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

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

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

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

  2. 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

  3. We are starting from a good base ..

  4. 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

  5. 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 have visited a film location.

  6. 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

  7. Film Tourism Internationally 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

  8. 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 …

  9. 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.

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