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Visitor attractions in New Zealand:Which brands are most popular in search?

In August 2026, Sky Tower was the most searched among visitor attractions in New Zealand, with an estimated 84.9K branded searches and 17.9% estimated Share of Search within this set.

Share of Search, August 2026
  1. Sky Tower17.9%
  2. Rainbow's End12.4%
  3. Kelly Tarlton's11.1%
  4. Hobbiton Movie Set10.4%
  5. Skyline Queenstown10.3%
  6. Waitomo Glowworm Caves9.3%
  7. Skyline Rotorua5.4%
  8. Weta Workshop5.3%
  9. International Antarctic Centre4.9%
  10. Shotover Jet3.9%
  11. +5 more

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Share of SearchLeaderboard

Compare the commercial visitor attractions New Zealanders and tourists book for a day out. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among visitor attractions in New Zealand, by month

Share of Search by month for Sky Tower, Rainbow's End, Kelly Tarlton's, Hobbiton Movie Set, Skyline Queenstown, Waitomo Glowworm Caves, Skyline Rotorua, Weta Workshop, International Antarctic Centre, Shotover Jet, Larnach Castle, Te Puia. The figures are in the table below the chart.

View monthly share of search table
MonthSky TowerRainbow's EndKelly Tarlton'sHobbiton Movie SetSkyline QueenstownWaitomo Glowworm CavesSkyline RotoruaWeta WorkshopInternational Antarctic CentreShotover JetLarnach CastleTe PuiaAgrodomeAll Blacks ExperienceWaitangi Treaty Grounds
Oct 202516.9%14.9%9.7%9.4%9.4%9%5.2%6.3%4.8%3.6%3.3%2.5%2.1%1.1%1.8%
Nov 202518.2%11.2%7.8%10.4%10.3%10.4%4.6%7.2%4.3%4.2%2.9%2.8%2.3%1.5%1.9%
Dec 202517.3%12.4%8.1%9.4%9.9%9.9%6.6%6.3%4.9%3.9%2.7%2.8%2.2%1.4%2.2%
Jan 202613.5%14.3%9.3%10%9.2%11.1%6.2%6.5%4.6%3.7%3.1%3%2%1.3%2.1%
Feb 202616.9%9.8%7.9%9.3%11.5%11.1%5.3%6.6%4.8%3.7%3.3%3.3%1.8%1.4%3.3%
Mar 202615.1%9.1%8.6%9.8%10.6%13.1%5.7%6.4%5.2%4%3.6%3%1.9%1.5%2.4%
Apr 202615.4%13.6%9.8%9%10.8%10.1%6.1%5.6%5.4%4.1%3%2.5%2%1%1.7%
May 202617%12.1%11.7%10%9.8%9.2%5.3%5.6%5.8%3.4%2.7%2.8%2.1%0.93%1.5%
Jun 202615.6%13.3%11.9%10%9.6%10.2%4.8%6%5.3%4.1%2.5%2.5%2%1%1.1%
Jul 202615.1%15.6%11.1%8.9%8.9%9.6%6.7%5.1%6%4.2%2%2.3%2.2%1.2%1%
Aug 202617.9%12.4%11.1%10.4%10.3%9.3%5.4%5.3%4.9%3.9%2.9%2.2%1.8%1.2%0.99%
Sep 2026———————————————

This month’s ranking, August 2026

  1. 1.Sky Tower

    17.9%

    moved from 2nd to 1st · 84.9K estimated branded searches · -2.8% vs prior month · +2.8 points

  2. 2.Rainbow's End

    12.4%

    moved from 1st to 2nd · 59K estimated branded searches · -34.8% vs prior month · -3.2 points

  3. 3.Kelly Tarlton's

    11.1%

    held 3rd · 52.5K estimated branded searches · -18.5% vs prior month · -0.1 points

  4. 4.Hobbiton Movie Set

    10.4%

    moved from 6th to 4th · 49.3K estimated branded searches · -3.7% vs prior month · +1.5 points

  5. 5.Skyline Queenstown

    10.3%

    held 5th · 49.1K estimated branded searches · -4.8% vs prior month · +1.4 points

  6. 6.Waitomo Glowworm Caves

    9.3%

    moved from 4th to 6th · 44.4K estimated branded searches · -19.8% vs prior month · -0.2 points

  7. 7.Skyline Rotorua

    5.4%

    held 7th · 25.8K estimated branded searches · -33.9% vs prior month · -1.3 points

