WordPress websites built for tourism. Built to perform.
We build, rebuild, and fix WordPress websites for tourism operators across Australia. Every site is crafted in-house, optimised for Google and AI search, and designed so you can manage it yourself.
I don’t hand-code websites anymore. The playbook our AI agents follow to build your tourism website holds over 25 years of web development know-how. Once your site is live, we hand that playbook to you, so your own AI looks after it. You never wait on a developer to change a word.Fabienne Wintle Co-Founder, Tourism Tribe
Websites for every type of tourism business
From boutique accommodations to adventure tours, we understand what tourism operators need from their websites. Here are some of the businesses we work with.
Accommodation
Hotels, motels, holiday parks, B&Bs, and self-contained villas. Booking integration and guest compendiums.
Tours and Experiences
Walking tours, boat cruises, adventure operators. Custom booking systems, itinerary pages, and availability calendars.
Attractions
Theme parks, museums, galleries, and cultural centres. Event calendars, ticket integration, and interactive content.
Food, Wine and Retail
Cideries, cellar doors, farm gates. WooCommerce shops, product catalogues, and online ordering.
What we do
- New websites for new and growing tourism businesses
- WordPress rebuilds and page builder updates
- Fixing broken and underperforming sites (DIY or built by third parties)
- Migrations from Wix, Squarespace, Joomla, and other platforms
- AI visibility optimisation using schema, Q&A formatting, and smart content structure
- Email marketing, CRM, and booking system integration
- Performance and security improvements
- WordPress hosting and care packages on fast Australian servers
We don’t outsource. Every site is crafted in-house.
We take on a limited number of builds at a time to maintain quality. Get in touch early to secure a spot in our schedule.
If your site is staying on Squarespace, Wix, or Shopify, we can still help you optimise for AI visibility, local SEO, and conversion.
Book a free consultHow we build now
Built with AI. Run by you.
We don’t hand-code websites anymore. Our AI follows best practice for tourism websites and AI search. Your AI knows your business. We put the two together, then hand you the controls.
Brief
Your AI writes the brief
Tell your own AI you’re getting a new website and ask it to question you. Two hours of answers gives us a sharper brief than any form.
Build
Content from your own material
Brochures, reviews, past trade emails and tour notes become the words on the page. We build one tour page in full, then give you the AI instructions to make the rest. That keeps the price down.
Connect
Linked to your bookings
You keep your booking system. We link every tour page to it. If your system has an API, we add live availability to the page. A chat that answers guests from your website content is an option too.
Run
Run by your AI
Want a video gallery or a new tour page? Ask your AI. We added the YouTube gallery on our own site in 10 minutes. A developer quote for that used to run into thousands. We stay on as advisers when you want us.
Next
Ready for AI agents that book
Soon a traveller will ask their AI assistant to plan a trip, and it will book and pay with Apple or Google Wallet. No person on either side. Those agents will need features nobody has defined yet. We build your site so your AI adds them as they arrive.
AI-friendly websites
Built so AI tools recommend you
Small-group wildlife tour near Brisbane this Saturday?
Checking tour websites…
AI reads tourism websites, then recommends the ones it understands. Here is what it checks, in order. Flip each card to test your own site.
0 of 6 checked
01
The right bots let in
Training crawlers, retrieval bots and agent bots do three different jobs. Block the wrong one and AI stops recommending you.
Check yours
Open yoursite.com/robots.txt. If OAI-SearchBot or PerplexityBot sits under Disallow, those AI tools are locked out.
02
One page for each experience
AI tools recommend pages. Each tour, room type or package gets its own page with its own facts.
Check yours
List your tours. Does each one have its own web address? If three tours share one page, AI struggles to recommend any of them.
03
Facts written as text
Prices, durations, pickup points and award names go on the page as text. AI quotes text. It often skips what sits inside images and PDFs.
Check yours
Open a tour page and search it for your price (Ctrl+F or Cmd+F). No match means the price sits in an image or PDF.
04
Schema on every page
Schema markup tells AI what you sell, what it costs and where you are. We set it up in Rank Math for each tour, room or attraction.
