By Aja Styles
On set in New Zealand for the filming of Peter Jackson's The Hobbit.
"Nasty little Hobbitses" may once again put New Zealand in the spotlight as a preferred destination over a Gollum-like Australia.
Tourism New Zealand chief executive Kevin Bowler today announced that it's very close to signing a deal with the makers of The Hobbit movies to promote the country as a tourist destination.
The government-backed promotions body is predicting Sir Peter Jackson's two movies - the first of which is due for release in December - will be a bigger boost for the country than the three Lord of the Rings films.
Australia's tourism sector has struggled to capture the imagination of international travellers the way that Jackson's films have. The high (even "precious") Aussie dollar has also taken its toll recently.
Released between 2001 and 2003, the Oscar-winning Lord of the Rings franchise earned nearly $US3 billion and was credited with boosting tourism to its New Zealand locations, where visitor numbers rose by 40 per cent. Reports suggest The Hobbit will surpass the $US1.11 billion box-office haul of The Return of the King, the final instalment of the trilogy, and the early word on the trailer is enthusiastic.
Having shot The Hobbit in 3D, the director now plans to release JRR Tolkien's saga in two instalments. The Hobbit: An Unexpected Journey is set for a world premiere in Wellington, New Zealand, on December 14, 2012. Part two, entitled There and Back Again, follows on December 13, 2013.
Mr Bowler said a deal was close with Warner Bros and Wingnut Films to share some of the intellectual property from the two Hobbit movies.
That would be used to closely associate New Zealand with the films, which have reportedly cost $NZ660 million ($A518.60 million) to produce.
Mr Bowler said he was confident the movies would be a huge bonus for New Zealand tourism over the next three years.
"We are really optimistic about how The Hobbit will elevate New Zealand's promotion overseas, as did Lord of the Rings 12 years ago."
Businesses were still making money from Lord of the Rings tours, he said.
"I think The Hobbit is going to be that and more. We learned a lot of lessons from Lord of the Rings and we are doing everything we did back then plus some more."
In 2010 the government amended labour laws to appease studio fears that contractor wrangles could hold up production, in a deal that included Warner Bros promoting New Zealand as a destination.
- with AAP and the Guardian
Sign up for the Traveller Deals newsletter
Get exclusive travel deals delivered straight to your inbox. Sign up now.