How to set up + optimise your ATDW Profile

How to set up + optimise your ATDW Profile

By Paige Rowett
Published on September 29, 2021

The Australian Tourism Data Warehouse (ATDW) is a national, central online database which features listings of thousands of tourism experiences, events and destination information.


ATDW’s national database is made up of 100,000+ listings across 11 categories including Accommodation, Attractions, Destination Information, Events, General Services, Information Services, Hire, Journeys, Food and Drink, Transport and Tours.

Tourism businesses and events managers can create a listing directly through the national ATDW-Online application, and once created their listing will be quality assured by each State or Territory Tourism organisation and released live for publishing.

Once published, your profile will then appear on relevant distributor website(s) who use ATDW profiles to populate their tourism experiences on their website.

Why your business or event needs to be listed on the ATDW

Having a profile is a non-negotiable marketing tactic for all tourism businesses and events.

It can increase visitors to your tourism website

Having an ATDW profile can increase the digital exposure for your business across key destination websites where your potential visitors are planning and booking trips to your destination, including:

The most beneficial part of this is that these big destination sites are consistently generating high-quality leads to thousands of tourism businesses across their state who are listed on the ATDW.

There is also an opportunity that your profile could be used in other digital marketing activations by your STO/RTO across Facebook, Email Marketing and Instagram, as these profiles are often used as a base for their digital campaigns.

To see where your profile could pop up online, check out the full list of distributor websites for tourism businesses  available on the ATDW site >

Your listing is an authoritative ‘Referral Source’ for Visitors to your Website

Linking your website with websites like your state or regional destination websites through your ATDW Profile (and receiving visitors through these links as ‘referrals’) is a key Search Engine Optimisation tactic.

This is because these sites hold a great deal of ‘Authority’ in the eyes of Search Engines, and therefore, any association your website has with them will help build your Website Domain’s authority too.

This is important, as ‘Authority’ is a key ranking factor for Search Engines when it comes to ranking webpages in their Search Engine Result Pages.

Success Stories from Tourism Businesses who have ATDW Profiles

If you need proof that ATDW is a great tool for your business, then take a look at some of these success stories from real businesses!


Drive more visitors to your Website from your ATDW Profile

Setting up a profile is one thing, optimising it for conversions (getting visitors to click on your website link in your listing) is another!

Below are some tips on how to optimise your profile to get more referrals through to your website and increase your chances of conversion.


Crafting a Compelling Description

Your description should engage the visitor, captivate them and make them want to experience your product and ultimately book. Use the description section in your profile to craft your ultimate elevator pitch!

Focus on the Benefits of your Experience

With 200 words at your disposal, share a little bit about what you offer (the features of your experience), but focus mainly on why visitors should book with you (benefits).

TIP: Think of your Ideal Customer’s key motivation for travel, or what their major challenges are when planning holidays, and share ways you can help achieve their motivation, or solve their challenges.

Connect with your Potential Customers

Great editorial content that really connects with readers is always written in second person. This means when you write, you are referring to the reader as ‘You, Your, You’re’. Also, try and write as you talk. Use your personal voice to express your business’s personality.

Sharing Engaging Images + Videos

Sharing inspiring, high-quality videos and images on your ATDW profile will ensure you stand out, and make a lasting first impression with potential visitors.

Image + Video Optimisation Tips

  • Upload images in their largest size and resolution
    The minimum required size is 1600 x 1200 pixels. Most smartphones and digital cameras will take images large enough for the ATDW. If you are unsure of how to resize your images, you can contact the ATDW Support Team in your State or Territory for assistance.
  • Update your YouTube video title and tile image
    These features of your YouTube Video will be displayed on your profile, so it’s important they are optimised. These optimisations will need to be done in the YouTube platform, not in the ATDW-Online Portal.
  • Write captions for each Image
    Write a brief description of what’s in the photo to increase the accessibility of your Image (and add copyright details and credit the photographer if required too)
  • Landscape orientation only
    Portrait images will be cropped, and important content may be cut off, so ensure all of your images are Landscape orientation.
  • No text or logos on images, or collages of images
    Each distributor website use the images slightly differently, so it’s important that your images do not have any text overlay or watermarks. It also must be single photo.
  • Highlight your Hero, and upload 10 in total
    Show off as many aspects of your experience as you can, and use your hero image as image #1 as this will be displayed as a hero image (where relevant on distributor websites). You can upload up to 10 images to your listing.

Optimise your listing for visibility in Search Engine Results

Did you know that your listing URL on all distributor websites has the potential to rank well in Search Engine Result Pages?

Below are some tips on how you can optimise your ATDW profile for visibility in search engine result pages when your potential customers are searching for experiences just like yours!

Optimise your Description

Search Engines use the copy on a webpage to determine the relevancy of that webpage in relation to a user’s search query. Therefore, when writing your Description, think about what your Ideal Customer is typing into Search Engines to find your business (when they don’t know your business name!).

  • Use wording that describes your business type – Winery Tour
  • Use working that reflects your location – Winery Tour in Barossa
  • Use question-like sentence Structure that reflect your business type – Looking for the Best Winery Tour in Barossa Region? As your Users are typing in longer sentences into Search Engines.
  • Use sentence Structure that addresses your Ideal Customer’s Challenge or Motivations – Family Friendly Activities for School Holidays

Learn more about how to optimise the content on your webpages >

Optimise your Image and Video Meta-Data

  • Save your Image and Video File Names as your Business Name and Image Description. This is great Search Engine Optimisation (SEO) practice to increase the visibility of your images and public videos in Google’s Image and Video Search Results.
  • Update your ALT (Alternative Text) Description for each Image. Write a brief description of what’s in the photo to increase the accessibility of your Image. This is another important SEO optimisation tactic (as above). If necessary, add copyright details and credit the photographer.


Super-Charge your Listing

ADTW offers segmentation and personalisation options to ensure you can share parts of your business model and experience that makes you unique.

One of the best features is that you can now link your Google My Business and ATDW Listings! What a time saver!

You can also share some of your more specific business credentials in your listing, including the following categories:

  • COVID safe certification
  • Direct booking links
  • Deals and special offers
  • Accessibility information
  • Tailored winery profiles
  • Indigenous business identification
  • Sustainability credentials


Need help with your listing?

If you require any support to update your listing, make contact with your State based ATDW team, as they are well versed in the platform!



This Post was originally created in 2014, and has been updated in September 2021.

Paige Rowett

Paige is a visitor economy specialist and co-owner of The Tourism Collective alongside Rebecca and Jaclyn. After growing up on a farm on Eyre Peninsula, and now managing a mixed farming enterprise with her family in the Clare Valley in South Australia, Paige has a genuine love and drive for developing thriving local communities. She is passionate about supporting DMOs / RTOs and Local Government to sensitively manage their destinations to deliver the best social, economic and environmental outcomes for local people and their communities.