  8. 8.Weta Workshop

    5.3%

    moved from 9th to 8th · 25.2K estimated branded searches · -14.5% vs prior month · +0.2 points

  9. 9.International Antarctic Centre

    4.9%

    moved from 8th to 9th · 23.4K estimated branded searches · -33.1% vs prior month · -1.1 points

  10. 10.Shotover Jet

    3.9%

    held 10th · 18.6K estimated branded searches · -23.9% vs prior month · -0.3 points

  11. 11.Larnach Castle

    2.9%

    moved from 13th to 11th · 13.8K estimated branded searches · +18% vs prior month · +0.9 points

  12. 12.Te Puia

    2.2%

    moved from 11th to 12th · 10.4K estimated branded searches · -23.1% vs prior month · -0.1 points

  13. 13.Agrodome

    1.8%

    moved from 12th to 13th · 8.5K estimated branded searches · -33.9% vs prior month · -0.4 points

  14. 14.All Blacks Experience

    1.2%

    held 14th · 5.5K estimated branded searches · -18.5% vs prior month · 0 points

  15. 15.Waitangi Treaty Grounds

    0.99%

    held 15th · 4.7K estimated branded searches · -19.2% vs prior month · 0 points

Compare search popularity between leading brands

Which brand is most popular in search among visitor attractions in New Zealand?

In August 2026, Sky Tower was the most searched among visitor attractions in New Zealand, with an estimated 84.9K branded searches and 17.9% estimated Share of Search within this set. Rainbow's End is in 2nd place, 5.4 percentage points behind at 12.4% Share of Search.

New Zealand visitor attractions, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Sky Tower16.9% → 17.9%18.2%Nov 202513.5%Jan 20261st
Rainbow's End14.9% → 12.4%15.6%Jul 20269.1%Mar 20262nd
Kelly Tarlton's9.7% → 11.1%11.9%Jun 20267.8%Nov 20253rd
Hobbiton Movie Set9.4% → 10.4%10.4%Nov 20258.9%Jul 20264th
Skyline Queenstown9.4% → 10.3%11.5%Feb 20268.9%Jul 20265th
Waitomo Glowworm Caves9% → 9.3%13.1%Mar 20269%Oct 20256th
Skyline Rotorua5.2% → 5.4%6.7%Jul 20264.6%Nov 20258th → 7th
Weta Workshop6.3% → 5.3%7.2%Nov 20255.1%Jul 20267th → 8th
International Antarctic Centre4.8% → 4.9%6%Jul 20264.3%Nov 20259th
Shotover Jet3.6% → 3.9%4.2%Jul 20263.4%May 202610th
Larnach Castle3.3% → 2.9%3.6%Mar 20262%Jul 202611th
Te Puia2.5% → 2.2%3.3%Feb 20262.2%Aug 202612th
Agrodome2.1% → 1.8%2.3%Nov 20251.8%Feb 202613th
All Blacks Experience1.1% → 1.2%1.5%Mar 20260.93%May 202615th → 14th
Waitangi Treaty Grounds1.8% → 0.99%3.3%Feb 20260.99%Aug 202614th → 15th

