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Tourism Business Insights
Practical articles for tourism operators covering profitability, marketing, distribution, operations and the changing visitor economy.
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Visibility - The six places tourism operators actually get found in 2026 | Sarah Colgate
Tourism visibility isn’t about doing more marketing. It’s about showing up in the right places. Here are the six visibility channels to focus on in 2026, in the order they’re most likely to pay you back.
The Creator Funnel: How to Run Content Creators Like a Real Part of Your Business | Sarah Colgate
Stop giving away free tickets and hoping for the best. Discover how to build a creator funnel that helps tourism businesses attract the right content creators, secure valuable content, track results, and generate more direct bookings through a repeatable, measurable system.
Why Your Tour Needs A Content Creator Before It Needs Another Ad
Fresh, authentic content is no longer just a marketing asset, it's a booking tool. Discover why tourism operators should invest in creators before spending more on ads, how creator partnerships build trust and reach, and the practical strategies that turn reels, photos and collaborations into more direct bookings and less reliance on online travel agents.
When the Photo Lies, the Booking Dies: Authenticity in the Age of AI | Sarah Colgate
AI is making it harder than ever for travellers to know what is real. From fake attractions to misleading destination photos, trust is becoming one of the most valuable assets a tourism business can have. Here's why authenticity matters more than ever and how you can make your marketing stand out by being genuinely real.
Your Next Guest Is Asking AI Where To Go. Can It Find You? | Sarah Colgate
More travellers are using AI tools like ChatGPT and Gemini to plan their holidays, and those recommendations are directly influencing bookings. If your tourism business isn't visible to AI, you could be missing out on customers before they even visit your website. Discover why AI discoverability matters and the simple actions you can take now to make sure your business gets recommended.
How to Leverage Micro-Moments to Boost Bookings for Australia’s Experience Operators | Sarah Colgate
Every “What’s near me?” or “Book today” moment is a chance to win a booking. For Australia and New Zealand experience operators, showing up in these split-second mobile decisions can instantly convert browsers into guests.
Digital Storytelling for Tourism: Engaging Travellers Before They Arrive
Your guests’ experience starts long before check-in. Digital storytelling lets you capture attention on Instagram, TikTok, or Google, build connection, and turn casual browsers into excited bookers. From sharing behind-the-scenes content to highlighting local culture and user-generated stories, learn how tourism operators can create content that engages, inspires, and converts.
How Tourism Operators Can Optimise for AI Search | Sarah Colgate
AI is reshaping how travellers discover and book experiences. From schema markup to storytelling content, this guide reveals 10 practical strategies tourism operators can use to optimise for AI-driven search and voice assistants—ensuring they show up when and where it matters.
How User-Generated Content Can Skyrocket Your Bookings | Sarah Colgate
What picture drives bookings? The ones your guests take.
User-generated content (UGC) like reviews, photos, and videos is transforming tourism marketing. Discover how real guest stories build trust, boost engagement, and drive more bookings—without big advertising budgets. Learn how to encourage, showcase, and leverage UGC to turn happy travellers into your most powerful marketers.
How to use ChatGPT to help with Marketing your Tourism Business
Discover how ChatGPT can transform your tourism business by streamlining marketing tasks. From personalised customer emails and competitor analysis to ad copywriting and video scripts, this guide offers practical tips to enhance customer engagement, save time, and boost your marketing efforts. Perfect for tourism operators looking to grow efficiently!
From Passion to Profession: The Journey of a Tourism Marketing Expert | Sarah Colgate
From an enthusiastic traveler to a leading tourism marketing expert, Sarah Colgate’s journey is a remarkable testament to passion, dedication, and vision. Beginning with her life-changing experience as an exchange student in Nova Scotia, Sarah’s love for travel became the driving force behind her career. Combining her background in business with her newfound love for marketing and travel, she has helped countless tourism businesses thrive by focusing on transformational experiences, branding, and sustainability. Her story exemplifies how a deep understanding of the industry can lead to professional success and meaningful contributions to tourism.
What are The Biggest Mistakes Tourism Operators Make in Promoting Their Businesses? | Sarah Colgate
Many tourism operators rely too heavily on traditional marketing methods like print ads and billboards. While these methods have their place, they often fall short in today’s digital-first world.
To stay competitive, it’s crucial to embrace digital marketing strategies that reach a wider audience and engage potential customers more effectively.
How to Use Social Media for Tourism Business Growth | Sarah Colgate
Explore how social media can drive growth in the tourism industry. This guide offers practical strategies and real-world examples to help tourism businesses enhance their visibility, engage with potential customers, and achieve business goals.
How to Choose the Right Tourism Marketing Expert for Your Business | Sarah Colgate
Finding the right tourism marketing expert is essential for your business’s growth. Look for someone with industry experience, proven success stories, strong digital skills, and a creative approach. Local market knowledge and excellent communication are also key.
Ready to elevate your tourism business? Read more to discover how to choose the perfect expert to boost your brand and bookings.
7 Essential Digital Marketing Tips for the Travel Industry | Sarah Colgate
In today’s competitive travel market, standing out online is crucial for attracting and engaging potential customers. With travelers increasingly turning to digital platforms to plan their trips, leveraging effective digital marketing strategies can significantly boost your travel business’s visibility and success. Here are seven essential digital marketing tips tailored for the travel industry:
5 Ways a Tourism Marketing Expert Can Boost Your Business | Sarah Colgate
Are you a tourism business owner looking to attract more visitors and increase your bookings? In today's competitive market, simply having a great service or destination isn't enough. You need to stand out and connect with your audience in meaningful ways. Partnering with a tourism marketing expert can be a game-changer for your business. With their in-depth knowledge of the industry and marketing techniques, they can help you reach your target audience more effectively, boost your online visibility, and ultimately drive more bookings and revenue.
Boost Your Tourism Business: A Guide to Promoting on Facebook | Sarah Colgate
Ready to skyrocket your tourism business? Facebook's got the tools! Start by optimising your page with stunning visuals and a captivating About section. Create engaging content, use Events and Ads to reach more people, and interact with your audience. Track your success with Facebook Insights and watch your bookings soar!
Elevate Your Tourism Business: A Guide to Promoting on Google My Business | Sarah Colgate
In the vibrant and ever-changing world of tourism, standing out is more than a necessity—it's an opportunity to connect with adventurers and dreamers worldwide. Google My Business (GMB) is your gateway to enhancing your online presence, attracting curious travelers, and building a rock-solid reputation. With the added magic of social media, you can skyrocket your business growth. Let's dive into a treasure trove of tips to help you unlock the full potential of GMB!
Simple Digital Marketing Strategy for Australian Tourism Operators | Sarah Colgate
In the competitive tourism industry, a robust digital marketing strategy is essential for attracting and engaging travelers. Our comprehensive guide offers practical steps to enhance your online presence, connect with potential customers, and drive bookings, tailored specifically for tourism businesses. For detailed strategies and support, visit our services page.
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