Hobbit Tourism

For millions, the Lord of the Rings films turned New Zealand into Middle-earth. As the premiere of a second trilogy approaches, tour operators are ready for another bonanza.

From a story in the Guardian...

The countdown to The Hobbit – in its film form, also a trilogy – began last week in earnest. In earnest and in fact: Wellington mayor Celia Wade-Brown unveiled a giant clock, complete with an image of Martin Freeman as Bilbo Baggins, counting down the minutes to the 28 November premiere.

The clock sits atop the Embassy Theatre, the handsome 1920s cinema that will host the screening. A bevy of international stars, led, it's safe to predict, by Freeman, will return to Wellington to walk the red carpet down Courtenay Place. The last time the 500m carpet was unrolled, for the world premiere of The Return of the King in 2003, about 120,000 people came to watch the procession. Organisers expect a similar turnout this time. "It will be a real carnival atmosphere," promises Wade-Brown.

There is nothing subtle about efforts to piggyback. The national tourism slogan "100% Pure New Zealand" has become "100% Middle-earth", while in the days leading up to the premiere Wellington will be "renamed", Wade-Brown announced last week, as "Middle of Middle-earth".

It would all no doubt bewilder Tolkien, who conjured up his Middle-earth from Oxfordshire in the 1930s, and never travelled as far as New Zealand.