Regional Tourism Industry Strengthening Program

The Regional Tourism Network (RTN) Program brings together a suite of practical training opportunities designed to strengthen tourism businesses across the Murray region.

From marketing and media to leadership, data and digital capability, each program has been developed to support operators at different stages of their business journey.

Whether you are looking to build confidence, improve systems, attract more visitors or future-proof your business, the RTN Program provides flexible, industry-led learning you can apply straight away.

Explore the programs below to find the right fit for your business.

AI for Tourism Businesses
Learn how to use AI tools to save time, improve marketing and streamline your business

🕒 Short online session series
💻 Live online workshops
👥 Tourism operators new to AI tools

This Program was has now been completed.

Interested in AI? Check out our AI, SEO and Digital Discovery for Tourism program

Learn more

AI for Tourism Businesses

Delivered by John Hall

Curious about AI but not sure where to start?

This practical program is designed to help tourism operators understand how to use AI tools in their day-to-day business. Delivered by digital expert John Hall, the sessions focus on simple, accessible ways to improve efficiency, enhance marketing and save time.

The program cuts through the noise around AI and shows you how to apply it in real business scenarios, without needing technical expertise.

What you’ll learn

What AI is and how it applies to tourism businesses
How to use AI tools to support marketing and content creation
Ways to save time on everyday business tasks
How to improve customer communication using AI
Practical use cases you can implement straight away

Program structure

Delivered as a short online training series
Live, interactive sessions
Practical demonstrations and examples
Focus on real-world application rather than theory

(Note: timing and session breakdown to align with final program rollout)

Program modules

Introduction to AI for Tourism

Understand what AI is, how it works and why it matters for your business.

Using AI for Marketing & Content

Learn how to create social media posts, blogs and marketing content faster using AI tools.

Streamlining Business Operations

Explore how AI can support admin tasks, emails and day-to-day workflows.

Improving Customer Experience

Use AI to enhance communication, personalise responses and improve service delivery.

Who it’s for

This program is ideal for:

Tourism operators new to AI
Businesses wanting to save time and improve efficiency
Operators curious about practical AI tools
Those looking for simple, easy-to-use solutions

Expected outcomes

By the end of the program, participants can expect to:

Feel more confident using AI tools in their business
Save time on content creation and admin tasks
Improve marketing output with less effort
Better understand how AI can support business growth
Identify practical ways to integrate AI into daily operations

Register your interest

This program has now been completed!

Interested in AI? Check out our AI, SEO and Digital Discovery for Tourism program.

Unlocking Potential
Leadership, systems and business growth over 24 months

🕒 Quarterly sessions
💻 Online masterclasses
👥 For established operators
🔗 Register here

Learn more

Unlocking Potential: Leadership, Systems & Growth

Delivered by Chris Green

Ready to step out of the day-to-day and lead your business with more clarity and confidence?

Unlocking Potential is a practical, experience-based program designed to help tourism operators strengthen leadership, improve systems and build more profitable, sustainable businesses.

Delivered over two years, this program focuses on real outcomes, giving you the tools, structure and accountability to make meaningful progress in your business, not just learn new ideas.

What you’ll learn

How to turn strategy into clear, actionable plans
How to build a high-performing team and strong business culture
Ways to improve systems and reduce time spent on day-to-day tasks
How to increase revenue and improve sales consistency
How to use financial insights to make better decisions
How to create a clear path for long-term business success

Program structure

8 live online masterclasses
90 minutes per session
Delivered quarterly over 24 months
Interactive format with practical tools and real examples
Includes implementation activities between sessions
Access to recordings and supporting resources

This structure allows participants to apply what they learn between sessions, building momentum and embedding real change over time.

Program modules

1. Your Winning Strategy

Turn your business strategy into clear, actionable steps that drive results.

2. The Culture Code

Build a high-performance culture that supports your team and business growth.

3. Systems Thinking

Streamline your operations and create systems that free up your time.

4. Time Magic

Learn practical ways to manage your time and focus on what matters most.

5. The People Game

Unlock the potential of your team through structure, coaching and accountability.

6. Endless Sales

Develop consistent, effective approaches to growing revenue.

7. Know Your Numbers

Use financial data and key metrics to guide smarter business decisions.

8. Your Best Year Ever

Bring everything together and create a clear plan for ongoing success.

