AI DESTINATION MARKETING LAB
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, Media Mortar, are introducing an exclusive six-week online interactive program focussed on practical marketing actions for destinations 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-ready 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 fortnightly weeks, from 11am-12pm AEST. Recordings will be made available following each session.
7 September 2026
21 September 2026
*No session 5 October 2026 due to QLD public holiday
12 October 2026
26 October 2026
9 November 2026
16 November 2026
Who: The Lab is designed for those in a marketing/communications role within LGAs
Sessions in The Lab include:
1: How AI is changing the traveller journey
2: Creating content AI understands (and travellers love)
3: Why AI data never sleeps with guest David Hockley
4: Building an AI content engine
5: Helping your operators become AI ready
6: AI Destination Clinic – review of practical learnings from AI Destination Marketing Lab
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The cost:
ART Members – $1800 + GST
Non-Members – $2200 +GST per registrant, for all six sessions
Fill in the form below to be one of the first LGAs to join The Lab. Lead the way in your local marketing from what is possible with AI to what is practical.
Expression of Interest Form AI Lab
Frequently Asked Questions
How much time do I need to dedicate to learning?
As this is the first program of its kind, 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 1 hour per week.
Will I be able to connect with other LGAs?
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 LGA 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 participate in The Lab?
Yes and no. This first six-week program is designed exclusively for LGAs. We’ll be running a specific group for the RTOs next. Stay tuned for details.
Can operators participate in The Lab?
Yes and no. This first six-week program is designed exclusively for LGAs. We’ll be running a specific group for the operators very soon – along with teaching resources for RTOs and LGAs to upskill their industry. Stay tuned for details.
How will my region benefit from this?
By participating in The Lab, you’ll be one of the first truly AI-search ready destinations. 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 LGAs – 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 LGA can send more than one attendee; however, each participant will be charged separately at their member-appropriate rate 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.