Tourism Tribe·AI Readiness Index
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Australia's Tourism
AI Readiness Index

AI is changing how travellers find, choose and book their next adventure. We scanned tourism operators across Australia to find out who's ready and who's not. Structured data, content quality, booking findability. The works.

Filter
267
Operators across Australia
across Australia
220
Sites assessed
Sites assessed
59/100
National average score
Room to improve
Structured Data
Most common gap
Avg 25/100

Operators by state

Coloured by average AI readiness score

WA11NT4QLD78SA17NSW100VIC49TAS7
Score
85+
70–84
55–69
40–54
<40

Operators by state

NSW
100
QLD
78
VIC
49
SA
17
WA
11
TAS
7
NT
4
ACT
1

Grade distribution

Based on 220 completed assessments

A
3
B
40
C
118
D
41
F
18

Industry breakdown

Tours & Activities
75
Accommodation
68
Other
24
Food & Beverage
22
Destination Management
20
Attractions
13

AI adoption across the industry

Based on 251 operators who told us how they use AI

Content84%
Strategy59%
Operations50%
Advanced36%
Not using AI11%

How it works

We crawl your website the same way ChatGPT, Google AI Overviews and Perplexity do. Can they find you? Can they understand what you offer? Would they recommend you to a traveller? We check your structured data, content quality and technical signals, then give you a score out of 100 and a grade from A to F.

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Frequently asked questions

How many pages does the scanner check?
We sample up to 3 key pages from your site: your homepage, plus up to 2 other important pages (like your about page, a tour page, or your booking page), and your most recent blog post. We pick pages based on what matters most for AI visibility. If your site has a sitemap, we use that to find your pages. If not, we look at what pages are linked from your homepage. It's a snapshot, not a full crawl. The patterns we find on your key pages usually reflect your whole site.
Why didn't it scan a specific page on my site?
The scanner prioritises pages that AI search engines care about most: your homepage, about page, tour or activity pages, booking pages, and accommodation pages. If your page URL doesn't match common patterns (like /about, /tours, or /booking), it may not be picked up in the sample. If you don't have a sitemap, the scanner can only find pages linked from your homepage.
What does the scanner actually look at?
We check 8 categories: structured data (schema markup), content quality, meta tags and SEO, technical performance, facts and business details, booking findability, content freshness, and rich media. These are the signals AI search engines use to decide whether to recommend your business to a traveller.
Can I scan my site again?
You can re-scan the same website once per week. Your previous results are saved so you can track your progress over time.
Can I get a comprehensive assessment of how visible my business is to AI search engines?

Yes. Tourism Tribe offers a comprehensive GEO assessment that audits your entire online presence through the lens of generative AI and gives you a clear action plan to get found where travellers are actually searching. This includes:

  • Tested across ChatGPT, Gemini, Perplexity, and Bing AI
  • Google AI Overviews visibility check
  • Schema, structured data, and content audit
  • Competitor AI visibility comparison
  • Customised action plan to improve AI discoverability

Learn more about the GEO assessment

Where the gaps are

Average score per category, ranked lowest to highest

Structured Data25/100
Content Quality41/100
Rich Media47/100
Content Freshness70/100
Booking Findability76/100
Meta & SEO77/100
Facts & Details81/100
Technical94/100

State comparison

Average AI readiness score by state

Northern Territory(4)65/100
Tasmania(4)64/100
South Australia(15)63/100
Victoria(42)62/100
Western Australia(9)62/100
ACT(2)61/100
Queensland(67)58/100
New South Wales(77)57/100

Data from 16 Mar 2026 to 31 Aug 2026

Individual business names and scores are private. This dashboard shows aggregated, anonymised data only. Scores reflect AI readiness at time of assessment and may not represent current website state.