Brandwave

How popular isTe Papa?

In September 2026, people searched for Te Papa by name about 49,600 times in New Zealand, a 17.8% decrease from the previous year. These searches made up 31.8% of all New Zealand museum searches, placing Te Papa second out of six museums. When we asked both ChatGPT and Google AI Overviews about museums, Te Papa appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Te Papa is the second most searched of 6 competitors and the most recommended in AI answers.

  1. Auckland MuseumShare of searches 46.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. Te PapaShare of searches 31.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. MOTATShare of searches 9.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
  4. Canterbury MuseumShare of searches 6.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. Toitū Otago Settlers MuseumShare of searches 3.5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th

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Top museums in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Te Papa appeared in all four answers. Te Papa is the most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Te Papa1st
  2. Auckland Museum2nd
  3. Otago Museum3rd
  4. Canterbury Museum4th
  5. Toitū Otago Settlers Museum5th
  6. MOTAT6th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Auckland Museum4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Te Papa4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Otago Museum4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • MOTAT2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Canterbury Museum2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Toitū Otago Settlers Museum1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about museums

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which museums compete with Te Papa?

Te Papa against museums in New Zealand, by month

Share of searches by month for Auckland Museum, Te Papa, MOTAT, Canterbury Museum, Toitū Otago Settlers Museum, Otago Museum. The figures are in the table below the chart.

View monthly share of searches table
MonthAuckland MuseumTe PapaMOTATCanterbury MuseumToitū Otago Settlers MuseumOtago Museum
Oct 202541.9%33.4%8%8.3%4.4%4%
Nov 202538.7%35.8%7.5%8.1%5.1%4.8%
Dec 202541.6%33.3%9.1%7.1%4.3%4.6%
Jan 202642.9%32.5%6.5%8.5%4.1%5.4%
Feb 202638.9%35.6%4.5%9.9%5%6%
Mar 202640.1%37%5.4%8.4%4.3%4.7%
Apr 202641.9%33.5%7.8%8.3%3.6%4.9%
May 202640.8%32.4%9.1%8%4.2%5.5%
Jun 202641.6%31.6%10.5%7.9%3.6%4.9%
Jul 202644.7%32.5%8.7%5.8%3.1%5.2%
Aug 202647.2%30.8%7.4%6.2%3.6%4.8%
Sep 202646.4%31.8%9.3%6.5%3.5%2.6%

  1. 1.Auckland Museum

    46.4%

    Held 1st. 72.2K estimated branded searches, -4.8% vs prior month. Share -0.9 points.

  2. 2.Te Papa

    31.8%

    Held 2nd. 49.5K estimated branded searches, +0.12% vs prior month. Share +1 points.

  3. 3.MOTAT

    9.3%

    Held 3rd. 14.4K estimated branded searches, +21.9% vs prior month. Share +1.9 points.

  4. 4.Canterbury Museum

    6.5%

    Held 4th. 10.1K estimated branded searches, +0.3% vs prior month. Share +0.2 points.

  5. 5.Toitū Otago Settlers Museum

    3.5%

    Moved from 6th to 5th. 5.4K estimated branded searches, -5.2% vs prior month. Share -0.1 points.

  6. 6.Otago Museum

    2.6%

    Moved from 5th to 6th. 4K estimated branded searches, -47.6% vs prior month. Share -2.2 points.

Compare popularity between Te Papa and its closest rivals

Every comparison with Te Papa

10 comparisons

How has branded search demand for Te Papa changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Te Papa in New Zealand fell from 60.3K to 49.5K.
  • Across the 12 months ending September 2026, Te Papa’s share of searches among museums in New Zealand decreased from 33.4% to 31.8%.
  • Across the 12 months ending September 2026, Te Papa’s share of searches among museums in New Zealand peaked at 37% in March 2026 and was lowest at 30.8% in August 2026.

How did search popularity change for New Zealand museums in September 2026?

6 changes

  1. In September 2026, MOTAT gained share of searches among museums in New Zealand, from 7.4% to 9.3%.

  2. In September 2026, Te Papa gained share of searches among museums in New Zealand, from 30.8% to 31.8%.

  3. In September 2026, Otago Museum lost share of searches among museums in New Zealand, from 4.8% to 2.6%.

  4. In September 2026, Auckland Museum lost share of searches among museums in New Zealand, from 47.2% to 46.4%.

  5. In September 2026, Toitū Otago Settlers Museum rose from 6th to 5th among museums in New Zealand.

  6. Estimated monthly branded searches for Canterbury Museum in New Zealand fell 32.9% over 12 measured months, from 15K to 10.1K in September 2026.

How are Te Papa’s branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Te Papa’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • gallipoli te papa
  • te papa
  • te papa exhibition
  • te papa hours
  • te papa museum
  • te papa press
  • te papa tickets
  • tepapa
  • tepapa museum
  • tepapa tickets

Do you work for Te Papa? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Te Papa compete?

Te Papa is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Museums2nd of 631.8%Shown above
Wellington attractions4th of 616.7%Show ranking
Creator with pink hair and a pink jacket

Is Te Papa your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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