AUS Hospitality Museums & Art Galleries - PPC Market Share Analysis February 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Museums & Art Galleries category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Hospitality Museums & Art Galleries AUS

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	5.05426121272
	94.9457387873

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency	Percentage
Frequency	20
	80

20%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	4%
Transactional	9%
Navigational	15%
Seasonal	0%
Local	7%
Problem Solving	0%

Market Exposure

Share of Clicks for top 10 AUS Hospitality Museums & Art Galleries brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
getyourguide.com	23.78
viator.com	15.27
australian.museum	9.24
tiqets.com	9.08
headout.com	8.37
agoda.com	8.11
klook.com	5.68
madametussauds.com	4.39
sovereignhill.com.au	2.94
gocity.com	1.49
others	11.65

getyourguide.com - 23.78%
viator.com - 15.27%
australian.museum - 9.24%
tiqets.com - 9.08%
headout.com - 8.37%
agoda.com - 8.11%
klook.com - 5.68%
madametussauds.com - 4.39%
sovereignhill.com.au - 2.94%
gocity.com - 1.49%
others - 11.65%

In the PPC landscape, GetYourGuide leads with 23.78% click share, followed by Viator at 15.27%. Others collectively hold 11.65%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Hospitality Museums & Art Galleries brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	getyourguide.com	viator.com	australian.museum	headout.com	klook.com	madametussauds.com	agoda.com	tiqets.com	culturalattractionsofaustralia.com	gocity.com
2026/02/01	18.32%	14.88%	18.11%	9.07%	5.86%	3.45%	10.37%	6.3%	1.46%	0.23%
2026/02/02	25.02%	17.39%	8.85%	5.5%	6.61%	2.09%	11.59%	8.13%	2.64%	1.29%
2026/02/03	24.31%	17.17%	11.78%	6.79%	6.51%	3.88%	7.81%	10.08%	2.09%	0.93%
2026/02/04	24.17%	16.16%	7.11%	10.85%	9.81%	4.63%	12.67%	2.76%	1.11%	1.27%
2026/02/05	25.76%	16.36%	10.57%	9.55%	7.36%	3.64%	8.43%	8.26%	0.6%	0.67%
2026/02/06	25.29%	15.53%	6.16%	11.24%	8.18%	2.71%	8.13%	10.56%	2.14%	0.83%
2026/02/07	27.69%	18.31%	7.82%	10.36%	7.85%	1.08%	10.81%	9.47%	0.8%	0.46%
2026/02/08	28.42%	15.44%	6.62%	10.28%	5.25%	2.53%	10.3%	10.67%	2.43%	1.44%
2026/02/09	28.05%	16.69%	4.39%	10.48%	9.01%	1.86%	10.63%	9.19%	0.97%	1.58%
2026/02/10	25.74%	16.55%	4.85%	10.07%	7.3%	2.34%	14.64%	7.9%	0.88%	1.45%
2026/02/11	24.86%	14.3%	4.8%	8.36%	6.76%	2.37%	13.95%	11.35%	1.45%	1.38%
2026/02/12	24.75%	14.99%	5.11%	8.96%	6.01%	4.79%	11.06%	13.42%	2.4%	1.28%
2026/02/13	25.23%	15.43%	6%	11.5%	8.17%	2.64%	8.09%	10.28%	2.09%	1.24%
2026/02/14	27.57%	18.18%	7.69%	10.6%	7.82%	1.06%	10.73%	9.31%	0.78%	0.77%
2026/02/15	28.35%	15.38%	6.59%	10.24%	5.23%	2.52%	10.41%	10.63%	2.42%	1.43%
2026/02/16	27.93%	16.62%	4.37%	10.43%	8.97%	1.85%	10.64%	9.15%	0.97%	1.57%
2026/02/17	25.36%	14.87%	3.54%	12.33%	6.24%	4.78%	5.3%	16.13%	0.42%	1.83%
2026/02/18	31.42%	19.2%	2.87%	12.28%	7.12%	5.07%	8.15%	3.76%	0.51%	2.8%
2026/02/19	23.45%	12.5%	8.91%	10.68%	4.93%	6.01%	7.15%	12.2%	3.56%	2.01%
2026/02/20	22.72%	16.73%	9.94%	11.46%	4.96%	6.28%	7.97%	9.75%	2.38%	1.19%
2026/02/21	26.69%	21.21%	9.94%	5.48%	4.9%	4.01%	3.01%	10.57%	4.01%	1.02%
2026/02/22	24.53%	12.99%	11.1%	9.5%	4.77%	4.37%	8.58%	11.77%	2.6%	1.42%
2026/02/23	24.97%	17.76%	7.49%	5.46%	7.35%	5.45%	7.34%	11.4%	1.87%	1.37%
2026/02/24	28.22%	17.85%	7.88%	5.31%	5.67%	3.67%	6.35%	6.83%	3.07%	1.94%
2026/02/25	27.83%	16.43%	6.03%	6.64%	6.12%	4.63%	9.24%	7.99%	2.27%	1.8%
2026/02/26	27.65%	19.06%	2.88%	9.64%	7.4%	4.66%	8.85%	8.76%	0.79%	2.14%
2026/02/27	25.34%	18.5%	5.32%	10.26%	6.31%	2.69%	9.6%	8.47%	1.18%	1.66%
2026/02/28	30.13%	22.21%	9.02%	6.84%	6.44%	3.62%	2.8%	2.78%	2.03%	1.97%