Each finding as a sentence

  • Across the 11 months ending August 2026, Sky Tower’s estimated Share of Search among visitor attractions in New Zealand increased from 16.9% to 17.9%.
  • Across the 11 months ending August 2026, Rainbow's End’s estimated Share of Search among visitor attractions in New Zealand decreased from 14.9% to 12.4%.
  • Across the 11 months ending August 2026, Kelly Tarlton's’ estimated Share of Search among visitor attractions in New Zealand increased from 9.7% to 11.1%.
  • Across the 11 months ending August 2026, Hobbiton Movie Set’s estimated Share of Search among visitor attractions in New Zealand increased from 9.4% to 10.4%.
  • Across the 11 months ending August 2026, Skyline Queenstown’s estimated Share of Search among visitor attractions in New Zealand increased from 9.4% to 10.3%.
  • Across the 11 months ending August 2026, Weta Workshop’s estimated Share of Search among visitor attractions in New Zealand decreased from 6.3% to 5.3%.
  • Across the 11 months ending August 2026, Waitangi Treaty Grounds’ estimated Share of Search among visitor attractions in New Zealand decreased from 1.8% to 0.99%.
  • Across the 11 months ending August 2026, Sky Tower’s estimated Share of Search among visitor attractions in New Zealand peaked at 18.2% in November 2025 and was lowest at 13.5% in January 2026.
  • Across the 11 months ending August 2026, Rainbow's End’s estimated Share of Search among visitor attractions in New Zealand peaked at 15.6% in July 2026 and was lowest at 9.1% in March 2026.
  • Across the 11 months ending August 2026, Kelly Tarlton's’ estimated Share of Search among visitor attractions in New Zealand peaked at 11.9% in June 2026 and was lowest at 7.8% in November 2025.
  • Across the 11 months ending August 2026, Hobbiton Movie Set’s estimated Share of Search among visitor attractions in New Zealand peaked at 10.4% in November 2025 and was lowest at 8.9% in July 2026.
  • Across the 11 months ending August 2026, Skyline Queenstown’s estimated Share of Search among visitor attractions in New Zealand peaked at 11.5% in February 2026 and was lowest at 8.9% in July 2026.
  • Across the 11 months ending August 2026, Waitomo Glowworm Caves’ estimated Share of Search among visitor attractions in New Zealand peaked at 13.1% in March 2026 and was lowest at 9% in October 2025.
  • Across the 11 months ending August 2026, Skyline Rotorua’s estimated Share of Search among visitor attractions in New Zealand peaked at 6.7% in July 2026 and was lowest at 4.6% in November 2025.
  • Across the 11 months ending August 2026, Weta Workshop’s estimated Share of Search among visitor attractions in New Zealand peaked at 7.2% in November 2025 and was lowest at 5.1% in July 2026.
  • Across the 11 months ending August 2026, International Antarctic Centre’s estimated Share of Search among visitor attractions in New Zealand peaked at 6% in July 2026 and was lowest at 4.3% in November 2025.
  • Across the 11 months ending August 2026, Larnach Castle’s estimated Share of Search among visitor attractions in New Zealand peaked at 3.6% in March 2026 and was lowest at 2% in July 2026.
  • Across the 11 months ending August 2026, Te Puia’s estimated Share of Search among visitor attractions in New Zealand peaked at 3.3% in February 2026 and was lowest at 2.2% in August 2026.
  • Across the 11 months ending August 2026, Waitangi Treaty Grounds’ estimated Share of Search among visitor attractions in New Zealand peaked at 3.3% in February 2026 and was lowest at 0.99% in August 2026.
  • Across the 11 months ending August 2026, Skyline Rotorua rose from 8th to 7th among visitor attractions in New Zealand.
  • Across the 11 months ending August 2026, Weta Workshop fell from 7th to 8th among visitor attractions in New Zealand.
  • Across the 11 months ending August 2026, All Blacks Experience rose from 15th to 14th among visitor attractions in New Zealand.
  • Across the 11 months ending August 2026, Waitangi Treaty Grounds fell from 14th to 15th among visitor attractions in New Zealand.
  • Across the 11 months ending August 2026, Waitomo Glowworm Caves, International Antarctic Centre, Shotover Jet, Larnach Castle, Te Puia and Agrodome held steady: their estimated Share of Search among visitor attractions in New Zealand each moved less than 0.5 percentage points.

How did search popularity change for New Zealand visitor attractions in August 2026?

  1. In August 2026, Sky Tower overtook Rainbow's End to take the highest estimated Share of Search among visitor attractions in New Zealand, at 17.9%.

  2. In August 2026, Larnach Castle overtook Agrodome to rank 11th among visitor attractions in New Zealand, at 2.9%.

  3. In August 2026, Hobbiton Movie Set overtook Waitomo Glowworm Caves to rank 4th among visitor attractions in New Zealand, at 10.4%.

  4. In August 2026, Skyline Queenstown gained estimated Share of Search among visitor attractions in New Zealand, from 8.9% to 10.3%.

  5. In August 2026, Rainbow's End lost estimated Share of Search among visitor attractions in New Zealand, from 15.6% to 12.4%.

  6. In August 2026, Skyline Rotorua lost estimated Share of Search among visitor attractions in New Zealand, from 6.7% to 5.4%.

  7. In August 2026, International Antarctic Centre lost estimated Share of Search among visitor attractions in New Zealand, from 6% to 4.9%.

  8. Te Puia’s estimated Share of Search among visitor attractions in New Zealand has lost ground for 3 months in a row, from 2.8% to 2.2% in August 2026.

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