Who it’s for

This program is ideal for:

Established tourism operators ready to grow and scale
Business owners wanting to improve leadership and team performance
Operators looking to create better systems and structure
Those wanting long-term support and accountability

Expected outcomes

By the end of the program, participants can expect to:

Have a clearer, more actionable business strategy
Huild stronger, more effective teams
Improve systems and operational efficiency
Create more time freedom as a business owner
Increase confidence in decision-making
Drive sustainable growth and profitability

The program is designed to deliver real, measurable improvements in business performance over time.

Register your interest

Ready to strengthen your business and unlock its full potential?

Register your interest

Sustainability in Action
Making sustainability part of the DNA in the Murray region over 12 months

🕒 Monthly Sessions
💻 Online masterclasses
👥 Tourism Operators looking to become more consiece in Sustainability
🔗 Register here

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Sustainability in Action for Tourism

Delivered by Sarah Rhodes

Ready to bring your team on the sustainability journey in a way that is approachable, engaging and collaborative?

The Sustainability Engagement Program is a practical, supportive initiative designed to help tourism operators embed sustainable practices into the core of their business operations.

Delivered over 12 months, this program focuses on progress over perfection, providing your business with the roadmap, coaching and community support needed to make a genuine environmental impact.

What you’ll learn

How to get started with clear sustainability action plans
Ways to engage and get your team on board with green initiatives
An introduction to Sustainable Development Goals and certification options
How to develop robust operational policies and reporting frameworks
How to set and achieve practical sustainability targets
Ways to review operations to drive positive environmental change

Program structure

1 scoping meeting to align regional goals
10 monthly 'Ask Me Anything' sessions for ongoing stakeholder support
4 dedicated operator engagement sessions to practicalise changes
Access to an extensive network of professional solutions

This structure allows participants to address ongoing challenges, explore available solutions and implement practical changes incrementally over a full year.

Program modules

1. Getting Started

Demystify sustainability and take the first approachable steps for your business.

2. The Culture Code

Build a clear, practical roadmap to guide your positive environmental changes.

3. Getting Your Team on Board

Change the mindsets of your team and foster an active culture of sustainability.

4. Certification

Explore available eco-certifications and understand how they benefit your market position.

5. Intro to SDGs

Learn how the UN Sustainable Development Goals apply directly to regional tourism.

6. Policies and Reporting

Develop straightforward policies and tracking frameworks to monitor your progress.

7. Setting and Achieving Sustainability Targets

Establish realistic operational milestones and celebrate your ongoing environmental success.

Who it’s for

This program is ideal for:

Regional tourism operators ready to prioritise environmental and economic sustainability
Business owners wanting an approachable, non-judgmental way to start their green journey
Operators looking to review their daily operations and corporate policies
Stakeholders seeking dedicated expert coaching and long-term network support

Expected outcomes

By the end of the program, participants can expect to:

Establish a clear and actionable sustainability roadmap for your business
Review and optimise operations to minimise environmental impact Increase team alignment and positive mindset shifts towards green practices
Gain confidence navigating certifications, policies and sustainability reporting
Contribute collectively to making sustainability part of the Murray region DNA
Achieve measurable progress through a collaborative, step-by-step approach

The program is designed to deliver realistic, steady improvements in environmental performance while respecting your business constraints

Register your interest

Ready to make sustainability part of your business DNA?

Register your interest

AI, SEO & Digital Discovery Program
Improve your visibility and stay competitive in the age of AI-driven travel planning

🕒 4 sessions (1 hour each)
💻 Live online training + Q&A
👥 Tourism operators wanting to improve online visibility
🔗 Register here

Learn more

AI, SEO & Digital Discovery Program

Delivered by Neural Digital

How are travellers finding your business in an AI-driven world?

This program is designed to help tourism operators understand how travel discovery is changing, and how to stay visible as more travellers use AI tools to plan their trips.

Delivered by Neural Digital, this course focuses on the practical steps businesses can take to improve their online presence across websites, listings and third-party platforms so they can be found, trusted and recommended.

What you’ll learn

How AI is changing the way travellers search and plan trips
How SEO and AI discovery work together
How to improve your visibility across multiple platforms
How to create content that AI tools trust and recommend
How to better understand and respond to traveller intent
How to measure success in a changing digital landscape

Program structure

4 online training sessions
1 hour per session (including Q&A)
Delivered live online
Includes practical examples and takeaways
Additional “office hours” Q&A session after the final module

The program is designed to give operators practical, relevant knowledge they can apply immediately, without needing advanced technical skills.

