Tourism TribeAI 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
228
Sites assessed
across Australia
59/100
National average score
Room to improve
Structured Data
Most common gap
Avg 25/100

AI readiness by state

Coloured by average AI readiness score

Sites assessed and average AI readiness score by state
StateAverage scoreSites assessed
Western Australia62 out of 1009
Northern Territory65 out of 1004
Queensland58 out of 10067
South Australia64 out of 10017
New South Wales57 out of 10083
Victoria62 out of 10042
Tasmania64 out of 1004
ACT61 out of 1002
Score
85+
70-84
55-69
40-54
<40

Sites assessed by state

NSW
83
QLD
67
VIC
42
SA
17
WA
9
TAS
4
NT
4
ACT
2

Grade distribution

Based on 228 completed assessments

A
3
B
42
C
124
D
40
F
19

Industry breakdown

Tours & Activities
72
Accommodation
58
Food & Beverage
21
Other
18
Destination Management
14
Attractions
10

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?
Each website is scanned at most once every 7 days. If you ask again within 7 days of the last scan, we email you that result.
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
South Australia(17)64/100
Tasmania(4)64/100
Victoria(42)62/100
Western Australia(9)62/100
ACT(2)61/100
Queensland(67)58/100
New South Wales(83)57/100

Data from 16 Mar 2026 to 2 Nov 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.