The general manager of Western long haul markets for Tourism New Zealand, Gregg Anderson, says that, “We’ve seen a 50% increase in arrivals to New Zealand since Lord of the Rings.” The first film in the trilogy, Lord of the Rings: The Fellowship of the Ring, was released in 2001. Attracted by its mythical storyline and enchanting landscape, tourism from around the world increased significantly following this release. In total, Tourism New Zealand estimates that global visits associated with films in the Tolkien series has brought about NZ$4 billion worth of economic impact to the country.