Seen the film? Now visit the place

New Zealand launches a campaign that uses The Chronicles of Narnia as a lure for tourists.

What began with the choice of New Zealand as a filming location for The Lord of the Rings, has turned into what New Zealanders endearingly call the "Frodo economy", or the economic boost given by cinema.

The success of the Tolkien trilogy has been drawing swarms of people to the islands for a "Middle Earth experience", as it were. Releases of the Last Samurai, Whale Rider and King Kong have only strengthed the flow.

And now, tour operators around the world are banking on the latest fantasy blockbuster, The Chronicles of Narnia: The Lion, the Witch and the Wardrobe, to get their cash registers ringing.

Starting this month, New Zealand will host exclusive Narnia tours, and hopes to have starry-eyed travellers descend on the quiet of the South Island to rummage for props left behind, and relive the magic.

Indian tour operators, too, have cottoned on to the potential of tourism spun off from film successes, and Beacon Holidays and Quantum Travels in India are advertising special Narnia tours.

These packages sell for about Rs 1 lakh per adult, inclusive of return air fare, hotel stay and trips to Flock Hill, the location of the big battle scene, and Woodhill Forest, camp of the White Witch.

That's not all. The Indian office of the New Zealand Tourism Board (NZTB) is running contests on Star television alongside previews of the film to give away free trips. It has also tied up with Crossword book store for similar hoopla.

"Inbound tourism into New Zealand witnessed double-digit growth in the three years of the releases of the Trilogy. Today, tourism is the number one industry in New Zealand. So, you can say it has really opened our eyes to the potential of film promotion as a tool to drive tourism," says Kiran Nambiar, country manager, NZTB.

And Hollywood blockbusters are not the only draw. After the success of Kaho Naa Pyaar Hai, which was filmed in the Pacific archipelago in 1999, tourist numbers from India rose handsomely.

The "unknown beach" that stirred up much talk back in 2000 has been turning slowly into a well accepted itinerary spot. Upshot: today, New Zealand gets over 18,000 Indian visitors a year.

And Hindi films crews are still excited about the location. Over 100 Indian films have been partly or fully filmed in New Zealand over the past three years, and Indian tourists are today the fastest growing segment of tourists to the country.

"Although tourism is not always directly impacted by the release of a movie shot there, films do give New Zealand visibility as a destination of great and varied interest, besides showing its capability as a one point solution to filming needs," says Graeme Waters, New Zealand's High Commissioner to India.

Adds Neera Arora, trade development manager at the NZ High Commission, "We are actively engaging with 'A' grade film studios and individual directors to demonstrate the fact that New Zealand's varied landscapes and scenic beauty are perfect for filming, and also that our post-production facilities are world-class."

No better lure could the country have asked for. "It's a well known fact," adds Arora, "that Indians follow their films, so we are delighted with any exposure a film gives the country."