Our coaching team
Meet our tourism business coaches
Our experienced team of specialist coaches have helped thousands of tourism operators across Australia grow their businesses through practical, hands-on digital marketing and business strategy support.
19 years
in tourism
5,000+
operators coached
5-star
reviews
5
specialist coaches
The team
Five coaches. Decades of experience.
Each of our coaches brings a unique set of skills and deep tourism industry knowledge. Based in Queensland, we work with operators right across Australia.
Liz Ward
Founder and CEO
Brisbane, Queensland
“I love to find out the passion and values that my client has for their business…what’s their why? It’s an excellent place to start for building out a plan and developing a marketing strategy that attracts the person who is their ideal customer who can connect with their passions and values.”
Liz is one of the founders behind Tourism Tribe and is a committed advocate for innovation in marketing. She is a recognised expert in strategy with 25 years’ experience working with large and small businesses, specialising in business strategy and digital transformation. As a coach, Liz has a great mind for big-picture-thinking, helping tourism operators to get a clear scope of their objectives, their ideal customers and their opportunities. Liz has pioneered many first-time digital transformation initiatives that have had lasting impacts including starting up the Australian Tourism Data Warehouse (ATDW) and being its CEO for over ten years.
Areas of expertise
ATDW, Award submissions, Blogging, Business planning, Canva, Collaborations, Content planning, Digital transformation, Facebook, Google My Business, Grant submissions, Instagram, Local search, Marketing planning, Online reputation management, Search engines, SEO, Social media scheduling, Software, Target market planning, TripAdvisor
Fabienne Wintle
Founder and CIO
Agnes Water, Queensland
“Fabienne Wintle is a leading digital strategist and co-founder of Tourism Tribe, known for empowering tourism businesses with practical, no-jargon digital skills.”
Fabie is one of the founders of Tourism Tribe and has developed some of the best performing customer-facing websites and digital coaching programs in the tourism industry. She is a digital strategist who excels in her field of empowering business owners and their staff to make the most of digital technology in their business ventures. She is an advocate for digital self-sufficiency within businesses and her hands-on approach has enabled thousands of small and large business owners with the tools and knowledge to make a living from doing what they love.
Areas of expertise
E-commerce, Websites, Active Campaign, Award submissions, Branding, Business planning, Canva, Cash flow planning, Collaborations, Digital transformation, Email marketing, Facebook, Facebook Ads, Google Ads, Google My Business, Google Sheets, Google Workspace, Grant submissions, HubSpot, Instagram, Instagram Ads, Lead magnets, LinkedIn Ads, Local search, Mailchimp, Mailerlite, Marketing planning, Pinterest, Revenue generation, Search engines, SEO, Shopify, Social media, Software, Target market planning, WooCommerce, WordPress, YouTube
Claire McCollum
Coach and Strategist
Agnes Water, Queensland
“I love the tourism Industry as most people are working in a dream job they have created for themselves. So I find I meet with such passionate business owners that are really dedicated to delivering excellent customer service and want to provide a quality product.”
Claire is Tourism Tribe’s Coach and Digital Strategist. She has extensive experience in the tourism industry working for tour and accommodation operators in guiding and marketing roles and now provides confidence and capability building to tourism operators through training and coaching. A major part of Claire’s role is to work with clients to develop content marketing strategies, blog updates and social media plans. With having spent her working life in the travel industry, Claire has extensive experience with understanding the customer journey from all facets.
Areas of expertise
AI, ATDW, Blogging, Booking systems, Business automation, Canva, Content planning, E-commerce, Email marketing, Facebook, Google My Business, Instagram, Lead magnets, Local search, Mailerlite, Online reputation management, Search engines, SEO, Social media scheduling, Software, TripAdvisor, UX, Video, Wix, YouTube, Zapier
Julia Retson
Operations Manager
Agnes Water, Queensland
“Julia Retson is Tourism Tribe’s Operations Manager, combining tech smarts with streamlined systems to keep everything running smoothly and support tourism businesses to thrive.”
Julia is Tourism Tribe’s Operations Manager, supporting tourism businesses through systematic tech solutions.
Areas of expertise
E-commerce, Websites, Active Campaign, Branding, Canva, Email marketing, Google Sheets, Google Workspace, HubSpot, Lead magnets, Mailchimp, Mailerlite, Software, WooCommerce, WordPress
Sam Ward
Coach
Brisbane, Queensland
“I love seeing people succeed, particularly when they didn’t think they were capable.”
Sam discovered a passion for coaching in with work with elite athletes in the world of tennis. Sam then switched gears, swapping the racquet for a spreadsheet when he earned his degree in accounting and began working for a large financial organisation and then later became a co-founder of his own business. He is passionate about developing and growing products and processes for start-ups and small businesses. Through his mentoring approach, he elicits business creativity using lean canvas processes to flesh out the economic value of a goal and helping others thrive through coaching and achieving milestones.
Areas of expertise
Business planning, AI, ATDW, Blogging, Business plans, Canva, Cash flow planning, Content planning, Digital transformation, Facebook, Google My Business, Instagram, Local search, Marketing planning, Online reputation management, Search engines, SEO, Social media scheduling, Software, Target market planning, TripAdvisor, Video
How it works
Coaching tailored to you
Every coaching session is tailored to your business. We start by understanding your goals, then match you with the right coach for your needs.
1
Tell us your goals
Share where your business is at and what you want to achieve. Whether it’s more bookings, better SEO, or a clearer marketing plan, we’ll listen first.
2
Get matched with a coach
We’ll pair you with the coach whose skills and experience best fit your needs. You can also request a specific coach if you prefer.
3
Start making progress
Your coach works with you hands-on to build skills, fix issues, and create a clear path forward. You’ll leave every session with practical next steps.
Frequently asked questions
Common questions about tourism coaching
What is a tourism business coach?
A tourism business coach is a digital specialist who works one-on-one with tourism operators to improve their online presence, marketing, and business systems. At Tourism Tribe, our coaches have deep experience in the tourism industry and specialise in practical, hands-on support across areas like SEO, social media, website optimisation, Google Business Profile, email marketing, and AI tools.
How do Tourism Tribe coaching sessions work?
Each session is conducted online via Google Meet or Zoom. Before your session, you’ll outline your goals and the areas you’d like to focus on. Your coach will work with you hands-on, sharing screens, fixing issues in real time, and providing a written summary of recommendations and next steps after each session.
Can I choose which coach I work with?
Yes. You can request a specific coach when booking, or we can match you with the coach whose skills best fit your needs. All our coaches have different strengths and specialties.
What topics can a tourism business coach help with?
Our coaches cover a wide range of digital marketing and business topics including SEO, local search, Google Business Profile, social media strategy, content planning, email marketing, website optimisation, AI tools, online reputation management, booking systems, accessibility, and business planning.
How much does tourism business coaching cost?
Coaching is available as individual sessions or as part of our Digital Assistance Plans. Contact us for current pricing and to discuss which option suits your business.
Do you offer coaching for groups or just individuals?
Both. We offer private one-on-one coaching sessions as well as group training programs for tourism organisations, councils, and industry bodies. Group programs can be tailored to your region’s specific needs.
Get started
Ready to work with a tourism coach?
Whether you need help with your digital marketing, business strategy, or just want a clear plan to get more bookings, our team is here to help.