlights included:

• Launching Instagram Reels and TikTok accounts
• Using AI tools to clarify brand values and tone of voice
• Planning cross-platform campaigns with strong visual storytelling
• Finally implementing long-deferred tools like Meta Business Suite
• Editing videos with CapCut and scripting with support from ChatGPT
• Showing their faces and personal stories in content for the first time

“I’ve been inspired and energised to do things that once felt too hard… I’m planning content that reflects our brand values and adds real value to our customers.” Kaili, Winery Owner

“CapCut has been amazing… I finally feel confident to edit videos and create Reels.” Sue, Boutique Wine Producer

“We’re putting ourselves out there now. For the first time, we’re in front of the camera, telling our story.” Lizzie, Accommodation + Winery Operator

This Kind of Training Matters More Than Ever for Businesses to Stay Visible

The digital world is shifting fast. AI tools are becoming more integrated into social platforms. Algorithms are prioritising video. Customer expectations around brand authenticity are rising. Tourism operators can’t afford to fall behind.

Programs like this one give operators the space to pause, learn and plan. They fill the gap between good intentions and practical action. And they do so in a way that meets operators where they’re at.

With guidance, structure, and support, businesses leave ready to:

• Retain bookings through stronger messaging and visibility
• Manage communications across multiple channels
• Return to market faster after periods of disruption

Want to Run a Program Like This in Your Region?

Tourism Tribe delivers tailored training for councils, DMOs and industry associations across Australia and internationally. We customise the content, delivery mode and support model to suit your local needs, business types and strategic priorities.

Explore our past programs or visit our Industry Training page. If you’d like to talk about a tailored approach for your region, fill out the form at the bottom of the Industry Training page or email help@tourismtribe.com – we’d love to help.

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