Kia ora there,

Autumn has quietly slipped in, and this wonderfully chilled New Zealand fur seal in Kaikōura has clearly mastered the art of making the most of a sunny day, a good reminder for the rest of us to soak up those warm rays while they last.

While basking, we’ve got plenty of fresh ideas to share this month. Taking a closer look at Reddit and how it’s evolving beyond a discussion forum into a key source for travel research. With the United States standing out as one of New Zealand’s strongest visitor markets, understanding where Americans are discussing travel is more important than ever. Increasingly, those conversations are happening on Reddit and surfacing in AI search results, creating new opportunities for tourism businesses to both monitor and contribute.

We’re also celebrating Pallavi Karambelkar from Tomahawk presenting at New Zealand Design Week, a fantastic recognition of her creative leadership. And for those heading to TRENZ this year, keep an eye out for the return of the Tomahawk popcorn cart. Yes, the snacks are officially back. 🍿

Settle in with a coffee and enjoy the read👇

Why Tourism Should Pay Attention to Reddit

Reddit is quickly becoming one of the most influential sources of information, not just for people, but for AI search tools as well.

Last month we explored how platforms like Wikipedia and Reddit are increasingly used by AI to answer questions online. This month, we’re zooming in on Reddit, unpacking how you can use it strategically as part of your marketing mix.

Why North America Is Your New Best Friend

North America is now the only market to have surpassed 2019 airline capacity levels coming in to Auckland Airport. In this article we share a few marketing tips to help you make the most of this surge of travellers from the US and Canada.

Mythbuster #2: Post something, anything

In Mythbuster #2, we unpack why social media posting for the sake of it is rarely a winning strategy.

Activity does not equal impact. Frequency does not guarantee visibility. And noise does not build brand. Find out more on how strong marketing starts with intention.

T-Hawk In The Spotlight: NZ Design Week

New Zealand Design Week brings together a wide spectrum of design perspectives from across Aotearoa. From spatial and cultural design to community-led projects shaping the future of place.

A big highlight and proud moment for us this year was seeing Tomahawk Creative Lead Pallavi Karambelkar take the stage to share the story behind the destination brand design for the Kingdom of Tonga.

Pallavi spoke about the journey behind the work, the collaborative process with the community, and how deeply people and place influenced the final outcome. Legend!

TRENZ & Trade Event Season

With the key tourism trade shows for 2026 kicking off, we’re excited to confirm that the Tomahawk popcorn cart will be making its return to TRENZ. Yay! The snacks will be back. 🍿

Trade events remain an important part of the marketing and sales strategy for many of our clients, and we love helping businesses show up with marketing collateral that stands out in a busy trade hall. If you need a hand, get in touch to have a chat!

And if you’re heading to TRENZ, make sure you swing by and say hello. We’ll be ready with popcorn, sweet treats and a handy snack stop to keep the hangry away.

Check out the list of upcoming industry events on the tourism calendar below. 👇

World Travel Market: 3-5 November 2026 🌐

ATEC & TECNZ are once again joining forces to host a combined Australia/New Zealand section at the World Travel Market in London. They are currently keen to hear from ATEC/TECNZ members to participate. Expressions of interest close on Friday 27 March.

Upcoming Holiday & Tourism Event Dates

• Otago Anniversary: Mon 23 March
• South Pacific Tourism Exchange (SPTE): 25-26 March
• Easter weekend: 3-6 April
• Autumn School holidays (NZ): 4-19 April
• TECNZ Trade Event: 22-23 April
• Explore Show Central North Island: 7 May
• Mothers Day: 11 May
• ATE (Adelaide): 10-14 May
• TRENZ (Auckland): 19-21 May
• Kings Birthday Weekend (NZ): 31 May - 01 June
• MEETINGS Event: 17-18 June (Auckland)
• Hospitality NZ Conference: 23-24 June
• Pride Month: All of June 🏳️‍🌈

We Hiring: Junior Digital Performance Specialist

We’re looking for a marketer keen to learn the craft of digital performance - from turning client briefs into high-performing campaigns, to optimising results, and helping make every marketing dollar work harder.

Sound like you or someone you can recommend?

Remember, we're just an email away if you need any advice or support for your digital marketing and website!

Ngā mihi

Tomahawk Team

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