Travelers are still eager to explore Middle-earth — or something close to it — as “The Lord of the Rings” movies celebrate a milestone year.
Tour operators report an uptick in demand for New Zealand itineraries, linking some of the increased interest to J.R.R. Tolkien enthusiasts eager to explore the country where the iconic fantasy series was filmed. The first movie was released in 2001, catapulting New Zealand into the tourism spotlight and cementing it as an original example of set-jetting after fans of the movie and 1954 novel descended upon the Shire — the country reported a 40% increase in visitors between 2000 and 2006.
And now, as the movie trilogy’s 25th anniversary approaches this year, the series has proven to be a tourism hero, with fans continuing to commit to immersing themselves into the Tolkien mythology.
As of last September, Tourism New Zealand said one in five Americans who visited the country in 2025 were inspired to book a trip because of the fantasy series. The site of Hobbiton, the film set where enthusiasts can explore the Shire in real life, is the most recognized New Zealand location among U.S. travelers, according to the tourism board.
Hobbiton general manager Shayne Forrest said that about 600,000 visitors came to the movie set last year, and a similar number is projected this year, including fans who are making the journey for the anniversary.
Goway, a custom tour operator, has observed a 97% spike in “Lord of the Rings” itinerary requests from June to December compared with the same period in 2024, said Anthony Saba, Goway’s South Pacific vice president. And for New Zealand itineraries, 20% of them come with requests to incorporate “Lord of the Rings” components, such as a Hobbiton tour.
For many, visiting New Zealand and the filming locations of the movies is a longtime bucket-list destination, and the seed was 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 effects of people watching those movies 10 to 20 years ago is still being felt and a reason why people go to New Zealand today,” he said.
And why does the series continue to have such a devoted fan base, inspiring them to go a world away to find Middle-earth?
“It’s good storytelling,” Saba said. “And who doesn’t like a good story?”
Red Savannah, a luxury custom tour operator, will launch a Middle-earth itinerary in February after seeing a 37% increase in New Zealand bookings for 2026 compared to 2025.
“People are increasingly drawn to the wilderness nature of the country; the peace of the vast, open landscapes; and the wide-ranging opportunities for outdoor activities, from gentle hikes to adrenaline-fueled jet boating,” said Rachel Cooper, a New Zealand destination specialist for 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 urban living and appeal to those seeking space to reflect, rejuvenate and relax,” Cooper added.