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 16.7% of all New Zealand Wellington attraction searches, placing Te Papa fourth out of six attractions. When we asked both ChatGPT and Google AI Overviews about Wellington attractions, Te Papa appeared in all answers and was the most recommended of the six.
Te Papa is the fourth most searched of 6 competitors and the most recommended in AI answers.
Wellington Cable CarShare of searches 23.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
Weta WorkshopShare of searches 23.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
Wellington ZooShare of searches 22.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
Te PapaShare of searches 16.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
ZealandiaShare of searches 12.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
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Top Wellington attractions in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Te Papa appeared in all five 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Te Papa5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Zealandia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Wellington Cable Car4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Weta Workshop4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Wellington Zoo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Space Place1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about Wellington attractions
5 answers
Asked ChatGPT
“Which attraction should I go to in Wellington, New Zealand?”
Asked ChatGPT
“What are the best attractions in Wellington, New Zealand?”
Asked ChatGPT
“What's the best attraction in Wellington, New Zealand for a family day out?”
Searched Google, AI Overview
“wellington attractions”
Searched Google, AI Overview
“things to do wellington”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which Wellington attractions compete with Te Papa?
Share of searches by month for Wellington Cable Car, Weta Workshop, Wellington Zoo, Te Papa, Zealandia. The figures are in the table below the chart.
View monthly share of searches table
| Month | Wellington Cable Car | Weta Workshop | Wellington Zoo | Te Papa | Zealandia | Space Place |
|---|---|---|---|---|---|---|
| Oct 2025 | 24.5% | 26.7% | 19.5% | 17.2% | 10.8% | 1.1% |
| Nov 2025 | 29.6% | 28.9% | 15.9% | 11.6% | 13.2% | 0.71% |
| Dec 2025 | 31.5% | 27.7% | 16.8% | 15.4% | 7.7% | 0.99% |
| Jan 2026 | 29% | 28.2% | 18.9% | 14.2% | 8.6% | 1.1% |
| Feb 2026 | 35.4% | 26.2% | 15.3% | 13.8% | 8.6% | 0.7% |
| Mar 2026 | 31.4% | 24.6% | 16.7% | 15% | 11.3% | 0.98% |
| Apr 2026 | 26.6% | 22% | 21.2% | 19.3% | 9.6% | 1.3% |
| May 2026 | 21.5% | 19% | 31.1% | 15.4% | 11.5% | 1.5% |
| Jun 2026 | 20.7% | 25.4% | 20.1% | 18.1% | 13.6% | 2.2% |
| Jul 2026 | 23.4% | 22.3% | 22.9% | 16.9% | 12.6% | 2% |
| Aug 2026 | 21.6% | 22.4% | 21% | 18.9% | 14.2% | 1.9% |
| Sep 2026 | 23.3% | 23.3% | 22.6% | 16.7% | 12.5% | 1.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 23.3% | 22.9K | +22.6% | +1.7 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 23.3% | 22.9K | +18.2% | +0.9 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 22.6% | 22.3K | +22.7% | +1.6 points | |
| 4, held 4th | 16.7% | 16.4K | +0.43% | -2.2 points | |
| 5, held 5th | 12.5% | 12.3K | +0.33% | -1.7 points | |
| 6, held 6th | 1.6% | 1.6K | 0% | -0.2 points |
23.3%
Moved from 2nd to 1st. 22.9K estimated branded searches, +22.6% vs prior month. Share +1.7 points.
23.3%
Moved from 1st to 2nd. 22.9K estimated branded searches, +18.2% vs prior month. Share +0.9 points.
22.6%
Held 3rd. 22.3K estimated branded searches, +22.7% vs prior month. Share +1.6 points.
4.
Te Papa16.7%
Held 4th. 16.4K estimated branded searches, +0.43% vs prior month. Share -2.2 points.
12.5%
Held 5th. 12.3K estimated branded searches, +0.33% vs prior month. Share -1.7 points.
1.6%
Held 6th. 1.6K estimated branded searches, 0% vs prior month. Share -0.2 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 Wellington attractions in New Zealand decreased from 17.2% to 16.7%.
- Across the 12 months ending September 2026, Te Papa’s share of searches among Wellington attractions in New Zealand peaked at 19.3% in April 2026 and was lowest at 11.6% in November 2025.
How did search popularity change for New Zealand Wellington attractions in September 2026?
6 changes
In September 2026, Wellington Cable Car overtook Weta Workshop to become the leader among Wellington attractions in New Zealand, with 23.3% of the searches.
In September 2026, Wellington Zoo gained share of searches among Wellington attractions in New Zealand, from 21% to 22.6%.
In September 2026, Weta Workshop gained share of searches among Wellington attractions in New Zealand, from 22.4% to 23.3%.
In September 2026, Te Papa lost share of searches among Wellington attractions in New Zealand, from 18.9% to 16.7%.
In September 2026, Zealandia lost share of searches among Wellington attractions in New Zealand, from 14.2% to 12.5%.
Space Place’s share of searches among Wellington attractions in New Zealand has lost ground for 3 months in a row, from 2.2% to 1.6% 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
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Where does Te Papa compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Museums | 2nd of 6 | 31.8% | Show ranking |
| Wellington attractions | 4th of 6 | 16.7% | Shown above |
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.