Newly released research suggests Hobbit themed marketing has significantly boosted the number of visitors to New Zealand.
Ian McKellen as Gandalf in "The Hobbit: An Unexpected Journey" which premiered in Wellington in 2012. Photo: AFP / Warner Bros
A study carried out for Tourism New Zealand, which created the 100 per cent Middle Earth campaign, shows tourism arrivals rose 6 percent in 2013, the largest growth in more than a decade.
Tourism New Zealand said that level of growth cannot explained by the economic recovery alone and believes about half was due to the Middle Earth campaign.
It said that assumption is backed up by a survey in which 14 percent of tourists said The Hobbit trilogy encouraged them to visit the country.
Tourism New Zealand said the results have reinforced its plan to continue the Middle Earth campaign.