New Zealand tourism set to exploit interest in The Hobbit

The filming of the latest J.R.R. Tolkien tale, The Hobbit, in News Zealand is set to boost the country's tourism.

Speaking at this week's TRENZ (Tourism industry rendezvous New Zealand) conference, Tourism New Zealand Chief Executive Kevin Bowler announced that the government-backed tourism agency is close to signing a deal with the makers of The Hobbit movies to promote the country as a tourist destination.

Tourism New Zealand is predicting Sir Peter Jackson's two movies, the first of which is due for release in December, will provide an event bigger boost for the country's tourism than the three Lord of the Rings films.

Released between 2001 and 2003, the Oscar-winning Lord of the Rings franchise earned nearly US$3 billion and was credited with boosting tourism to its New Zealand locations, where visitor numbers rose by 40%.

Reports suggest The Hobbit will surpass the US$1.11 billion box-office haul of The Return of the King, the final instalment of the trilogy, and the early word on the trailer is enthusiastic.

Having shot The Hobbit in 3D, the New Zealand born director is to release the prequel to The Lord of the Rings in two instalments. The Hobbit: An Unexpected Journey is set for a world premiere in Wellington, New Zealand, on 14th December.

Part two, entitled There and Back Again, follows on 13th December 2013.

Tourism New Zealand's Bowler said a deal was close with Warner Bros and Wingnut Films to share some of the intellectual property from the two Hobbit movies which would be used to closely associate New Zealand with the films, which have reportedly cost NZ$660 million to produce.

Bowler said he was confident the movies would be a huge bonus for New Zealand tourism over the next three years, stating "we are really optimistic about how The Hobbit will elevate New Zealand's promotion overseas, as did Lord of the Rings 12 years ago."

Bowler added that businesses were still making money from Lord of the Rings tours, stating "I think The Hobbit is going to be that and more. We learned a lot of lessons from Lord of the Rings and we are doing everything we did back then plus some more."
With AAP and the Guardian

29th October 2010 - HOBBIT A PRECIOUS BOOST TO NEW ZEALAND TOURISM