AI Marketing Lab for Operators

Heads up… this course had enthusiastic registration when launched for LGAs in September. Read on and register early!

Regional tourism has spent years learning how to market for search engines, but travellers are now asking AI where they should go.

If destinations don’t adapt, they risk becoming invisible during one of the fastest shifts in how travellers discover destinations, AI.

The good news? ART and project partner, , are introducing the next six-week online interactive program focussed on practical marketing actions for operators to create AI-considered content.

This isn’t your typical theory workshop – we won’t be learning how to use AI. Instead, The Lab focuses on how to create AI-optimised content for consumers.

Hosted live (and recorded for you to replay), each session will introduce a specific learning with actionable templates, prompts, checklists and content that can be implemented immediately.

When: Sessions will be live online each Monday over six weeks*, from 11am-12pm AEST. Recordings will be made available following each session.

Who: This Lab is designed for those in a marketing/communications role within their business operations

Session Dates	Session Starts	Session Ends
1 February, 2026	11:00 am	12:00 pm
15 February, 2027	11:00 am	12:00 pm
1 March, 2027	11:00 am	12:00 pm
15 March, 2027	11:00 am	12:00 pm
22 March, 2027	11:00 am	12:00 pm
12 April, 2027	11:00 am	12:00 pm

Member Price: $1800 + GST

Non Member Price: $2200 + GST

Session
How AI is changing the traveller journey
Creating content AI understands (and travellers love)
Why AI data never sleeps with guest David Hockley
Building an AI content engine
Helping your operators become AI ready
AI Destination Clinic – review of practical learnings from AI Destination Marketing Lab

Complete the form below to register your interest


                

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FAQs

How much time do I need to dedicate to learning?

We anticipate your base-level time allocation to be six hours of live sessions (11am-12pm AEST per session), plus practical implementation time of approximately one hour per week.

Will I be able to connect with other operators?

Glad you asked! As part of The Lab, we will introduce Australia’s first AI Destination Marketing Community using ART’s exclusive Hub community tool. Participants in The Lab will be able to ask questions, share prompts, recommend tools, and discuss challenges/wins in a closed environment for the program. The Lab community chat will be monitored during work week hours by our program partners, Media Mortar. Where your program business peers may not be able to answer questions, Media Mortar will respond within 48 business hours. Access to the Hub community and details on how to use the system will be provided in more detail during The Lab sessions.

Can RTOs and LGAs participate in The Lab?

Yes and no. We completed our first LGA session in 2026 and curated feedback to include in the next one. We’ll update LGAs when the next The Lab session registration will open. An RTO-specific session is being launched in 2027.

How will my business benefit from this?

By participating in The Lab, you’ll be one of the first truly AI-search optimised tourism operators. By the end of The Lab, your website should be on its way to including content that is easy for AI to interpret. AI optimised content = better traveller search traffic, and conversion.

Do I need to work in marketing or communications to be part of The Lab?

Yes. The Lab has been designed for those in a marketing/communications role within their business - with responsibility for and access to their organisation's core content channels, including website and social media.

Can more than one person from my organisation attend?

We love lots of interest for The Lab! Yes, each operator can send more than one attendee; however, each participant will be charged separately for the program.

Will you run The Lab again?

Yes, we anticipate plenty of interest for this program. Fill in the Expression of Interest form to join the waitlist for the next cohort.