Te Papa Tongarewa is Aotearoa New Zealand’s national museum, celebrated for its innovative, bicultural, and interactive experiences. Since the introduction of the International Visitor Entry Charge (IVEC) in September 2024, the role of Te Papa’s hosts and tour guides, and the promotion of guided tours to international audiences, has become even more important. This photoshoot builds on previous marketing initiatives, showcasing refreshed tours, new uniforms, and the personal, culturally rich experiences that make Te Papa uniquely New Zealand.

Te Papa needed to reinforce its international appeal while reflecting updates to tours and staff presentation. The museum faced the task of capturing the guides’ expertise, manaakitanga, and storytelling in ways that resonate with international visitors. At the same time, marketing imagery had to reflect refreshed tours such as the Te Papa x Zealandia Botany Tour, Art Narratives Tour, and Mandarin Te Papa Highlights Tour, while maintaining a consistent, professional visual identity and authentically representing the diverse range of visitors.

A photoshoot was commissioned to create a versatile, high-quality library of images for web, print, and social media. Candid, documentary-style photography captured genuine interactions between guides and guests, emphasizing personal connection, cultural storytelling, and manaakitanga. The shoot showcased new uniforms and refreshed tours through dynamic compositions and natural light, representing the full range of visitor experiences. Five Te Papa guides and ten guest participants brought diversity and authenticity to the imagery, resulting in a compelling suite of assets that positions Te Papa as an innovative, welcoming, and internationally appealing destination.