Tourism New Zealand's marketing strategy is focused
on converting the international attention New Zealand will
draw from starring in the Hobbit trilogy, into travel.
The Hobbit trilogy will put New Zealand and its stunning landscapes centre stage for movie lovers world-wide. Above - the Hobbiton movie set
Our campaign work will demonstrate how easy it is for people to
come to New Zealand, see Middle-earth firsthand and experience all
the country has to offer.
Association with films such as The Hobbit movies also offers New
Zealand a wider opportunity to enhance its international profile as
an innovative and creative nation, and as a great place to make
films and do business.
A number of government agencies are working together to build a
complete story covering the tourism, film, and business sectors,
and leverage the attention that New Zealand is receiving by
"starring" in the films.
Read more about the campaign
100% Middle-earth, 100% Pure New Zealand.
Impact on tourism
Information gathered from three separate research sources is
presenting a positive picture around
the impact of New Zealand's appearance in The Hobbit
- Tourism New Zealand's own Active
Considerer monitor shows the impact of the 100% Middle-earth,
100% Pure New Zealand campaign, first launched in August 2012, in
- 82 per cent of respondents state the campaign increases their
interest in New Zealand, and 73 per cent state the campaign
improved their opinions of New Zealand.
- International Visitor Arrivals data for
January-April 2013 show holiday arrivals into New Zealand are
up 10 per cent on last year.
- Holiday arrivals from the United States, a key target market
for the Middle-earth campaign, are up 23 per cent on the same
period last year.
- The International Visitor Survey shows that 8.5
per cent of all international visitors surveyed January to March
2013, say The Hobbit was a factor in stimulating their interest in
New Zealand as a destination.
- 13.2 per cent of international visitors over January to March
took in a Hobbit experience while in New Zealand, including group
tours specifically visiting film sites or visiting Hobbiton.
The Lord of the Rings
Anecdotal feedback from many overseas markets about the success
of the Lord of the Rings movies also suggests that they made a
significant contribution to raising New Zealand's profile in
several of our key markets.
- The International Visitor Survey from 2004,
completed following the release of the Lord of the Rings trilogy,
found that six percent of visitors to New Zealand (around 120,000 -
150,000 people) cite The Lord of the Rings as being one of the main
reasons for visiting New Zealand.
- One per cent of visitors said that the Lord of the Rings was
their main or only reason for visiting. This one per cent related
to approximately NZ$32.8m in spend.
- In 2004, 63,200 visitors participated in a Lord of the Rings
activity while here.
- Since 2004, an average 47,000 visitors each year have visited a