Introducing TourismTribe.AI: Built for Tourism Operators

We want to introduce something we’ve been working on for a while. It’s called TourismTribe.AI and it lives at tourismtribe.ai.

It’s a separate site from this one, built entirely around AI tools made specifically for tourism operators. We’re genuinely excited about it, not because it’s a product launch, but because it’s the thing we kept wishing existed every time we ran a workshop and watched operators leave fired up with nowhere to go with that energy.

This post explains what TourismTribe.AI is, what’s already on it, and why it matters right now for your business.

• What Is TourismTribe.AI?
• Why TourismTribe.AI Is a Separate Website
• Who Built It and What They Know
• What Tourism Businesses Risk If They Don’t Adopt AI
• What’s on TourismTribe.AI Right Now
• TourismTribe.AI and Your Digital Assistance Plan
• Frequently Asked Questions

What Is TourismTribe.AI?

TourismTribe.AI is a suite of AI tools built specifically for tourism operators and destination marketing organisation (DMO) staff. It lives at tourismtribe.ai, a separate website from this one, and it’s where Tourism Tribe’s tools live.

These are not general-purpose AI tools, and not ChatGPT with a tourism label slapped on. They’re built from the ground up for the specific problems operators face: not enough time, not enough content, not enough confidence to keep showing up consistently online.

Right now there are a few tools on the site. Robin turns your rough ideas into polished reel scripts in your own brand voice. Marketing Mate helps you build a content plan if you’ve been winging it. Review Milker takes your Google and TripAdvisor reviews and turns them into content. They are each designed with a specific purpose and used in isolation or combination they will save the operator time and improve their marketing outcomes.

There’s more coming.

The tools are built to be used by tourism people who say they’re “not IT savvy.” No coding. No configuration. No prior AI experience needed. If you can speak a sentence or paste a few notes, you can use them.

Why TourismTribe.AI Is a Separate Website

Tourismtribe.com is where you come to learn. TourismTribe.AI is where you come to do. The separation is deliberate.

The main site is built for education: workshops, coaching, community, and strategy. TourismTribe.AI is our playground. A separate space lets us build and ship tools fast, test them with real operators, and update them without constraints. When a new tool needs to exist, we can build it and put it live without waiting.

Over the years, Liz, the team and I have trained thousands of operators. We’d run a workshop, everyone would leave fired up, and then struggle to implement their new skills. Not because they didn’t care. Because they ran out of time, or confidence, or both. TourismTribe.AI exists to close that gap: somewhere to go when operators are ready to act, and not to sit in another training session.

Who Built It and What They Know

Fab has an IT background, which helped. But the honest version of how TourismTribe.AI got built is this: a lot of late nights, a lot of trial and error, and a lot of starting over when something didn’t work the way an operator would actually use it. AI moves fast. You don’t learn it from a course. You learn it by building things, breaking them, and going again. That’s what we did.

Eighty percent of the underlying technology is proprietary, not because we planned it that way, but because the tools we needed for tourism operators didn’t exist yet. So we built them.

I spent many nights getting to know Claude Code….

Fabienne Wintle, CIO, Tourism Tribe

Liz Ward ran tech organisations in tourism long before Tourism Tribe existed. She managed the build of Queensland’s first destination websites and led the team that created the ATDW (Australian Tourism Data Warehouse). She’s watched Australian tourism navigate every major digital shift since the internet began.

The point isn’t that you need an IT background to use these tools. You don’t. Robin asks you to speak or paste a few notes. That’s the full technical requirement. The point is that we’ve been learning this in real time, the same way you are, and we built the tools we wished existed while we were doing it.

What Tourism Businesses Risk If They Don’t Adopt AI

The risk goes well beyond missing a few social media posts.

Research from 2025 shows 68% of small businesses now use AI in some capacity (US Chamber of Commerce and Teneo survey). Among those using it, 91% report it directly boosts their revenue. The businesses not using it are competing against operators who respond faster, show up more consistently, and produce better content with less effort.

The gap is widening. Only 3–4% of small businesses use AI as a proper production tool, compared to 25% of the largest companies. The chains and big operators are moving. The time to close that gap is now, not in two years when their habits are formed and their content libraries are built.

There’s also a staffing dimension most operators haven’t considered yet. Research shows talent gravitates toward organisations using current technology. Businesses seen as behind on digital are finding it harder to attract and keep staff, particularly younger team members.

The data makes it concrete. Operators who delay will compete against businesses with faster response times, more content, better search visibility, and stronger teams. The gap compounds every month.

What’s on TourismTribe.AI Right Now

A number of tools are live at TourismTribe.AI. All solve the same core problem: you have rough ideas, real experiences, and happy guests, but no time to turn any of that into content.

Robin

You speak or paste a rough idea, a guest comment, a highlight from a tour, a few notes from a busy week. Robin turns it into a polished reel script in your brand voice. It learns how you write. It scores every script on voice, hook, and call to action before outputting anything. Formats include Quick Reels, Reel Scripts, Carousels, LinkedIn posts, and full blog posts.

Marketing Mate

For operators who’ve been winging their marketing and want a proper foundation. Marketing Mate walks you through building your ideal customer personas, choosing your content themes, and mapping out a four-week social media plan. Start here if you’re not sure what to post or who you’re posting for.

Review Milker

Your guests are already writing good things about your business on Google and TripAdvisor. Review Milker repurposes those reviews into fresh content, so the words your happiest guests used are doing more work for you.

TourismTribe.AI and Your Digital Assistance Plan

If you’re already a Digital Assistance Plan member, TourismTribe.AI is part of where we’re heading together. Our twice-monthly sessions have always focused on helping operators use AI tools better and faster. That now includes the TourismTribe.AI tools. You’re not figuring out Robin or Marketing Mate on your own. We walk through them together, answer your questions in real time, and help you get output that works for your actual business.

We’re working out exactly how the tools will be incorporated into the plan. What members can count on: you’ll always have early access and a seat at the table as the tools develop.

Frequently Asked Questions