As the ‘Lord of the Rings’ films celebrate a landmark year, travelers are still eager to explore Middle-earth or somewhere close to it.
Travel agencies are reporting a surge in demand for New Zealand itineraries, linking this to increased interest from JRR Tolkien enthusiasts wanting to explore the country where the iconic fantasy series was filmed. The first film was released in 2001 and catapulted New Zealand as a tourist attraction, cementing the country as a unique example of set-getting after fans of the film and the 1954 novel flocked to the Shire. New Zealand reported a 40% increase in visitors between 2000 and 2006.
And as the film trilogy approaches its 25th anniversary this year, the series has proven to be a tourist hero as fans continue to strive to immerse themselves in the Tolkien mythology.
As of last September, Tourism New Zealand said the fantasy series had prompted one in five Americans visiting New Zealand in 2025 to book a trip. The Hobbiton site, a movie set where enthusiasts can explore the Shire in action, is the most well-known New Zealand destination among American travelers, according to the tourism office.
Hobbiton general manager Shayne Forrest said about 600,000 visitors visited the film set last year and a similar number was expected this year, including fans making the trip to mark the anniversary.
Goway, a bespoke travel agency, observed a 97% surge in requests for ‘Lord of the Rings’ itineraries from June to December compared to the same period in 2024, said Anthony Saba, Goway’s vice president of South Pacific. And we’ve been asked that 20% of New Zealand itineraries include a ‘Lord of the Rings’ component, such as a tour of Hobbiton.
For many people, visiting New Zealand and filming locations is a longtime bucket list destination, and the seeds were planted 25 years ago with the premiere of ‘The Fellowship of the Ring’, Saba said.
Goway has two “Lord of the Rings” itineraries: a self-drive option and a guided tour.
“The impact is still felt by people who saw that film 10 or 20 years ago and that’s why people come to New Zealand today,” he said.
And why does the series continue to maintain a passionate fan base that inspires them to travel to other worlds in search of Middle-earth?
“It’s good storytelling,” Saba said. “Who doesn’t love a good story?”
Luxury bespoke travel company Red Savannah will launch Middle-Earth itineraries in February after a 37% increase in New Zealand bookings for 2026 compared to 2025.
“People are increasingly attracted to the country’s wild nature, the peace of its vast open landscapes and its wide range of outdoor activity opportunities, from easy hiking to adrenaline-pumping jet boating,” said Rachel Cooper, New Zealand destination expert at Red Savannah.
“National parks such as Fjordland, Tongariro, Amount Aspiring and Kahurangi (all used as film locations in the ‘Lord of the Rings’ trilogy) are the antithesis of city life and appeal to those looking for a space to reflect, rejuvenate and relax,” Cooper added.
