New Zealand first to see The Hobbit – An Unexpected Journey

Tourism New Zealand's work to leverage the Hobbit films will step up a notch in the coming weeks, following the recent announcement of the 28 November, 2012 global premiere of The Hobbit: An Unexpected Journey, in Wellington.

Tourism New Zealand's Chief Executive Kevin Bowler says it is fantastic news that the first ever screening of the film will be in Wellington.

"The premiere and the films will once again put New Zealand and its spectacular landscapes in front of movie lovers world-wide.

"The staging of such a major event as the world premiere of the first Hobbit film will result in significant international attention both from media and potential travellers.

"We are now less than six months away from the first ever screening of the first Hobbit film. The development of our campaign activity is well underway and the excitement is building as we work toward its roll-out later in the year.

Tourism New Zealand's campaign work will roll out in all major markets, with a significant emphasis on the United States, our third largest source of visitor arrivals. 

"Tourism New Zealand's objective over the next 24 months, is to convert all the attention and excitement that will be generated globally by the films, into travel to New Zealand.

"'100% Middle-earth, 100% Pure New Zealand' will underpin our campaign work to demonstrate that the fantasy of Middle-earth is in fact the reality of New Zealand - and that there is a whole world of experiences to be had and people to meet within the movie-scene like landscapes."