Meet Maverick: Helping Global Tourism Brands Win
The tourism industry is fast-moving and competitive, with brands of all sizes vying for attention. That’s where Maverick Tourism comes in – helping businesses and destinations, from iconic names to emerging players, stand out and succeed in a crowded market.
Founded in 2014 by Alex Dykman, Maverick was built to help tourism businesses embrace better marketing and ultimately drive more direct bookings. Fast forward more than a decade, and the team has grown into a full-service agency that still keeps one thing at its core: supporting the visitor economy.
“We’re not trying to be everything to everyone. We’ve stuck to what we know – and we know (and love!) tourism. We understand intricacies like seasonality, school holidays, distribution and the scale-up/scale-down mentality. It’s not a one-size-fits-all approach,” says Zac Watson, General Manager.
That means strategy, digital, content, media, creative, and brand – all wrapped around deep industry insight. From huge names like Hobbiton Movie Set and Explore, to family-run operators in regional Aotearoa, Maverick helps tourism brands find the right audiences and make smart marketing decisions with the budget they’ve got. 2024/25 has been a milestone year for the agency, with Maverick celebrating its 10th birthday, leading a complete brand and marketing transformation for one of America’s most established travel wholesalers, Travel Answers, and seeing strong growth from clients across the South Pacific and beyond – including Queensland, Fiji, and Canada.
“We’re really feeling the momentum building,” says Watson. “Celebrating ten years gave us a chance to reflect on how far we’ve come, and fuel the fire on what’s next. Add to that the new international opportunities coming our way, and it feels like a really exciting time for both Maverick and the global tourism industry.”
Maverick also isn’t afraid to embrace change. They’re across the shifts AI is creating – from faster internal processes to changing how people plan travel at the top of the funnel. They’re watching closely, testing new tools, and helping their clients stay ahead of the curve.
“Our job is to make sure the brands we work with are showing up in the right way, to the right people, at the right time.”
If you’re in tourism, chances are Maverick’s already on your radar. If not, now’s the perfect time to see how they’re helping brands across the South Pacific and beyond make their mark in an ever-changing visitor economy.