$(element).tooltip('hide') .attr('data-original-title', newValue) .tooltip('fixTitle') .tooltip('show');

and sure enough, it updates the title, which is the value inside the tooltip.

Another way (see @lukmdo comment below):

$(element).attr('title', 'NEW_TITLE') .tooltip('fixTitle') .tooltip('show');ref: https://stackoverflow.com/questions/9501921/change-twitter-bootstrap-tooltip-content-on-click