Check yours
Paste a tour page into Google’s Rich Results Test. If it finds no items, AI gets no labels for that page.
05
A hub for your region
Articles about your region, written from your own knowledge, make your site the local expert. Each one carries the headings, links and schema AI looks for.
Check yours
Ask ChatGPT a question about your area, such as the best month for whale watching. Does it cite your website? If not, that is your next article.
06
Content gaps found for you
AI reads your Search Console data and your competitors’ pages. It lists what travellers ask that your site doesn’t answer, then drafts the missing pages.
Check yours
In Search Console, open Performance, then Queries. Look for questions travellers type that no page on your site answers.
Six checks done.
Want the full picture? Our free scan scores three pages of your site in eight categories and emails you the top fixes.
Real websites for real tourism businesses
Here’s a snapshot of some of the websites we’ve worked on in recent years. From complete builds to thoughtful refreshes and behind-the-scenes fixes.
Live site
Club Boutique Hotel
The site looked the part but ran on old tech the hotel team struggled to manage. We rebuilt it underneath on a custom block theme and kept the look guests knew. Added schema for rooms, dining and the day spa, and booking buttons linked to RMS.
Live site
The Rocks Walking Tours
Sydney’s oldest walking tour company had a site on old, hard-to-manage tech. We rebuilt it behind the scenes and kept the front end guests already knew, with FareHarbor bookings on every tour, an FAQ structured for AI search and FluentCRM for email.
Live site
Shantara Resort Port Douglas
The resort’s site sat on an old, locked-down setup the owners struggled to manage. We moved it to our servers and rebuilt it underneath with the front end largely unchanged. Then rebuilt the booking search and relaunched with clean schema.
After
Hover to see before
Melbourne Cable Park
Restructured the WordPress backend for better usability, modernised the design, and integrated Roller checkout for faster online bookings.
Faster, easier-to-manage site that improves conversion from visitors to bookings.
After
Hover to see before
Luxury Kimberley Cruises
Complete site restructuring to transform a static site into a dynamic, easy-to-manage platform for vessels and itineraries. Integrated Calendly for lead capture and delivered hands-on training.
Modern, efficient site that’s simpler to update and ready for AI optimisation and growth.
After
Hover to see before
International ParkTours
Migrated from Joomla to WordPress. Designed a custom booking system in Gravity Forms, linked to tour availability, synced with Google Sheets, and integrated Stripe for deposits.
Complete control of content and bookings with a strong foundation for AI optimisation.
After
Hover to see before
1770 LARC! Tours
Transformation from a restrictive WP Bakery setup to a clean, flexible build. Introduced FAQs, review schema, and proper heading structures for AI and SEO visibility.
Faster, fully AI-ready website delivered through a stress-free process.
After
Hover to see before
Tom Curtain
Full website rebuild replacing an overly complex backend. Rebuilt WooCommerce with Australia Post integration, developed dynamic tour pages backed by Google Sheets, and simplified all workflows.
Efficient, scalable, performance-driven site that continues to grow with the business.
After
Hover to see before
Murray River Paddlesteamers
Evolved a well-built in-house site into a high-performing platform. Modernised design, simplified navigation, created a lead-capture system, and replaced Mailchimp with FluentCRM.
Professional, secure, conversion-focused website that keeps delivering results.
After
Hover to see before
Villa Mirasol Motor Inn
Emergency recovery after the original developer disappeared. Stabilised the site, simplified editing for staff, built a blog as a digital guest compendium, and added AI schema and FAQ structuring.
Stable, easy-to-update site that acts as both digital concierge and local SEO tool.
After
Hover to see before
1770 Getaway Villas
Replaced an outdated website builder with WordPress, aligned the site with refreshed print design, implemented a blog as a guest welcome page, and transitioned to Google Workspace.
Transformed digital presence improving visibility and capturing the warm, personal feel of the experience.
After
Hover to see before
Lonsdale Palms
After being let down by multiple developers, the client needed a fresh start. We rebuilt the site with a transparent structure, restored full admin access, and provided one-on-one training.
