Unlock the Power of AI in Your Tourism Business: Operators in Destination Country and Outback New South Wales Did Just That

Artificial Intelligence (AI) is already reshaping how travellers discover, plan, and book their holidays and forward-thinking regions like Country and Outback NSW aren’t sitting still. In a rapidly changing digital landscape, Destination Country and Outback NSW (DCONSW) partnered with Tourism Tribe to deliver Unlock the Power of AI in Your Tourism Business, a practical and inspiring two-part AI training series tailored for tourism operators.

Unlocking AI for Real-World Tourism

The Unlock the Power of AI in Your Tourism Business program was developed to make AI accessible and relevant to tourism operators across the Country & Outback NSW region. With two live online workshops delivered by Tourism Tribe’s Liz Ward, the program took participants from curiosity to confident implementation in just two weeks.

Importantly, it wasn’t just about learning tech for tech’s sake. It was about showing operators how to:

• Save time
• Improve their marketing
• Boost productivity

And it hit the mark: the program received a 100% satisfaction rating from Destination Country and Outback NSW.

“Superbly delivered, incredible content and detail with fantastic hands-on examples and tuition, thank you so much for delivering these AI workshops for us. 100% satisfaction rating from all of us!”
Lucy White, General Manager, Destination Country and Outback NSW

Workshop Overview

Session 1: The Strategic Side of AI

Participants were introduced to:

• What AI really is (and isn’t)
• The role of AI in tourism marketing and business ops
• How AI is already shaping travel search and consumer behaviour
• Examples of AI being used effectively by small and large tourism brands

Session 2: AI Tools in Action

This was the hands-on, practical workshop where operators:

• Used ChatGPT to write blog posts, social captions and itineraries
• Discovered how to batch-create content with Canva Magic tools
• Built simple SOPs (Standard Operating Procedures) with AI
• Learned tips to avoid AI-generated misinformation
• Explored how to improve visibility in AI-driven search

Participants left with practical knowledge and templates they could start using straight away in their own businesses.

Why Regional Tourism Can’t Afford to Wait

AI isn’t a trend that’s going to go away, it is already firmly embedded in how travellers are finding and booking their trips. Over 40% of consumers now use AI tools like ChatGPT or Google Gemini to plan holidays and this proportion of the population is only going to grow in the coming years as AI tools become more and more mainstream. If your business isn’t discoverable in those environments, you’re missing opportunities.

Regional tourism operators are often stretched thin and AI can level the playing field by:

• Automating repetitive marketing tasks
• Creating content quickly (even with limited visuals or time)
• Streamlining customer service
• Helping small teams feel like big teams

This program highlighted the fact that with the right guidance, regional operators can absolutely adopt these tools, even those without a tech background. Adopting AI early will help businesses to stay ahead of the curve instead of playing catch up as well as enabling them to benefit earlier from this incredible time-saving tool, helping them to work smarter, not harder.

What Participants Walked Away With

• Confidence to use ChatGPT and Canva AI tools without fear or overwhelm
• Templates and processes to reuse for blog writing, customer communication and social media
• Awareness of how AI search is changing visibility and the importance of updating their websites with GEO in mind (GEO = Generative Engine Optimisation – learn more here)
• Motivation to try new things, plan content in advance, and take control of their marketing

Thinking your Region Needs to Run Something Similar?

This program proved that:

• AI education can be simple, relevant and immediately usable
• Regional operators value learning that’s both strategic and hands-on
• Big change is possible in short, focused bursts

Whether your goal is upskilling, industry resilience, or digital transformation, a tailored AI workshop series like this one can make a lasting impact. Visit our past programs or visit our Industry Training page to learn about other programs that we can run for you. 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 to start the discussion.

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