In a bid to equip New South Wales (NSW) tourism operators with essential digital skills, Destination NSW has launched the “Digital Skills Future Ready” program. Announced on February 8, 2026, the initiative aims to help businesses in the visitor economy navigate the evolving landscape shaped by advancements in artificial intelligence (AI) and emerging tourism technologies. In partnership with Tourism Tribe, the program offers a fully funded opportunity for NSW-based tourism operators to enhance their digital marketing capabilities.
The program encompasses a series of eight free webinars focused on various aspects of digital marketing, AI, and tourism technologies. Designed for businesses in both Sydney and regional NSW, the sessions allow operators to select topics that best meet their needs. The first session is scheduled for February 10, 2026, and covers “Social Media in the Age of AI.” Subsequent sessions will delve into video marketing, search visibility, and email marketing strategies, all aimed at ensuring operators effectively engage with an increasingly digital audience.
In addition to the webinars, participating businesses will have access to limited coaching sessions. These one-on-one coaching opportunities will provide tailored guidance to help operators apply insights gained from the webinars to their unique business contexts. However, eligibility for coaching is contingent upon meeting specific criteria, including live webinar attendance and maintaining an active online presence.
The focus on digital skills comes at a crucial time for the tourism sector, which has faced significant changes in consumer behavior due to the rise of digital platforms. The program’s emphasis on AI and emerging technologies is particularly timely, as businesses must adapt to a landscape where online engagement is paramount. The webinars will cover practical topics such as optimizing social media strategies, leveraging video content, and enhancing search visibility, all of which are critical for driving bookings and improving customer experiences.
As businesses prepare for the February 10 kickoff, the importance of digital marketing in the tourism sector cannot be overstated. With an increasing reliance on online platforms for travel bookings, the ability to effectively utilize various digital marketing channels has become essential. The coaching sessions will further empower operators, equipping them with the skills needed to thrive in a competitive environment.
The targeted audience for the Digital Skills Future Ready program includes a wide range of tourism stakeholders, from accommodation providers and tour operators to restaurants and visitor information centers. Each participant will gain insights into leveraging AI-driven marketing strategies and optimizing their digital presence, ensuring they remain competitive in an evolving market.
With a focus on sustainability becoming increasingly important within the tourism industry, the program also provides an opportunity for businesses to learn how to market their eco-tourism offerings effectively. As travelers grow more conscious of the environmental impact of their choices, operators can utilize strategies from the program to attract clientele who prioritize sustainability.
As the tourism landscape continues to shift, the Digital Skills Future Ready program positions NSW tourism operators to adapt and excel. The initiative not only offers immediate educational benefits but also lays the groundwork for ongoing success in the digital age. Businesses must act swiftly to secure their places in the coaching sessions, as available spots are limited and will be allocated based on criteria such as readiness and business type.
The urgency for digital upskilling within the tourism sector is underscored by the rapid pace of technological advancements and changing consumer expectations. By participating in this program, NSW tourism businesses will be better equipped to harness the power of technology, align with market trends, and ultimately enhance their service offerings. In a post-pandemic world where digital engagement is critical, the skills learned through this program could prove to be a defining factor in the success of tourism operations across the state.
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