Reliable, easy-to-manage website giving the owner complete control and peace of mind.
After
Hover to see before
Daylesford Cider
Complete modernisation from a 2005-era theme. Structured and categorised all products for WooCommerce, delivered a design refresh within a modest budget, and trained the team for independence.
Modern site reflecting quality while giving the team independence to manage and grow.
8
categories scored
Free check
How well does AI read your website?
We scan three pages of your site and score them in eight categories, from structured data to booking. You get a grade, a score out of 100 and up to three top fixes by email. No login and nothing to install.
From first conversation to launch day
Every project follows a clear, structured process. You’ll know what’s happening at every stage, and you’ll never be left guessing.
Discovery
We review your current site, understand your goals, and identify what needs to happen. Free 15-minute consult with Fabienne.
Plan
We scope the project, outline deliverables, and agree on timelines and pricing. No surprises, no hidden costs.
Build
We build or rebuild your site on a staging environment. You review progress and give feedback before anything goes live.
Launch
Final checks, speed optimisation, SEO setup, and schema implementation. Your site goes live with everything in place.
Support
Hands-on training so you can manage your site confidently. Optional ongoing hosting, maintenance, and Digital Direction plans.
Built with tools that matter
We use proven, open-source technology and pair it with AI-accelerated development to deliver more features per dollar. No proprietary lock-ins.
WordPress
The world’s most popular CMS. Open-source, extensible, and backed by a massive community. You own your site, your data, and your content.
WooCommerce
Online shops, product catalogues, subscriptions, and digital products. Integrated with Australia Post, Stripe, and your existing payment systems.
AI-Accelerated Development
We use Claude Code and AI tools to accelerate development. This means more features, faster turnaround, and better value for your investment.
Google & AI Search Ready
Schema markup, FAQ structuring, Q&A formatting, and content architecture designed for Google, AI overviews, and voice assistants.
Australian Hosting
Managed servers based in Sydney. Fast load times for Australian visitors, daily backups, security hardening, and uptime monitoring included.
FluentCRM & Integrations
Email marketing automation built into WordPress. No more Mailchimp fees. Plus Gravity Forms, WP Fusion, Stripe, Google Sheets, and more.
Real feedback from real operators
“Fabi and the entire team at Tourism Tribe are beyond brilliant. The value they have created for our business is enormous. We are constantly impressed by the breadth of their knowledge but most importantly they know how to use this to create and deliver value in real business terms.”
“I cannot express enough how transformative Tourism Tribe has been for my business. In just one hour, their WordPress expert conducted a full review of our site, identified and fixed issues, and configured Elementor properly. Their team was insightful, genuinely interested in our success, and provided practical, tailored advice.”
“After being let down by multiple developers and locked out of my own website, Tourism Tribe gave me a fresh start. They rebuilt my site with a transparent structure, gave me full access, and trained me to manage it myself. I finally have a website I can rely on.”
“Tourism Tribe didn’t just build us a website. They understood our business, built systems that work for how we actually operate, and taught us how to maintain everything ourselves. The ongoing support through the Digital Direction plan keeps us on track.”
“The whole project just went smoothly. Tourism Tribe swapped out our old editor for something we could actually use, tidied up the design while they were at it, and sorted our Google Workspace subscription that had been tied up with a former web agency. We finally had the right access to our own tools. It was the kind of help where you walk away feeling like everything just works.”
Transparent pricing. No surprises.
Every project is scoped individually based on your site’s size and complexity. Here are the starting points.
New Website Build
- Custom WordPress design and build
- Mobile responsive and speed optimised
- Google and AI search optimisation
- Booking and payment integration
- Hands-on training included
- Schema markup for AI visibility
Smaller Jobs and Fixes
- Fix broken or underperforming sites
- Plugin and builder updates
- Performance and security improvements
- Email marketing setup (FluentCRM)
- WooCommerce troubleshooting
- Purchase hours as needed, no lock-in
Fast, secure Australian hosting
WordPress websites need specific hosting configuration. Shared hosting or cheap hosting will not cut it. We set you up on our managed Australian server based in Sydney. Your website loads fast and stays protected.