getyourguide.com
viator.com
australian.museum
headout.com
klook.com
madametussauds.com
agoda.com
tiqets.com
culturalattractionsofaustralia.com
gocity.com

In February 2026, GetYourGuide.com led with a peak spend share of 31.42% on the 18th. Viator.com followed, peaking at 22.21% on the 28th. The month concluded with GetYourGuide.com maintaining dominance.

Market Exposure

Competitor Count for AUS Hospitality Museums & Art Galleries

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/02/01	55
2026/02/02	44
2026/02/03	52
2026/02/04	52
2026/02/05	48
2026/02/06	56
2026/02/07	46
2026/02/08	56
2026/02/09	51
2026/02/10	55
2026/02/11	53
2026/02/12	48
2026/02/13	56
2026/02/14	46
2026/02/15	56
2026/02/16	51
2026/02/17	43
2026/02/18	46
2026/02/19	49
2026/02/20	50
2026/02/21	48
2026/02/22	45
2026/02/23	52
2026/02/24	50
2026/02/25	54
2026/02/26	46
2026/02/27	46
2026/02/28	45

February saw fluctuating advertiser numbers, peaking at 56 twice, with a low of 43. The month concluded with 45 advertisers.

Campaign Efficiency

Market Loss & Market Gains for AUS Hospitality Museums & Art Galleries

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
madametussauds.com	1.71%
sovereignhill.com.au	1.14%
gocity.com	0.7%
feverup.com	0.58%
ngv.vic.gov.au	0.35%
gioia.com.au	-0.37%
museum.qld.gov.au	-0.46%
klook.com	-1.07%
aboriginal-art-australia.com	-1.14%
agoda.com	-2.29%

Madame Tussauds and Sovereign Hill saw significant click share growth, while Agoda and Aboriginal Art Australia experienced notable declines.

Campaign Efficiency

AUS Hospitality Museums & Art Galleries Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	getyourguide.com	viator.com	headout.com	australian.museum	klook.com	agoda.com	tiqets.com	madametussauds.com	gocity.com	feverup.com
2026/02/01	24.69%	16.56%	6.38%	11.49%	5.42%	11.19%	10.25%	1.34%	1.04%	1.12%
2026/02/02	26.35%	16.47%	6.74%	6.06%	6.08%	13.33%	8.7%	1%	2.39%	1.91%
2026/02/03	27.63%	18.15%	8.18%	7.97%	5.91%	7.86%	11.96%	1.71%	1.88%	0.81%
2026/02/04	26.1%	16.49%	12.01%	4.21%	9.83%	13.67%	3.48%	2.51%	2.13%	1.52%
2026/02/05	27.89%	17.47%	10.4%	7.58%	7.36%	8.67%	8.23%	1.84%	1.65%	1.82%
2026/02/06	28.28%	15.87%	12.62%	4.06%	8.16%	8.83%	9.18%	0.86%	1.45%	1.19%
2026/02/07	30.44%	17.59%	12.07%	5%	7.6%	11.96%	8.41%	0.57%	0.96%	1.07%
2026/02/08	29.59%	14.63%	11.79%	4.99%	4.6%	11.87%	10.9%	1.69%	1.73%	1.55%
2026/02/09	30.41%	16.62%	11.44%	3.26%	9.06%	11.5%	8.14%	1.48%	1.8%	1.15%
2026/02/10	28.36%	16.28%	10.92%	3.02%	7.19%	15.85%	7.08%	1.35%	1.63%	1.18%
2026/02/11	26.61%	13.48%	9.66%	2.96%	7.13%	15.7%	9.78%	0.99%	1.63%	1.18%
2026/02/12	27.58%	15.41%	10.94%	3.39%	6.77%	11.95%	10.07%	1.74%	1.49%	1.63%
2026/02/13	28.28%	15.87%	12.62%	4.06%	8.16%	8.83%	9.18%	0.86%	1.45%	1.19%
2026/02/14	30.44%	17.59%	12.07%	5%	7.6%	11.96%	8.41%	0.57%	0.96%	1.07%
2026/02/15	29.59%	14.63%	11.79%	4.99%	4.6%	11.87%	10.9%	1.69%	1.73%	1.55%
2026/02/16	30.41%	16.62%	11.44%	3.26%	9.06%	11.5%	8.14%	1.48%	1.8%	1.15%
2026/02/17	27.5%	16.33%	14.29%	2.27%	6.96%	6.89%	13.65%	2.22%	2.24%	1.8%
2026/02/18	32.97%	18.2%	13.23%	3.23%	6.59%	9.39%	3.81%	2.48%	3.3%	2.79%
2026/02/19	26.87%	12.42%	12.66%	6.48%	5.39%	8.5%	11.75%	2.49%	2.44%	2.42%
2026/02/20	26.93%	16.3%	13.02%	7.71%	5.16%	9.27%	9.31%	2.06%	1.41%	1.75%
2026/02/21	29.26%	20.44%	7.34%	6.94%	4.84%	5.2%	11.82%	1.33%	1.15%	2.69%
2026/02/22	28.88%	13.98%	10.78%	7.21%	5.3%	10.43%	10.62%	1.92%	1.65%	1.71%
2026/02/23	28.91%	17.8%	6.87%	4.57%	6.92%	10.28%	12.35%	1.51%	1.97%	1.69%
2026/02/24	28.18%	17.78%	7.12%	5.48%	5.22%	7.64%	9.58%	2%	2.42%	3.09%
2026/02/25	28.81%	16.29%	7.94%	3.74%	6.89%	11.2%	8.91%	2.08%	2.23%	2.63%
2026/02/26	30.96%	19.11%	9.95%	2.59%	7.47%	10.59%	7.44%	2.99%	2.38%	1.4%
2026/02/27	27.81%	19.3%	11.41%	2.96%	6.94%	11.88%	7.95%	1.86%	1.99%	1.45%
2026/02/28	31.52%	20.71%	9.05%	6.46%	6.23%	3.64%	3.3%	2.7%	2.65%	2.31%

