Course Outline

• Digital foundations | fundamentals
  This lesson will transform how you think about and manage your business operations. By the end, you'll have the knowledge and tools to create systems that work tirelessly in the background, freeing you to focus on the creative and relationship-building aspects that truly differentiate your business.
• Digital foundations | strategy
  This lesson will walk you through the strateg that can transform how your tourism business operates: organising your digital workspace, maintaining your website's health, and leveraging automation to work smarter, not harder.
• Digital foundations | tactics
  These practical tools help you work faster, look more professional, and serve customers better—every day.
• AI fundamentals
  This lesson breaks down what AI is, how it works, and why it matters for tourism operators—without the jargon. You’ll learn the difference between traditional and generative AI, and how each can help your business run more smoothly. It’s your starting point for using AI with confidence and clarity.
• AI strategy
  AI works best when it aligns with your business goals and supports your team. In this lesson, you’ll learn how to integrate AI into your tourism operations responsibly, from practical use cases to staff training. It’s about using AI to lighten your load—not replace the human touch that makes your business special.
• AI tactics
  Learn how to use AI tools to boost your tourism business by working smarter—not harder. This lesson shows you practical tools, prompt-writing tips, and search visibility tactics so AI becomes your assistant, not your obstacle. You'll walk away with clear, simple ways to save time, improve your content, and stand out online.
• Online reputation management | fundamentals
  This lesson explains what online reputation is, why it matters, and how to manage it effectively in today’s AI-driven digital landscape. You’ll learn how to monitor, respond to, and influence what’s said about your business across review platforms, social media, and search results. With real-world context and clear tactics, it shows how shaping your online image can protect your reputation and drive bookings.
• Online reputation management | strategy
  This lesson focuses on building an online reputation strategy centred around customer-centricity—an approach that’s rewarded by both guests and search engines. You’ll learn how to align your team, map customer touchpoints, and use review insights to shape service improvements and marketing. With clear steps and real-world examples, it helps you embed reputation management into your everyday operations.
• Online reputation management | tactics
  This lesson outlines practical tactics to generate more 5-star reviews, respond effectively, and enhance your visibility online. You’ll learn how to use key touch-points, QR codes, and follow-up emails to prompt reviews, plus how to respond in ways that build trust and reflect your brand. These hands-on approaches help you turn customer feedback into a powerful marketing tool.
• Website | fundamentals
  Your website is the heart of your digital presence and one of the most powerful tools in your tourism business. This lesson covers why a professional, up-to-date site matters, what CMS to choose, and how to manage content, security, and performance confidently. With the right tech setup and team involvement, your website can attract more visitors, build trust, and convert interest into bookings.
• Website | strategy
  This lesson shows you how to turn your website into your most powerful marketing asset—one that attracts, converts, and nurtures customers around the clock. You’ll learn how to align design with your customer journey, optimise for mobile and AI, and use smart tools to boost conversions. It’s about thinking like a strategist, not just a designer, to make your site work harder for your business.
• Website | tactics
  Thinking about where to start when improving your website can feel overwhelming. This lesson offers a practical checklist of best practices to help you optimise your site in line with 2025’s expectations for performance, accessibility, AI search, and customer conversion.
• SEO | fundamentals
  Search Engine Optimisation (SEO) might sound technical, but at its core, it's about helping people find your tourism business when they search online. This strategy section will help you think beyond keywords and dive into the real reasons people search—and how you can show up when it matters most.
• SEO | strategy
  Search Engine Optimisation (SEO) might sound technical, but at its core, it's about helping people find your tourism business when they search online. This strategy section will help you think beyond keywords and dive into the real reasons people search—and how you can show up when it matters most.
• SEO | tactics
  This lesson walks you through practical steps to improve your website’s visibility on Google using smart SEO techniques. You’ll learn how to optimise your site structure, content, and local presence—plus how to build credibility through backlinks and analytics. It’s about turning strategy into action so your content reaches the right people and delivers real results.
• Local search | fundamentals
  This lesson explains what local search is and why it’s essential for tourism businesses. You’ll learn how Google Business Profiles power visibility in local results — especially the coveted Local Pack — and how AI-driven search tools like Google’s SGE make a complete, optimised profile more important than ever.
• Local search | strategy
  This lesson covers essential tactics to optimise your Google Business Profile and improve your local search visibility. You’ll learn how to verify your listing, align your online presence, and integrate reviews and “Things to do” listings into your digital strategy. It’s about making your business easier to find and trust—right where people are searching.
• Local search | tactics
  This lesson shows you how to actively improve your Google Business Profile to boost visibility and conversions. You’ll learn the must-haves for your listing, the key ranking factors Google uses (like reviews and NAP consistency), and practical actions like adding Q&As, updating photos, and posting regular updates to stay relevant in local search results.
• Facebook | fundamentals
  This lesson introduces the essential Facebook concepts that every tourism business should understand before building a strategy. These fundamentals help ensure your efforts are effective and aligned with how the platform really works.
• Facebook | tactics
  Now that you’ve built your strategy, it’s time to bring it to life. This lesson walks you through practical, up-to-date Facebook techniques that support your marketing goals and are ideal for time-poor tourism operators.
• Facebook | strategy
  This lesson explores how to build a smart, time-efficient Facebook strategy that aligns with your business goals. Tourism operators rarely have time to post for fun – so let’s make every post count.
• Instagram | fundamentals
  Instagram is a powerful way to connect with your audience, grow your tourism brand, and showcase your experiences visually. This lesson gives you a solid foundation in how Instagram works and how to use it effectively.
• Instagram | strategy
  This lesson helps you define your Instagram strategy in the context of your broader goals. You’ll clarify your audience, choose the right content, and set goals that work for your business. Once this is set, you’ll be ready to put it into action in the next lesson.
• Instagram | tactics
  Now that you’ve laid the groundwork with a solid strategy, it’s time to bring it to life. This lesson covers practical, repeatable Instagram techniques that help you build brand presence, boost engagement, and drive conversions.
• TikTok | fundamentals
  This lesson introduces you to TikTok and why it’s a powerful tool for tourism marketing. You’ll learn how the platform works, what content performs best, and how to set up your business profile the right way. It’s all about building confidence so you can start creating content that captures attention and inspires travel.
• TikTok | strategy
  It’s one thing to post on TikTok—but having a strategy means making your time and effort count. In this lesson, we’ll help you plan how TikTok supports your business goals, who you’re trying to reach, and what kind of content will move the needle for your tourism business.
• TikTok | tactics
  This lesson dives into the practical tools and actions that will help you turn strategy into success. Learn the techniques, features and tools that drive results—and save you time in the process.
• Visuals | fundamentals
  Before diving into strategies, it’s important to get clear on why strong visuals — both images and video — are absolutely essential in tourism marketing.
• Visuals | strategy
  A smart visual strategy ensures your images and videos aren’t just attractive — they work hard to grow your business, inspire bookings, and save you time down the track.
• Visuals | tactics
  Here’s where we put it all into action — practical, time-saving steps to help you capture, edit, upload and share visuals that boost bookings and make your brand shine.
• Canva | fundamentals
  Let’s start by building your confidence in Canva—this section covers setup, design foundations, and the key tools you’ll use daily.
• Canva | strategy
  This lesson is about building Canva into your operations, systems, and staffing so it supports your business long-term.
• Canva | tactics
  This lesson shows you how to use Canva to create everyday marketing materials for your tourism business—from social posts to brochures and welcome packs. You’ll learn how to customise templates, add interactivity, and produce content that looks professional without needing a designer. It’s all about using Canva to save time, stay on brand, and communicate clearly with your guests.