- Daily site and database backups to a third-party location
- Weekly updates to plugins, themes, and WordPress core
- Security hardening to prevent cyber attacks
- Uptime monitoring with instant notifications
- Page caching for faster page loads
- Cloudflare integration for extra speed and protection
The tools we know inside out
We are WordPress specialists and provide unbiased advice and support. We can train you in any plugin you use, fix usability and design issues, or rebuild and streamline sites that have been neglected.
- Elementor and Elementor Pro, Gutenberg
- WP Fusion for membership and course access
- FunnelKit and FluentCRM for email marketing automation
- WooCommerce and WooCommerce Subscriptions
- Automator (like Zapier but without the monthly fee)
- Gravity Forms and Gravity Wiz
- LearnDash for online courses
- Custom PHP development and integrations
Does this describe your situation?
Your WordPress site feels clunky in the backend or loads slowly. You’re not sure if you’ve got the right setup. Your theme seems OK but you want to do things and don’t know how.
You know you can do email marketing on WordPress instead of paying Mailchimp every month, but you don’t know how to go about it.
Your WooCommerce shop isn’t converting, or the shopping experience just doesn’t feel right.
Let’s talk about itNot after a new website?
Other ways we help
Already have a site you like? Keep it growing with a plan, learn to run it yourself, or book an hour or two for a fix.
From $170/month
Digital Direction Plan
Your site is live and you want it to keep climbing. Quarterly strategy meetings, monthly monitoring and optional hands-on hours.
From $89/month
AI Enablement Plan
Run your own website and marketing with AI. Fortnightly live sessions, the full course library and an expert hotline.
From $150 for 30 minutes
Tech Support Hours
A quick fix or a small change, with no ongoing commitment.
From the blog
More on websites AI understands
FAQ
Questions about AI-friendly websites
What is an AI-friendly website?
A website that AI tools read, understand and quote. Each experience has its own page. Prices, times and locations sit on the page as text. Schema markup tells AI what you sell and where you are. And the bots that fetch answers for ChatGPT and Gemini reach your pages.
Do I need a developer to update my website?
Not for everyday changes. We build your site so your own AI edits it: new tour pages, new wording, a video gallery. We hand over the instructions our AI used and train your team. We stay on call for bigger work.
What is agent commerce?
A traveller’s AI assistant researches a trip, then books and pays for it. The traveller never opens your website. Google’s Universal Cart moves checkout inside Search. Your site needs clear facts, schema and a booking system those agents reach.
Will a new website get my business recommended by ChatGPT?
No website guarantees that. AI tools also draw on OTAs, your Google Business Profile and reviews. A clear website gives them accurate facts from you, in your words. Without it, they rely on everyone else’s version.
Do I need a rebuild to make my WordPress site AI-friendly?
Not always. Many sites need schema, clearer page structure and FAQs, not a new design. We do that work through Tech Support Hours, from $150 for 30 minutes. A rebuild makes sense when the site is slow, locked down or hard for AI to edit.
Do you work on Wix, Squarespace or Shopify sites?
We build on WordPress. If your site is staying on Squarespace, Wix or Shopify, we still help you optimise it for AI visibility, local SEO and conversion.
How much does an AI-friendly website cost?
New WordPress builds start at $5,500 AUD. We scope every project on your site’s size and complexity. Schema markup, Google and AI search optimisation and hands-on training are part of every build.
How do I check if my website is AI-friendly now?
Get the Free AI Readiness Score. We scan three pages of your site, score them in eight categories and email you a grade with up to three top fixes.
Who owns the website you build?
You do. You own your site, your data and your content, with full admin access. We train you to manage it yourself.
Ready for a website that actually works for you?
Your new site will be built to grow with you, easy to edit, free from lock-ins, and never dependent on a developer for every little change. Book a free 15-minute screen-sharing session with Fabienne. Be logged in to your WordPress admin and she’ll take a look at the tech side of things for you.
No obligation. No sales pitch. Just practical advice from someone who’s been building WordPress sites since WordPress began in 2003.