• Maverick partners with Qualmark to drive digital capability

Maverick Digital has been named as one of the preferred suppliers to work alongside Qualmark in supporting tourism operators increase digital capability.


Qualmark logoMaverick Digital Logo


The initiative focuses on enhancing the digital literacy of New Zealand tourism businesses with a view to having a sustainable, long-standing impact on the sector. The activity will be run under the successful tourism recovery package.

Qualmark General Manager Gregg Anderson says “The Tourism Transitions Programme has been a lifeline for many tourism businesses as they’ve navigated the impacts of COVID-19 and refocussed on the domestic market.

“Nearly 900 operators across New Zealand have already taken up the assistance on offer already. The new digital capability programme will build on that support and enable businesses to develop crucial digital strategies, skills and access digital tools.”

Maverick founder and Head of Strategy Alex Dykman says the programme has the potential to be a long-term game changer for tourism businesses of shapes and sizes.

“With our borders closed, operators who have been relying on traditional mechanisms to drive demand find themselves looking to the digital ecosystem as their best bet to create demand and drive direct bookings from the domestic traveller.

“We’ve always been passionate advocates for digital enablement among tourism operators, and it’s exciting to be working with Qualmark to help empower operators in such a high-impact way.”

The programme has been broken into three parts to enable operators to grasp the key concepts of digital marketing for tourism in a step-by-step way.

Part one of digital capability involves a series of small group workshops and webinars, which feature key digital concepts that are highly relevant to the economic conditions the industry is facing right now.

Part two is an individual targeted approach, where the operator participates in multiple one-on-one sessions where they access bespoke, tailored advice relevant to their specific business situation.

Following that is implementation, where operators have the option to receive further assistance with implementing their newly developed digital strategy in a best practice way that gives them the best chance of success.

Based in Albany, Maverick began in 2014 and is a specialist digital agency that only works with the tourism industry. Clients include tourism operators of all shapes and sizes as well as RTO’s like Tourism Bay of Plenty, Destination Kaikoura, Enterprise Dunedin and Tairāwhiti Gisborne. The agency is known for their high-impact digital capability workshops that have been run throughout New Zealand.

The programme is free of charge and is open to tourism operators of all types throughout New Zealand – you do not have to be a Qualmark member to participate. Four other suppliers will be involved in the roll-out of this programme.

Sign up via this page on the Qualmark website.

  • Tamaki Maori Village
    The Maverick team has a clear passion for tourism, a wealth of knowledge with online customer experience, online marketing & ultimately booking conversions. We are very pleased with the results we have had so far.
  • Whakarewarewa

    The way you do your business is exceptional - you are all ‘can do’, love to go the extra mile, and get really excited about our product. Only two months in, our conversion rate is double what it was this time last year with our old website. I think that speaks for itself?

  • Rotorua Canopy Tours
    We have been working with Alex and the Maverick team for 5 years now - their dedication to making our business successful has never been doubted and as a result our business has gone from strength to strength because of their work.
  • Destination Coromandel
    We have to be focused on reaching our target markets with the right content in order to maximise our spend. Maverick Digital provide the expertise to make this connection work cost effectively.
  • Southern Lakes Helicopters
    Alex and her team at Maverick have been fabulous in putting together our new website – which we love, and are proud to show to the world. At all stages Alex kept in touch and listened to our thoughts and ideas and built these into the site, along with all the enhancements that the Maverick design team brought to the table. We are delighted with the end result!
  • Hobbiton Movie Set

    Working with the Maverick team has been a breeze. They understand our business needs and have quickly become a trusted and expert source of information on all things Digital. The monthly reports, regular comms and calls from Alex and the team ensures we are close to the data and are getting the best bang for our buck.