Hobbit tourism scatters more of Tolkien's magic across New Zealand

 

 There is nothing subtle about efforts to piggyback. The national tourism slogan "100% Pure New Zealand" has become "100% Middle-earth", while in the days leading up to the premiere Wellington will be "renamed", Wade-Brown announced last week, as "Middle of Middle-earth".

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Hobbit tourism scatters more of Tolkien's magic across New Zealand | World news | The Observer: