Film Tourism: Opportunities and challenges Catherine Bates, Tourism New Zealand What is the opportunity? • The world’s eyes will be on us • The Hobbit movies highlight New Zealand as: – a great place to visit – a great place to do business – a great place for film production • Take the attention and use it to our advantage We are starting from a good base .. In 2004 • 87% of visitors were aware The Lord of The Rings trilogy was made in New Zealand. • 6% cite The Lord of the Rings as being one of the main reasons for visiting • 1% cite the Lord of the Rings as their main or only reason for visiting equating to $33m in spend In 2004 • 63,200 visitors participated in a LOTR activity – 10,000 undertook a group tour for LOTRs fans; – 20,250 completed an organised tour that included a LOTR site; – 29,250 visited a LOTR site independently • Since 2004 an average of 47,000 international tourists per year Relevance today • 54% of our target market are aware of The Hobbit films • 48 % are aware that New Zealand is the location • 31% are fans Film Tourism Internationally Film Location Impact: Visitor Numbers /Revenue Braveheart Wallace Monument, Scotland Fort Hayes, Kansas 300% increase in visitors year after release 25% increase compared with 7% for previous 4 years 25% increase year after release Dances with Wolves Last of the Mohicans Captain Corelli’s Mandolin Mamma Mia Chimney Rock Park, North Carolina Cephalonia, Greece Skopelos, Greece 50% increase in tourism over three years The Beach Thailand Major increase in tourism on the island of Skopelos 22% increase in youth market in 2000 Harry Potter Various locations in U.K All saw an increase of 50% or more Journal of Travel Research 2006; 44; 387; Promoting Destinations via Film Tourism: An Empirical Identification of Supporting Marketing Initiatives; Simon Hudson and J. R. Brent Ritchie. DOI: 10.1177/0047287506286720 The Hobbit • Blend the Hobbit with the 100% Pure message • The Tolkien movies transport viewers to a magical land of awe inspiring backdrops. • What is seen can only be made possible through the wonders of modern film-making. • Not so … New Zealand: Fantasy is Reality • The characters may be fictional, but the landscape is very real • It can be seen and enjoyed by anyone who makes it here. • Objective: – to let audiences know that what appears to be a fantasy is in fact a real place to be enjoyed by all visitors. – To let active considerers to know what experiences are available beyond the scenery.