Digital Skills Future Ready Program Launched for NSW Tourism Businesses to Enhance Digital Marketing and AI Capabilities in 2026 – Travel And Tour World

Published on February 8, 2026
In 2026, Destination NSW has launched a new initiative, Digital Skills Future Ready, to help visitor economy businesses across New South Wales (NSW) prepare for the future. This fully funded program is designed to equip businesses with the digital skills needed to navigate the rapidly changing tourism landscape, powered by advancements in artificial intelligence (AI) and emerging tourism technologies. In collaboration with Tourism Tribe, the initiative aims to provide NSW-based tourism operators with the tools and knowledge necessary to thrive in an increasingly digital world.

Program Overview: Free Webinars and Coaching Sessions

The Digital Skills Future Ready program offers a comprehensive learning experience through a series of eight free webinars, covering key aspects of digital marketing, AI, and tourism technologies. These sessions are designed to help operators stay ahead of the curve by learning about the latest trends and tools available to grow their businesses. The webinars are open to any eligible visitor economy business across Sydney and regional NSW, offering a flexible opportunity for businesses to select sessions that meet their needs.
In addition to the webinars, Destination NSW is offering limited coaching sessions to businesses that participate in the live sessions. The coaching sessions are designed to provide more personalized guidance to businesses, helping them to apply the insights gained from the webinars to their unique operations. These coaching places are limited, and businesses must meet certain criteria to qualify.

Webinar Series 2: Dates and Topics

The Webinar Series 2 will commence on February 10, 2026, and will be held over several days. Below are the key topics to be covered, each designed to help tourism operators enhance their digital skills and stay competitive in a rapidly evolving industry:

• Tuesday, February 10, 10:00–11:00 am: Social Media in the Age of AI
  This session will explore the role of social media in the evolving AI landscape, offering strategies for optimizing social media efforts and improving return on investment (ROI).
• Thursday, February 12, 10:00–11:00 am: Video Marketing
  Attendees will learn about the benefits of content repurposing and the importance of video marketing. The session will cover video marketing channels, production techniques, and editing tools.
• Tuesday, February 17, 10:00–11:00 am: Search Visibility in the AI Era
  As AI transforms how people search online, this webinar will provide insights on optimizing websites and Google Business Profiles to ensure continued visibility to travelers.
• Thursday, February 19, 10:00–11:00 am: Email Marketing for Repeat Bookings
  In this session, businesses will learn why email remains one of the highest-converting marketing channels in tourism and how to leverage email marketing to drive repeat visitation and bookings.

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For those who missed out on the previous webinar series, Webinar Series 1 is available to watch on demand, providing further opportunities for businesses to upskill.

How to Participate and Apply for Coaching

Businesses that participate in Digital Skills Future Ready webinars will be eligible to apply for one-on-one coaching sessions. To qualify for coaching, businesses must meet the following criteria:

• Live Webinar Attendance: Businesses must attend one or more of the live webinars.
• NSW-based Tourism Supplier: Eligible businesses must be located in NSW and registered as a tourism supplier, such as an accommodation provider, attraction, tour operator, or transport service provider.
• Business Website and ATDW Listing: The business must have an active website and be listed on the Australian Tourism Data Warehouse (ATDW) under the appropriate tourism categories.
• Business Readiness: Coaching sessions will be allocated based on the readiness of the business and other selection criteria, such as location and experience type.

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Coaching places will open for registration following the February 10 webinar, and the application period for coaching will close on February 27, 2026. Selected businesses will then receive an email with instructions on how to book their coaching session.

Why This Program Matters

The tourism industry, particularly in NSW, is constantly evolving. With artificial intelligence, digital marketing, and emerging technologies transforming the way businesses operate, the need for digital upskilling is more important than ever. The Digital Skills Future Ready program is a crucial initiative that empowers NSW tourism operators to stay competitive by equipping them with the tools needed to embrace digital technologies and enhance their marketing efforts.

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With increasing competition in the tourism sector and growing reliance on online platforms for travel bookings and discovery, the ability to effectively use social media, video marketing, and AI-driven search optimization has never been more essential. By offering expert-led sessions and coaching, this program ensures that businesses can harness the power of technology while remaining true to their local heritage and community values.
Moreover, as sustainability becomes a key focus within the tourism industry, businesses can leverage insights from this program to market their eco-tourism offerings and attract conscious travelers who prioritize sustainability when choosing destinations and experiences.

Who Should Register for This Program?

This program is designed for a broad range of businesses within the visitor economy, including:

• Accommodation Providers: Hotels, motels, bed and breakfasts, and other lodging services.
• Tour and Activity Operators: Companies offering guided tours, adventure activities, and local experiences.
• Restaurants and Visitor Attractions: Including wineries, distilleries, breweries, and farm gates.
• Visitor Information Centres: Staff members who support travelers by providing useful information.
• Destination Network Staff: Employees working with tourism bodies and councils to promote regional destinations.

Whether your business is based in Sydney, regional NSW, or beyond, this initiative provides a valuable opportunity to gain insights into AI, digital marketing, and other key tourism technologies that will set your business up for success in 2026 and beyond.

Eligibility for Coaching and Next Steps

To be eligible for coaching, businesses must meet the criteria outlined above and register for the webinars by attending the live sessions. Those who are selected for coaching will have access to one-on-one sessions designed to help them apply the skills learned in the webinars to their own operations.
However, businesses need to act fast as coaching places are limited, and a waitlist may be established if the demand exceeds available spots. Businesses must ensure they complete all necessary steps, including the webinar registration, in order to be considered for coaching.

Conclusion

The Digital Skills Future Ready program by Destination NSW and Tourism Tribe provides a unique opportunity for NSW tourism businesses to upskill and stay ahead of digital trends. The program’s emphasis on AI, digital marketing, and emerging technologies will empower businesses to offer better services, reach more customers, and optimize their marketing efforts. By engaging with the webinars and applying for coaching, businesses can ensure they are future-ready and well-equipped to succeed in the digital age.

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Tags: AI for Tourism, coaching for tourism businesses, Destination NSW, digital marketing for tourism, Digital Skills Future Ready

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