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Reddit has been described as “the front page of the internet.” In reality, it’s something far more valuable for tourism operators. It’s the world’s largest, unfiltered travel advice forum. And increasingly, it’s influencing what AI tools recommend to your potential customers.

In our article, What do Wikipedia and Reddit have in common?, we explored how community-driven platforms are increasingly shaping what shows up in AI search results. Now it’s time to zoom in on one of them - let’s talk about Reddit.

What Makes Reddit Different?

Reddit isn’t like Instagram or Facebook. It isn’t polished, it isn’t curated, and it definitely isn’t brand-first. It’s organised into communities called subreddits, such...

On the surface, it sounds productive. Stay visible on Social Media, keep the algorithms happy, show you’re active. But the truth is, posting without purpose is one of the fastest ways to waste time (and bore your followers or lose them!) with very little return.

Let’s bust this myth properly by looking at key aspects:

• The problem with just posting
• Why intention beats frequency
• You don't need to be everywhere
• What purposeful posting looks like, and
• A better framework to use

The Problem with “Just Posting”

When content is created simply to tick a box, it usually falls into one of these categories:

• A random scenic photo with no context
• A generic “Happy Monday!” post
• A last-minute deal thrown together without strategy
• Reposting someone else’s...

They’re probably not in your 2026 marketing plan. But they should be.

While most tourism businesses focus on websites, SEO, social and paid ads, two of the most influential platforms shaping AI-generated answers are Wikipedia and Reddit.

And as travellers increasingly ask ChatGPT, Gemini and other AI tools where to go and who to book with, these platforms are quietly influencing the results.

Welcome to the era of Generative Engine Optimisation (GEO).

Wikipedia Builds Credibility

Wikipedia is widely considered one of the most trusted data sources used by large language models. It provides structured, referenced information that AI tools rely on to define and validate businesses.

A strong Wikipedia presence helps AI understand:

• Who you are
• What type of...

We hear this phrase a lot, particularly in tourism: “My website is just a digital brochure.”

It sounds harmless, but it’s one of the most expensive beliefs a tourism business can hold. Because your website isn’t a digital pamphlet. It’s not there just to look nice, list a few facts and prove you exist.

Your website is your hardest-working sales tool where you own both the content AND the customer relationship. If done well, it provides content for AI Search, and works while you’re on the water, guiding a tour, cleaning rooms or sleeping.

But if it’s been built and treated like a brochure, it’s probably underperforming.

This mindset will cost you bookings.

The problem with brochure thinking

Brochure-style websites focus on telling, not selling. They tend...

Everyone knows the basics of SEO: use keywords, write great content, get backlinks, keep your site speedy. But what about the less obvious stuff? Those subtle signals that can give your website a quiet nudge up the rankings while your competitors are still obsessing over meta tags and blog lengths?

Here’s a look at a few clever, lesser-known SEO 'hidden secrets' you might not have thought of, the kind that layer nicely on top of your existing efforts and can make a real difference to your digital visibility.

1. Reply to Google Reviews with Purpose

One of our clients recently asked if adding keywords into their Google review replies helps with SEO, and the short answer is yes, a little!

While Google doesn’t directly score the text in replies the way it does for your...

After a highly successful launch last year, we're is thrilled to announce the return of our November Thanks-Give-Away campaign for 2025. 

Running throughout November, this month-long celebration is our way of saying a heartfelt thank you to the tourism industry that continues to inspire and support our work. The campaign reflects Tomahawk’s gratitude for the tourism professionals who make Aotearoa’s visitor economy thrive and its ongoing commitment to helping them succeed online. 

More than NZD$15,000 worth of digital marketing services will be up for grabs, with four lucky winners each selecting their prize from a pool of eight marketing services. Delivered by Tomahawk’s expert team, these prizes include a range of digital growth opportunities such as a Google Ads...