Program modules

1. How Travel Discovery Works Now

Understand how AI tools, conversational search and AI-generated results are influencing travel decisions and visibility.

2. Modern SEO Foundations

Learn the essential technical and on-site SEO practices that still underpin visibility and support AI systems.

3. Mapping Traveller Intent

Shift from keywords to understanding traveller motivations, questions and decision-making behaviour.

4. Creating Content AI Can Trust

Develop content such as FAQs, itineraries and experience descriptions that AI tools can use and recommend.

5. Visibility Beyond Your Website

Explore the importance of listings, review platforms, social channels and third-party sites in building visibility.

6. Measuring Success in an AI Era

Learn new ways to measure performance, including visibility, engagement and presence in AI-generated results.

Who it’s for

This program is ideal for:

Tourism operators wanting to improve online visibility
Businesses unsure how AI is impacting search and bookings
Operators looking to strengthen their digital presence
Those wanting practical, easy-to-understand digital strategies

Expected outcomes

By the end of the program, participants can expect to:

Better understand how travellers discover businesses online
Improve visibility across websites, listings and platforms
Create clearer, more effective content for digital audiences
Adapt their marketing to align with AI-driven search trends
Feel more confident navigating digital and AI changes

The program is designed to help regional operators stay competitive as digital discovery continues to evolve.

Register your interest

Ready to improve your visibility and future-proof your business?

Register your interest

Strategic Marketing Program
Build a clear marketing strategy, improve your digital presence and convert more visitors

🕒 4 sessions (30–60 minutes each)
💻 Live online workshops
👥 Tourism operators looking to strengthen marketing capability
🔗 Register here

Learn more

Strategic Marketing Capacity Building Program

Delivered by Sarah Myers

Looking to sharpen your marketing and turn interest into bookings?

This practical four-part program is designed to help tourism operators strengthen their marketing capability, improve digital visibility and align with regional and state tourism priorities. Delivered by strategic marketing specialist Sarah Myers, the program focuses on simple, actionable steps that can be implemented immediately in your business.

What you’ll learn

How to build a clear and achievable marketing strategy
Ways to improve your online presence and increase bookings
How to create compelling content and tell your story
How to leverage partnerships and align with tourism campaigns
How to use data and insights to guide better marketing decisions

Program structure

4 online training sessions
30–60 minutes per session
Delivered live via Zoom or Teams
Interactive format with discussion and practical activities
Includes templates and tools to support implementation

This format is designed to keep the time commitment manageable while supporting ongoing engagement and real-world application between sessions.

Program modules

1. Marketing Strategy Foundations

Learn how to align your marketing with business goals and regional priorities. Build a simple, actionable marketing plan with clear objectives and target markets.

2. Digital Presence and Online Conversion

Improve how your business shows up online. Optimise your website, ATDW listing and social platforms to increase visibility and bookings.

3. Content and Storytelling for Experience Marketing

Develop a strong brand story and create content that connects with your audience and reflects the Murray region.

4. Leveraging Partnerships and Campaigns

Learn how to collaborate with other operators, align with regional and state campaigns and use data to improve marketing outcomes.

Who it’s for

This program is ideal for:

Tourism operators wanting to improve their marketing approach
Businesses looking to increase bookings and visibility
Operators wanting clearer direction and confidence in their marketing
Those seeking to align with regional and state tourism activity

Expected outcomes

By the end of the program, participants can expect to:

Have a clear, practical marketing plan
Improve digital presence and conversion opportunities
Create stronger, more consistent storytelling
Better understand how to use data in marketing decisions
Build stronger partnerships and align with tourism campaigns

The program is designed to strengthen marketing capability across the region while supporting individual business growth.

Register your interest

Ready to strengthen your marketing and grow your business?

Register your interest

PR & Media Capability Series
Build confidence, visibility and media readiness for your tourism business

🕒 10 sessions (1 hour each, monthly)
💻 Live online training
👥 Beginner-friendly for tourism operators
🔗 Register here

Learn more

PR & Media Capability Series

Delivered by Regional PR & Co with Liz Nable, The Media Masters Academy

Want to feel more confident telling your story and working with media?

