Insights
Tourism 2035 and marketing to machines: what it asks of regional websites
Tourism Australia’s new strategy makes ‘marketing to humans and machines’ a priority. The facts assistants need live on regional destination sites.
News & insights
Articles for the people who market Australian destinations, news from Roam and its clients, short client stories, and engineering notes on how the platform works.
More stories
Insights
Writing Operator descriptions that people and AI assistants can use
One description now feeds your site, Google and AI assistants. What ATDW’s rules ask for, a before-and-after, and a note to send your Operators.
Insights
Before the fire season: a crisis-ready checklist for destination websites
El Niño is at near-record levels heading into summer. What to prepare on your destination website now, so the right page is live within minutes.
Insights
Day-trip spending rose 23%: what the June 2026 numbers mean for your website
Day-trip spending rose 23% in the June 2026 quarter while overnight trips dipped. What that means for a destination site built around the overnight stay.
News
ATDW in 2026: the changes that reach your website
EV accreditation, accessibility profiles, a retired sustainability badge and green-claims guidance: what ATDW changed in 2026, and what to check.
Under the hood
Why the Product on your site doesn’t match the Operator’s ATDW profile
An Operator updates their ATDW profile and your site still shows the old hours. Seven reasons it happens, how to tell which, and who fixes each.
Under the hood
How an AI assistant reads a destination page, step by step
Permission, fetch, render, extract, understand, cite. Where each step goes wrong on destination websites, and a ten-minute test for your own pages.
Insights
What a visitor information centre knows, and how to put it on your website
Some visitor information centres are closing; others are under pressure. Their most useful knowledge belongs on your website, and helps those that stay.
Insights
How to write a getting-here page, with Victoria’s Heartland as the example
The page Visitors check before they commit is often a paragraph and a link. How to answer ‘how far, and how?’ by town and by mode, with an example.
Insights
When AI books the hotel: what is left for the destination website
Google’s AI Mode now books hotels in the US through the big platforms. A destination site was never the merchant. Its job in agentic travel is clearer.
Case notes
Visit Geelong & The Bellarine’s 2025 numbers, read closely
Visitors up 18.9% and Operator click-throughs up 24% in 2025. What a client’s five numbers say, what they don’t, and five questions for any figures.
Insights
Measuring AI referrals in GA4: a setup you can finish this week
GA4 now has an AI Assistant channel and Search Console reports AI Overviews and AI Mode. How a destination team can see what assistants send.
Insights
The privacy changes destination websites should prepare for before 10 December
Automated-decision transparency starts on 10 December 2026, a children’s privacy code is due that day and a reform bill is in draft. A site checklist.
Insights
How AI search is changing the way travellers find destinations (and what DMOs can do now)
Travellers are asking AI assistants where to go. What that shift means for Australian DMOs, and how to keep your destination in the answer.
Under the hood
llms.txt, explained for destination marketers
What llms.txt is, who reads it today, and why a destination website should treat it as one part of being legible to AI, not a fix on its own.
Insights
Showing accessibility details on destination websites, now that ATDW carries verified levels
Travellers with accessible needs took 22% of trips in 2024, most of them regional. ATDW now links verified access levels. What to show on your site.
Insights
ATDW 2.0: what changes for your website, and what to ask before it does
What the move to ATDW 2.0 means for your destination website, your Products and your team, and the questions to ask your platform provider.
See the platform behind these articles.
A 30-45 minute walkthrough of Roam, with your destination in it.