Hobbiton™ Movie Set Comes to IMEX Frankfurt

Hobbiton™ Movie Set Comes to IMEX Frankfurt

For the very first time, Hobbiton™ Movie Set will be bringing a little piece of The Shire all the way

from their slice of real Middle-earth in Matamata, New Zealand to IMEX Frankfurt. Attendees of IMEX

Frankfurt will experience the magic of Middle-earth firsthand with an authentic, full-scale Hobbit

Hole™ complete with lush living grass and flowers fit for a Hobbit’s garden being brought to the

exhibition floor in 2025.

Created onsite at Hobbiton Movie Set by their team of talented carpenters, props masters, scenic

painters and craftspeople responsible for building and maintaining the picturesque village of

Hobbiton, this travelling Hobbit Hole will give visitors to the 100% Pure New Zealand stand at IMEX

the chance to feel transported to Middle-earth.

Attendees are encouraged to step beyond the door of the Hobbit Hole for a glimpse of what awaits

them during a visit to Aotearoa New Zealand.

Attendees can also enjoy a taste of New Zealand and Hobbit hospitality at Tourism New Zealand and

Hobbiton Movie Set’s Hosted Buyers Lounge. The Hobbiton themed Hosted Buyers Lounge will offer

specialty wines, artisanal cheeses, and local delicacies in the Hobbit style marketplace throughout

the event.

"We're thrilled to be bringing a piece of Middle-earth to IMEX Frankfurt," says Shayne Forrest, General

Manager Tourism at Hobbiton Movie Set. "This collaboration with Tourism New Zealand and our

wonderful industry partners showcases the magic that makes New Zealand an unforgettable

destination for any event."

Tourism New Zealand will conduct five group presentations during IMEX and also invites all interested

parties to daily networking sessions on their stand (B320) from 3pm, featuring delicious New Zealand

wines and nibbles and discussions around event opportunities and available strategic funding

support.

Follow the IMEX updates: #HobbitonNZatIMEX