Hobbits good for NZ tourism

Kevin Bowler
Kevin Bowler
Tourism New Zealand credits promotions linked to The Hobbit trilogy for a 23% rise in visitor arrivals from the United States in the first three months of this year, compared with the same period last year.

Worldwide fans of The Hobbit are told by cast members Queenstown is ''a beautiful jewel at the bottom of the world'' and the Strath Taieri is ''glorious'' when they watch a special feature on the locations used in the trilogy on home entertainment releases of The Hobbit: An Unexpected Journey.

Tourism NZ chief executive Kevin Bowler said investment in marketing New Zealand's association with the Hobbit trilogy was paying off in increased visitor motivation and arrivals.

Information gathered from the latest international visitor survey showed 8.5% of all international visitors surveyed from January to March this year said The Hobbit stimulated their interest in New Zealand as a destination.

The dominant reason to consider a visit to New Zealand remained its landscapes and scenery - 46.7% of surveyed visitors were in this category.

The Hobbit rated alongside ''getting a good deal on flights'' at 8.8%, demonstrating the power of the connection between New Zealand and Middle Earth, Mr Bowler said.

A total of 13.2% of international visitors in January to March included a Hobbit experience while in New Zealand, including group tours specifically visiting film sites or visiting Hobbiton, near Matamata.

Tourism NZ's Active Considerer (AC) monitor showed the impact of the campaign, first launched in August 2012, in key markets.

''We asked specific questions about the campaign in the AC monitor in seven key markets and 82% of respondents state the campaign increases their interest in New Zealand and 73% state the campaign improved their opinions of New Zealand,'' Mr Bowler said.

''In terms of actual arrivals, we know from the international visitor arrivals data that for January-April 2013, holiday arrivals into New Zealand are up a very pleasing 10% on last year.

''Notably, holiday arrivals from the United States, a key target market for our Middle-earth campaign, are up 23% on the same period last year.

''This increase in holiday arrivals over January-April perfectly coincides with the release of the first Hobbit film and a significant increase in our efforts to promote New Zealand as a holiday destination off the back of it.''

Promotions using The Hobbit trilogy continue to feature heavily in Tourism NZ's new three-year marketing strategy.

The 100% Middle Earth, 100% Pure New Zealand campaign will be linked with major events planned for the international premieres of Hobbit films two and three.

Mr Bowler and other Tourism NZ executives are this week presenting the organisation's new three-year marketing strategy to industry operators in six centres.

It included a presentation at the Heritage Queenstown yesterday.

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