AUCKLAND- Tourism New Zealand is working hard to convert the international attention New Zealand will draw from the movies, into travel.In a statement, Tourism New Zealand communication department wants to demonstrate with this campaign 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 The Hobbit movies also offered 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 were working together to build a complete 'New Zealand story' covering the tourism, film, and business sectors.
Tourism New Zealand conducts regular research across key markets, with people already considering a trip to New Zealand.
Research conducted in May to July, 2012 found that 57% of people already considering a trip to New Zealand were aware of The Hobbit trilogy.
Of those aware of the films, 87 per cent know they were filmed in New Zealand and 58 per cent are fans of the Hobbit.
New Zealand 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 film location.
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.
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