This foundational PR and media training program is designed to help tourism and hospitality operators build confidence, understand how media works and take advantage of opportunities to promote their business.

Delivered as a 10-part online series, the program focuses on practical, easy-to-understand concepts that help you become more prepared, strategic and visible without requiring prior experience.

What you’ll learn

How media and PR work for tourism businesses
How to prepare your business for media opportunities
How to identify and shape compelling stories
How to communicate confidently with media
How to turn exposure into real business opportunities
How to respond to media in both positive and crisis situations

Program structure

10 online training sessions
60 minutes per session
Delivered monthly (February – November)
Live, interactive format with Q&A
Designed for group participation across the region
Includes simple tools, checklists and frameworks

The program is structured as a progressive learning journey, building confidence over time without overwhelming participants.

Program modules

1. Introduction to Media & PR for Tourism Businesses

Understand the role of media and how PR can support your business.

2. Media Readiness

Learn how to prepare your business for media attention and opportunities.

3. The Media & Marketing Mix

Understand how PR fits within your broader marketing approach.

4. Tourism Storytelling & Newsworthiness

Identify what makes a strong story and how to position your business.

5. The Regional Advantage

Explore why regional businesses have a unique edge in media.

6. Messaging & Confidence for Media

Build confidence in interviews and media interactions.

7. Digital Assets & Media Essentials

Ensure your business has the right assets ready for media use.

8. Crisis Communications

Prepare for and respond to challenging media situations.

9. Turning Visibility into Opportunity

Learn how to convert media exposure into business results.

10. Wrap-Up & Next Steps

Bring everything together and plan your next steps.

Who it’s for

This program is ideal for:

tourism and hospitality operators new to PR and media
businesses wanting to build confidence and visibility
operators unsure how to approach media opportunities
those looking for simple, practical guidance without complexity

Expected outcomes

By the end of the program, participants can expect to:

Feel more confident engaging with media
Better understand how to position and share their story
Be more prepared for both proactive and reactive media situations
Have stronger, more consistent communication across their business
Contribute to a more visible and credible tourism industry across the region

Register

Ready to build confidence and get your story out there?

Register here

Tourism Data Fundamentals
Learn how to use data to make smarter decisions and grow your business

🕒 Short online course (5 modules)
💻 Flexible eLearning + practical tools
👥 Tourism operators wanting to better understand data
🔗 Register here

Learn more

Tourism Data Fundamentals

Delivered by Localis

Want to make better decisions in your business, without needing to be a “data expert”?

This practical course is designed to help tourism operators understand what data is, where to find it and how to use it to improve marketing, pricing, customer experience and operations.

Delivered by Localis, the program focuses on simple, accessible tools and real-world examples, helping you turn everyday information into actionable insights.

What you’ll learn

What data is and how it applies to your business
How to identify and collect useful data
How to use data to improve marketing, pricing and operations
How to choose and use simple data tools
How to make more confident, evidence-based decisions

Program structure

5 learning modules
Delivered as flexible eLearning
Self-paced format with practical examples
Includes tools, templates and real-world case studies
Designed for small to medium tourism businesses

Participants can work through the content at their own pace, applying learnings directly to their business as they go.

Program modules

1. What is Data & Why It Matters

Understand what data means in your business and how it can improve decision-making.

2. Finding and Collecting Data

Learn what data you already have and how to use it effectively.

3. Responsible Data Management

Understand privacy, ethics and how to manage customer data responsibly.

4. Using Data to Make Decisions

Explore how data can guide marketing, pricing, customer experience and operations.

5. Data Tools for Tourism Businesses

Discover simple, low-cost tools to collect, analyse and visualise data.

Who it’s for

This program is ideal for:

Tourism operators wanting to better understand their business performance
Businesses relying on gut feel rather than data
Operators wanting simple, practical tools (not complex systems)
Those looking to improve decision-making and efficiency

Expected outcomes

By the end of the program, participants can expect to:

Understand key types of data relevant to their business
Identify useful data sources and opportunities
Implement simple tools to track and analyse performance
Make more informed marketing and operational decisions
Build a basic data strategy for their business

The program is designed to help operators move from guesswork to informed decision-making using data they already have.

Register

Ready to make smarter, data-driven decisions?

Register here!

The Regional Tourism Network (RTN) Program brings together a suite of practical training opportunities designed to strengthen tourism businesses across the Murray region.

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