Category Archives: Social Media

At the beginning of 2026, this seemed like a pretty straightforward myth to bust - "You don't need to be on every social media platform."

Trying to maintain a presence on Instagram, Facebook, Instagram, TikTok, YouTube, Pinterest, LinkedIn, Reddit and whatever new platform appears next week can quickly become a recipe for mediocre content, a marketing team not keeping up, and a lot of time spent posting without much purpose.

Our advice was simple: choose the channels that matter most to your audience and do them well. We still stand by that advice, but...

Plot twist: AI search means you also need a broad digital footprint.

The rise of AI search however, has changed the conversation around what it means for a tourism business to be visible online because while you don't...

At the recent Tourism Export Council New Zealand conference, one of the key takeaways from industry leaders was clear: traditional booking trends and forward booking data can no longer be relied on in the way they once were.

Traveller behaviour around booking lead times has changed. People are making travel decisions at different points in their planning journey, with some booking well in advance while others are increasingly making decisions much closer to their travel date. The result is a booking landscape that is far less predictable than it used to be.

For tourism businesses, this creates a challenge. If you have historically looked at forward bookings and past booking patterns to determine when to turn your marketing on, increase your advertising spend or launch a...

We have officially welcomed our newest team member, Chip, an AI-generated T-Hawk with a smooth voice and endless enthusiasm for tourism and digital marketing. Well...technically he isn't that new. Chip was assembled somewhere in Silicon Valley and now calls a high-performance data centre home. It's warm, it's noisy, and apparently the Wi-Fi is excellent!

Chip is the voice behind Sound Advice for Tourism, our brand-new audio knowledge hub that brings its most popular tourism marketing resources to life for busy people who prefer listening over reading.

Each episode transforms one of our blogs or marketing guides into a short, conversational audio experience with actionable advice without the jargon.

"We wanted to make our content more accessible," says Renee Goodsell, our...

There's a plot twist happening in the world of streaming, and it's one that every tourism marketer should be paying attention to.

For years, the story went like this: YouTube was where you discovered things, and Netflix was where you settled in to watch them properly. One was the scrappy free platform full of creators, the other was the premium, subscription-powered juggernaut. Two different worlds.

But that line? It's blurring fast.

Phil's Feeding a New Platform

Here's the moment that made the industry do a double-take. Somebody Feed Phil, the beloved food and travel series hosted by Phil Rosenthal (yes, the creator of Everybody Loves Raymond) has been one of Netflix's longest-running unscripted shows, clocking up eight seasons since 2018. It follows Rosenthal...

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...