Film Tourism: Opportunities and challenges Catherine Bates, Tourism New Zealand.

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Presentation transcript:

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 % 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 ,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 have visited a film location.

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 LocationImpact: Visitor Numbers /Revenue Braveheart Wallace Monument, Scotland 300% increase in visitors year after release Dances with WolvesFort Hayes, Kansas 25% increase compared with 7% for previous 4 years Last of the Mohicans Chimney Rock Park, North Carolina 25% increase year after release Captain Corelli’s Mandolin Cephalonia, Greece50% increase in tourism over three years Mamma MiaSkopelos, Greece Major increase in tourism on the island of Skopelos The BeachThailand 22% increase in youth market in 2000 Harry PotterVarious 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: /

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.