Hobbiton's unexpected journey: how a business built on tourism tackled Covid-19
The boom had started well before that. After the Hobbiton Movie Set was rebuilt in 2009 on the Alexander family farm, the business went from 17 staff and between 13,000 to 25,000 visitors each year to almost 300 staff, around 3000 visitors each day in summer and an average of 60 tours per day. From there the car park remained full and the rolling hills of Hinuera were often dotted with earth-green tour buses as camera-toting tourists weaved in and out Middle-earth. Now, a minimum of five tours and 200 visitors on average experience The Shire each day. Where once tourists filed through l...