Claire McCollum is Tourism Tribe’s Coach and Digital Strategist, known for her practical approach and deep understanding of how travellers discover, book, and experience tourism products. With a career spanning guiding, marketing, management, and strategic advisory roles across tour and accommodation operations, Claire helps tourism businesses bridge the gap between strategy and action.
Through her work with Tourism Tribe, Claire delivers one-on-one coaching, digital advisory sessions, and business improvement programs that help operators strengthen their online presence, develop effective marketing strategies, and build confidence with digital tools. Her approach is grounded in real-world tourism experience and focused on measurable outcomes.
Claire’s hands-on experience includes guiding extended tours in Kakadu and the Kimberley, and seven years managing marketing and business operations for a Queensland accommodation business, where she successfully transitioned all systems to digital platforms—boosting efficiency, sales, and flexibility.
She has served as a judge for the Tourism NT Brolga Awards (2023–2024) and continues to play a key role in supporting operators through Tourism Tribe’s national digital transformation initiatives.
Widely travelled and industry-savvy, Claire brings both expertise and empathy to every business she supports.
We show you where to start when it comes to making your tourism business accessible for people with a disability.
A positive online reputation is the absolute foundation of successfully marketing your business. Potential guests will use your online reviews to gauge the quality of your services and make decisions based on what others say and how you present yourself online.
Due to the time constraints that many business owners face, networking events are often overlooked. However, attending a networking event is a great way to meet like-minded businesses, get your business known in the community, and look for ways to collaborate and add value to other businesses that complement yours.
Our 5 step actionable guide that will help you update your TripAdvisor listing to uphold best practice examples.
How can a small business efficiently plan for their Social Media channels? Below we share a few handy ideas tips and tricks to help you minimise your time planning, sourcing and posting content for Facebook and Instagram and maximise your results.
