IB Geo NIST

"Middle-earth effect The impact of Sir Peter Jackson's The Lord of The Rings and The Hobbit Trilogies on tourism in New Zealand cannot be dismissed.  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) cited 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 and since 2004, an average 47,000 visitors each year have visited a film location. In 2014 research completed by the New Zealand Institue of Economic Research found that the marketing of New Zealand as Middle-earth has had a significant and quantifiable impact on growth in visitor arrivals from Western markets.  International Visitor Arrivals data for year ending August 2014 show holiday arrivals into New Zealand are up 7.2 per cent on last year. Holiday arrivals from the United States, a key target market for the Middle-earth campaign, are up 14.2 per cent on the same period last year. The International Visitor Survey shows that 13 per cent of all international visitors surveyed July 2013 - June 2014, say The Hobbit was a factor in stimulating their interest in New Zealand as a destination. Source: Tourism New Zealand Corporate Website / Statistics New Zealand"

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