Real Results from Logan’s Tourism Digital Improvement Program

Could your local tourism operators be doing more with digital? Logan City Council thought so and took action when it identified a clear opportunity to support its visitor economy by helping local tourism operators improve their digital skills and confidence. In partnership with Tourism Tribe, they designed and delivered a targeted tourism digital support program for 25 businesses across Logan’s tourism, food and experience sectors.

This blog outlines what was included in the program, the outcomes that were achieved, and what councils and industry bodies can take from the experience.

What Was the Logan Business Digital Improvement Program?

The Logan Tourism Business Digital Improvement Program ran over three months in 2024 and was jointly funded through the Commonwealth-State Disaster Recovery Funding Arrangements (DRFA).

The goal: to develop the confidence and skills of Logan business operators so they can in turn support the growth of Logan as an emerging tourism destination.

Tourism Tribe delivered the program in collaboration with Logan City Council. Participants were guided through a structured learning and support pathway designed specifically for small businesses in the visitor economy. The approach combined training, personalised advice, peer learning, and access to digital tools and courses.

Who Participated

25 Logan-based businesses took part, including:

• Attractions and experience providers
• Food and beverage businesses
• Tourism services and accommodation providers
• A tourism-aligned education and training organisation

The program attracted a mix of digital skill levels and business types. Participation was strong throughout, with high engagement across workshops and coaching sessions.

What the Program Included

Each element of the program was designed to meet businesses where they were at, building digital confidence and improving performance step by step.

Digital Engagement Health Check™

Every participating business received a detailed audit of their digital presence, covering their website, Google Business Profile, Tripadvisor, Instagram, and Facebook. A Tourism Tribe strategists reviewed each digital asset and produced actionable insights and recommendations tailored to each business in the form a report.

The most engaged participants received a second Health Check at the end of the program allowing them to track their improvements and receive an updated report.

One-on-One Coaching

Two private coaching sessions were delivered for each business. These sessions focused on the specific needs and goals of each operator — whether that was writing better content, understanding analytics, fixing SEO issues, or choosing the right tools. The coaching drew on each business’s Health Check results and helped them focus on their highest-value priorities.

In-Person Workshops

Three in-person workshops were delivered in Logan and developed specifically for this program based on the findings of the participant’s initial Health Checks:

• Show Up and Shine Online: Topics – Consumer and digital trends, Google ranking, Best of Queensland Experiences alignment, SEO fundamentals, cyber safety, and using your Health Check effectively.
• Streamline Your Social Media Strategy: Topics – Social media planning, current trends, content themes, scheduling tools, repurposing and audience engagement.
• Maximise Your Imagery and Video Content: Topics: Canva editing, using AI in content creation, video editing, creating and managing a YouTube channel, and visual brand consistency.

Each session was practical and hands-on, focused on tools and actions that businesses could implement immediately.

Digital Assistance Plans

To support businesses through the program they were provided with continual online support in the form of Tourism Tribe’s Digital Assistance Plans which includes Tourism Tech Sessions and the Online Course Library.

Tourism Tech Sessions

Twice monthly live group calls provide a space for Tourism Tribe experts to update participants on current topics and new developments in the tourism technology arena and also provides an opportunity for participants to ask questions, learn from others, and maintain momentum between workshops. These sessions built a sense of connection and made space for open conversations about challenges and wins.

Online Course Library

Participants had full access to Tourism Tribe’s online course library, including the Digital Champions 101 course – a self-paced program designed for tourism operators who are new to digital or working without in-house expertise. Topics include AI, social media, websites, SEO, online sales and review platforms and more.

Outcomes

The second round of Digital Engagement Health Checks showed measurable improvements across almost all participants.

• The average digital score increased by 5.6 points
• 32% of participants improved their score by more than 10%
• 15% saw improvements over 30%
• One operator more than doubled their score, moving from a very low baseline to a significantly stronger position

The strongest areas of improvement were in:

• Website content and structure
• Tripadvisor profile management
• Instagram engagement and visual quality
• Google Business Profile completeness

These improvements support better visibility in search and AI tools, clearer messaging, and increased credibility with potential customers.

What Participants Said

Asked if they would recommend the program to a friend, here is what participants said:

“Most definitely, perfect for small local businesses”

Distillery Road Markets

The feedback from Logan businesses was overwhelmingly positive. After the workshops, 97% of participants said they were satisfied or very satisfied with the sessions.

Many commented on how helpful it was to receive tailored advice rather than generic tips, and appreciated the opportunity to ask specific questions in both coaching calls and workshops.

Reflections and Recommendations

Programs like this one work best when they combine structured training with flexibility. Businesses had access to resources they could use in their own time, but also received regular support and motivation through coaching and workshops.

Some key takeaways for other councils and tourism organisations include:

• Segment content for different skill levels — beginner and intermediate streams allow content to be more targetted to the operators current skill level
• Measure progress — before-and-after assessments keep everyone focused and demonstrate outcomes
• Provide both self-paced and live learning — the mix helps businesses stay engaged while working around their operational demands
• Provide both group and 1:1 opportunities for support — frameworks of knowledge are best built in group settings complimented with 1:1 coaching to bridge individual gaps in knowledge and solve business specific challenges

Want to Deliver Something Similar?

Tourism Tribe works with local governments, industry bodies and tourism organisations – local, regional and national – to deliver programs like this across Australia and the world. If you’re looking to support small tourism businesses in your area with practical, measurable digital training — we’d be happy to chat.

View our current and past programs or Learn more on our Industry Training page. When you’re ready contact us by filling out the form at the the industry training page.

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