TOURISM: New Zealand Hobbit-Hole at IMEX Frankfurt – International travel industry meets at TRENZ in Rotorua

Tourism New Zealand is presenting a full-scale Hobbit-Hole at IMEX in Frankfurt/Germany – Image: Hobbiton Movie Tours

Tourism New Zealand (TNZ) is “hard at work” internationally to increase visitation to the small nation of Aotearoa in the South Pacific. At one of the world’s leading business events tourism trade shows, IMEX in Frankfurt/Germany (20 – 22 May 25), the tourism marketing organization is presenting an original Hobbit-“Movie-Star” to make a statement. “We’ll have an impressive, full-scale Hobbit Hole located on the 100% Pure New Zealand stand, with real grass and flowers to bring it all to life and entice buyers to bring their next conference or incentive to New Zealand,” says TNZ-Boss René de Monchy.

“We’ve also been hard at work building destination New Zealand’s presence overseas, with our Business Events team spending time on the ground connecting with association decision makers in Tokyo and Osaka, and in Singapore where we represented New Zealand at The Meetings Show APAC.”

“These trade shows are hugely important for New Zealand’s tourism industry, with business event visitors spending over $100 more per day than other visitors to New Zealand. With the recent announcement of an additional $3 million in funding to support business events, these trade shows have come at an ideal time for us to promote New Zealand as a unique and memorable destination, ” says TNZ’s Chief Executive Officer.

The TNZ-February year-end data shows that 3.3m visitors arrived in New Zealand over the year, an increase of 247,017 (+8%) from the February 2024 year-end.

Tourism New Zealand recently received an additional $13.5 million in funding as part of the Government’s Tourism Boost package, aiming to accelerate international visitor arrivals from core markets from July to December 2025, and through to March 2026 overall.

The movie park Hobbiton is one of New Zealand’s premier tourism attractions – Image: Hobbiton Movie Tours

According to TNZ-Boss René de Monchy, this will be used to bolster Tourism New Zealand’s international marketing activity, which is the primary lever for increasing arrivals to New Zealand. “We know there are millions of people within our core markets who are actively considering a visit to New Zealand, so it’s a fantastic opportunity for us to capitalise on this and accelerate growth for the tourism sector. This investment is expected to bring an additional 23,000 visitors to New Zealand and deliver over $100 million in visitor spending.”

Next week the international tourism trade show TRENZ 2025 will be held in Rotorua from 6-8 May. TRENZ is New Zealand’s largest international tourism business event, bringing hundreds of international buyers together to meet with leading tourism operators to make new connections, strengthen relationships and negotiate business. “The three days provide such a valuable opportunity to showcase the best of New Zealand tourism, our unique culture, commitment to sustainability, and so much more, “says TNZ’s de Monchy.

TRENZ, which is organized by New Zealand’s Tourism Industry Aotearoa (TIA), was last held in Rotorua in 2019. “Rotorua is the birthplace of international tourism in New Zealand and we are excited to be taking TRENZ back there,” Tourism Industry Aotearoa Chief Executive Rebecca Ingram said. “With the strong support of RotoruaNZ, we will be able to showcase some of New Zealand’s most exceptional tourism experiences to our international guests.”

Rotorua offers some of New Zealand’s most exceptional tourism experiences for international visitors – Image: TIA

Rotorua Mayor Tania Tapsell said that as a renowned tourism town, Rotorua was the perfect place to host TRENZ 2025. “Rotorua is a world-famous destination, well-known for our attractions, culture and beautiful environment. We cannot wait to host this year’s event and boost our reputation as a top tourism destination.”

RotoruaNZ Chief Executive Andrew Wilson said the city looked forward to welcoming delegates from around the world “so they can experience all that is amazing about our wonderful city. It is also an opportunity to showcase the many new developments which continue to enhance Rotorua’s reputation as a world class tourism destination.”

Geothermal activity makes Rotorua one of New Zealand’s most iconic destinations – Image: TIA

Leanne Geraghty, Chief Customer and Sales Officer of Air New Zealand, the event’s premier sponsor, said she’s thrilled to see TRENZ head back to Rotorua.

“Rotorua is one of New Zealand’s most iconic destinations, and it couldn’t be more fitting that TRENZ is back in the region, enabling travel buyers from across the globe to experience all it has to offer.”

Each year TRENZ brings together hundreds of international travel and tourism product managers to negotiate new business deals with several hundred leading New Zealand tourism operators. The event directly helps to grow New Zealand’s tourism economy. (NAN/TNZ/TIA 1-05-25)

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