getyourguide.com
viator.com
headout.com
australian.museum
klook.com
agoda.com
tiqets.com
madametussauds.com
gocity.com
feverup.com

In February 2026, GetYourGuide led with a steady rise, peaking at 32.97%. Viator fluctuated, ending strong at 20.71%. Headout saw a mid-month surge, closing at 9.05%. Australian Museum dipped, then rebounded to 6.46%. Klook and Agoda showed varied trends, finishing at 6.23% and 3.64%, respectively. Tiqets and Madame Tussauds had ups and downs, ending at 3.3% and 2.7%. GoCity and Feverup experienced growth, closing at 2.65% and 2.31%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Hospitality Museums & Art Galleries

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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Google Text Ad Copy Insights & Creative Trends for AUS Hospitality Museums & Art Galleries - Last month

1
The Australian Museum, Sydney https://www.australian.museum
Stunning Natural History — The Australian Museum in Sydney NSW - Stunning Natural History & Cultural Collection. Visit the Australian Museum in Sydney - Free General Entry. No Tickets or Booking Needed! Since 1827.
2
Things to See in Sydney https://www.culturalattractionsofaustralia.com
Cultural Tourist Attractions — Premium ways to experience Sydney's cultural & indigenous tourist attractions. Exclusive behind the scenes access to Sydney museums, opera, art...
3
9 Best Museums in Sydney Not To Miss - 9 of the best museums https://www.getyourguide.com
From world-famous artworks at the Art Gallery of New South Wales to hidden gems like the Chau Chak Wing Museum, these are the best museums in Sydney
4
Museums In Sydney https://www.sydney.com › thingstodo › museums
Your Official Guide to Sydney — Delve into Sydney Museums & Culture & Discover Australian Museum Exhibitions. Feel New In...
5
Melbourne. Every Bit Different | View Museums & Exhibits https://www.visitmelbourne.com
Bring The Kids & Make The Most Of Victoria's Interactive Museums. Learn Something New At One Of Victoria's Museums.

In the vibrant world of Sydney and Melbourne’s cultural scene, top advertisers captivate audiences with unique narratives. The Australian Museum entices with free entry and a rich history since 1827. Cultural Attractions of Australia offers exclusive behind-the-scenes experiences. GetYourGuide highlights Sydney’s must-visit museums, while Sydney.com serves as the official cultural guide. Visit Melbourne invites families to explore interactive museums, promising new discoveries. Each ad weaves a story of exploration and cultural immersion.

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Why is the AUS Hospitality Museums & Art Galleries February 2026 Report useful and how should I use it?

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Data within the AUS Hospitality Museums & Art Galleries February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
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AUS Hospitality Museums & Art Galleries - PPC Market Share Analysis February 2026