Hello, we’re Fieldbook
We make simple, powerful tools that help tour operators run their tours.
From luxury culinary trips to remote hiking adventures, Fieldbook helps tour operators around the world deliver their experiences seamlessly.
As lifelong travellers ourselves, we care deeply about helping operators bring their tours to life.
We know running tours takes more than just showing up. Behind every trip are hundreds of hours of planning, coordination, and communication. For most operators, that’s meant juggling spreadsheets, emails, and scattered tools — making it nearly impossible to run more tours without adding to the chaos and complexity.
We built Fieldbook because we believe tour operators deserve better technology to run their tours so they spend less time operating tours and more time creating and running them.
Thousands of tours have been delivered with Fieldbook, from Byron Bay to Antarctica and everything in between, and we’d love to help deliver yours.
Our story
It all started when travel stopped
It was early 2020 when we first heard about how tours were run behind the scenes.
We’d just come back from a ski trip in Japan so the complexity of organizing group travel was front of mind. It was hard enough planning travel for 9 close friends so we could only imagine what it took to organize tours for groups of thirty or more, week in week out.
Surely, we thought, there must be a standard tool for running tours?
To our surprise, there wasn’t. We learned most tours were still being run with tools invented 30 years ago (Microsoft Office launched in 1990). In a world where software was everywhere, it had somehow skipped the tour industry.
As planes around the world were being grounded, the idea for Fieldbook was just taking off.
12 months. 120 interviews. 1 idea.
“Fortunately” for us, 2020 was a rare moment when most tour operators had time on their hands.
We reached out asking them the same question: How do you run your tours?
This led to hundreds of interviews, hours of screen shares, and folders and folders of spreadsheets and documents.
From South Dakota to Niseko, we kept hearing the same thing: “We’re still using the same spreadsheet we set up when we first started. We outgrew them years ago, and we know it’s costing us hours every week, but we don’t have the time or know how to build a better system ourselves.”
But we (two “geeks” from down under) did have the know how. We’d made careers out of designing and building great software. Now we had a chance to build something great together, and for an industry we were passionate about.
And so, while travel stopped, we got to building.
Fieldbook was born
What started as a few napkin sketches on an iPad slowly took shape.
Our mission was simple: to build the tool tour operators had been searching for. Our vision was for something that was easy to use but powerful under the surface. Something the whole team would use, whether in the office or out in the field. A tool we’d eventually name Fieldbook.
Today we’re proud that Fieldbook is being used to power thousands of tours around the world and we’re only just getting started.
Our philosophy
Be the best guide
Inspired by our customers, we aim to be the best guide on their software journey. Adopting new software is a lot like going on an adventure. It promises change — but not without a few bumps along the way. There are moments of uncertainty, unexpected turns, and a few traps to avoid. Our job is to guide you through it, with the same support, encouragement, and leadership you offer your guests.
Good design matters
Good design drives adoption. In an industry where software often hasn’t been adopted, we think poor design is part of the problem. To us, good design means more than aesthetics. It’s about simplicity, ease, and delight. When something is well designed, you just know. There’s a sense of ease that makes it a joy to use. That’s why we built our own design system from the ground up. It gives us full creative control and lets us shape every detail of Fieldbook to feel intuitive and frictionless. You’ll feel it too, in a product that just works, and feels right from day one.
Contribute to our community
Everyone we’ve met in this industry chose to be here (including us). We might be the tech geeks in the room, but what drew us in was the same thing that drew in so many operators: the people, the purpose and the shared love of travel. We do what we can to give back in our way, whether that’s running free webinars, spotlighting operators, or sharing what we learn through our writing and conversations. We’re passionate about writing about and sharing the best ideas we see across the industry. You’ll find our stories in places like Tourpreneur and ATTA, and in our community newsletter, Fieldnotes, where we share practical insights and lessons from the front lines of tour operations.
100% real
There’s nothing worse than showing up to a spot and realising it’s not what it looked like in the photos. At Fieldbook, we’re committed to being 100% real in everything we do. No smoke and mirrors. Authenticity matters, because trust matters. And in a world where it’s harder than ever to tell what’s real, we believe showing up genuinely makes all the difference. We value honesty, transparency, and realness. We want our customers, team, and partners to bring their full selves — and we do the same.
Send it!
When you’re at the top of a ski hill and ready to drop, someone yells “Send it!”. For us, it means going all in. Taking a bold leap without hesitation. Bringing energy, effort, and fun to whatever we’re doing — even when it’s hard. It’s about doing cool things with purpose and enthusiasm. And yes, it’s also just a bit of fun. Which we think there should be more of.
