For tourism and hospitality businesses in Australia, your ATDW (Australian Tourism Data Warehouse) listing is not just another digital marketing piece, but a crucial element that can significantly impact your business’s visibility and success.
The information you supply to ATDW is distributed across a network of more than 250 tourism websites, including major platforms like Australia.com, as well as websites for your State or Territory Tourism Organisation (STOs) and regional tourism organisations (RTOs). This extensive reach ensures that your tourism business is visible to a large and diverse audience, both domestically and internationally.
With the increasing trend of travel planning through AI platforms like ChatGPT, it’s even more crucial to optimise your visibility and strengthen your competitive position in this rapidly evolving digital landscape.
That means your ATDW product description needs to do two jobs at once:
- Follow ATDW’s description guidelines to ensure your listing is approved and displays correctly.
- Be written in a way that speaks to traveller intent, i.e. how people now search using AI, voice assistants, and natural language questions.
Finding the perfect balance takes finesse! As a writer with years of experience creating numerous ATDW descriptions (without the aid of AI), I’ve recently explored this fascinating topic in greater depth. I’m excited to share what I believe is a fantastic formula for success.
Step 1: Understand ATDW’s Description Rules
ATDW has easy-to-follow instructions and guidelines for product descriptions. These guidelines are not just rules to follow, but they are crucial for the approval of your listing.
Word count:
- Accommodation, Tours, Attractions, Hire, Transport: 50–225 words
- Food & Drink, Events, General Services: 25–225 words
- Destinations/Journeys: 50–350 words
Structure: Use up to three short paragraphs.
- Paragraph 1: State your business name, location, and unique selling point (USP) in one clear sentence.
- Paragraph 2: Provide narrative details about the experience, atmosphere, and what visitors can expect.
- Paragraph 3: Add local context, such as nearby attractions, distances, and seasonal highlights.
Style: Must be written in narrative form, not bullet points.
Restrictions: No hyperlinks, email addresses, or overuse of capital letters.
Step 2: Write for Traveller Intent
AI search tools don’t just match keywords; they answer questions. Instead of typing “Yorke Peninsula accommodation”, travellers now ask:
- Where can I find an eco-friendly couples retreat on the Yorke Peninsula?
- What farmstays near Ardrossan are off-grid?
To make your ATDW listing AI-ready, weave intent-based phrasing into your copy. For instance, instead of simply stating ‘Wheatfield Eco Farm Stay offers an off-grid experience,’ you could phrase it as ‘Wheatfield Eco Farm Stay is the perfect place for those seeking an off-grid experience.’
Note: Wheatfield Eco Farm Stay is a fictional business.
This means writing in a way that directly answers the question behind the search. Other examples of intent-based phrasing could include:
- Looking for a unique food experience in the heart of the Adelaide Hills? Our restaurant offers a fusion of local and international flavours.
- Planning a family-friendly adventure in the Outback? Our guided tours are designed for all ages and interests.
Step 3: Blend ATDW Compliance with AI SEO
Here’s how to merge the two approaches:
Paragraph 1 – Hook with Essentials
- ATDW requires: A business name, location, and a unique product or service offering.
- AI SEO tip: Frame it like an answer to a common traveller question.
Example:
Looking for a peaceful couples-only retreat on South Australia’s Yorke Peninsula? Wheatfield Eco Farm Stay offers an off-grid experience designed for those who want to reconnect with nature in comfort.
Paragraph 2 – Paint the Picture
- ATDW requires: A narrative, not a list.
- AI SEO tip: Add micro Q&As that directly answer intent.
Example:
Stay in an architect-designed eco cabin built with recycled timber and powered entirely by solar energy. Can you really switch off? Yes, with no TV or WiFi, you’ll spend your days exploring farm trails, enjoying organic produce, and stargazing under some of the clearest skies in South Australia.
Paragraph 3 – Add Local Context
- ATDW requires: Distances, nearby attractions, and seasonal information.
- AI SEO tip: Include descriptive details AI can use to match niche searches.
Example:
Located just 10 minutes from Ardrossan and two hours from Adelaide, Wheatfield Eco Farm Stay is close to pristine beaches and coastal walks. Visit in spring to see wildflowers in bloom or in winter for cosy nights by the wood heater.
Step 4: Do’s and Don’ts
Do
- Keep within ATDW’s word count.
- Use clear, simple sentences in three short paragraphs.
- Write in a way that answers traveller questions naturally.
- Include local context and travel distances.
- Highlight who it’s best for (families, couples, groups, pet-friendly, etc.)
Don’t
- Add hyperlinks, email addresses, or phone numbers.
- Overstuff with keywords as AI values natural phrasing.
- Write in list form.
- Don’t forget to mention your location, as travellers (and AI tools) need clarity.
Why This Matters
Your ATDW listing isn’t just another form to fill in. It’s often the first impression travellers get of your business, and now it’s a key way AI tools recommend where to stay, eat, or visit.
By following ATDW’s guidelines and layering in AI SEO best practices, you’ll:
- Increase your chances of being recommended in AI trip planning tools.
- Improve visibility on state tourism websites.
- Attract the correct type of visitor with clear, intent-driven messaging.
Final Tip
Before submitting, read your description aloud and ask:
- Does it clearly say who we are, where we are, and what makes us unique?
- Does it sound like I’m answering a traveller’s question, not just listing features?
If the answer is yes, you’ve written an ATDW listing that’s ready for today’s travellers and AI-powered search.
Further reading: AI in Tourism: How it’s shaping the customer buyer journey
