Following the success of the Lord of the Rings film trilogy, New Zealand became a hot spot for tourists. With the upcoming Hobbit films, New Zealand will likely see even more of an increase in tourism.
George Hickton, a renowned expert on the tourism industry in New Zealand, recently acknowledged the highly-anticipated two part Hobbit film as being an amazing opportunity for attracting tourism – noting that the films will draw more people to visit New Zealand than the Rugby World Cup ever could, and that they will also generate more money and overseas earnings than the All Blacks winning the World Cup.
"One of the things we have to do is get to understand the psyche of people who want to come and see it," he said at a meeting of tourism figures in Hamilton last week. "This is bigger than [the Lord of the Rings]. You need to be actively aware of what it looks like, what the story is."
He also urged New Zealand businesses to "talk about Hobbits, put on hairy feet. Do whatever you can to make sure that when people come to this place that you absolutely embrace it, that you 'get it.""