Since the film trilogy "Lord of the Rings" broke records at the global cinema box office and in terms of fan enthusiasm, the Hobbits from Middle-earth have become a fixed term all over the world. Now the destination of New Zealand is bringing a real Hobbit Hole™ to the IMEX trade fair in Frankfurt, Germany. From May 20 to 22, 2025, the event and travel industry will meet here to make exciting new contacts and contracts. Anyone who is there should definitely not miss the New Zealand stand.
The Hobbiton™ Movie Set, famous location of the Lord of the Rings trilogy, will debut a small piece of Middle-earth™ to Europe. A life-size Hobbit Hole™ will have its place on the New Zealand stand at IMEX 2025 in Frankfurt am Main. Fair visitors can share this unique appearance (stand motto: 100% Pure New Zealand; stand number B320) on social media using the hashtag #HobbitonNZatIMEX.
Tourism New Zealand and the Hobbiton Movie Set will also host a special Hobbiton marketplace in the Hosted Buyers Lounge throughout the event days. Buyers sourcing venues and services for conferences, meetings, and incentive travel can enjoy drinks and delicious bites served in a themed tent.
Penelope Ryan, Global Manager Business Events at Tourism New Zealand, invites all visitors to this special trade show highlight: "Having a Hobbit Hole on our stand gives a sense of the magic and uniqueness of an event held in New Zealand, which is what makes them so memorable. Whether you are looking at holding a conference or incentive programme, New Zealand has everything you could require — three new world-class convention-centres, great accommodation options, a growing schedule of direct flights. But we also offer unique experiences in natural settings, incredible access to thought leaders and experiential tours, and the insights of our indigenous Māori culture to provide new perspectives. These are the elements that elevate an event to the extraordinary and attract delegates to attend for a truly transformational experience."
Shayne Forrest, General Manager Tourism at Hobbiton Movie Set, adds: "We are looking forward to bringing a little piece of Middle-earth to IMEX Frankfurt for the first time. This is a great opportunity to share the magic of New Zealand alongside our fantastic partners."
New Zealand’s stand at IMEX 2025 (20-22 May, Frankfurt/Main) will feature key New Zealand conference cities and convention centers: ChristchurchNZ Business Events, Te Pae Christchurch Convention Centre, Auckland Convention Bureau, New Zealand International Convention Centre (NZICC), and Business Events Wellington. In addition, professional conference organizer The Arinex Group, destination management company PPG Tours and the luxurious Park Hyatt Auckland will be on site.
Tourism New Zealand will be hosting five group presentations during the trade show, registration is required. Penelope Ryan explains: "Those unable to secure an appointment can join us for kōrero and kai (a chat and a snack) on stand from 3pm each day, when we share delicious New Zealand wines and nibbles and discuss the opportunities and strategic funding and support available to bring your next event to New Zealand."
Editor’s note: The editorial team of the event magazine EventMasterBook.de and the marketing magazine marketingScout.com, both published by AdCoach® Germany (see imprint), will be attending IMEX 2025 in Frankfurt, reporting on this and other exhibition highlights. If you are interested to meet with us on site, please send us an e-mail to arrange a meeting time and place (for the editor’s e-mail, see the imprint).
Cover image: Hobbit Hole (source / copyright: Hobbiton™ Movie Set, Destination New Zealand)
Related topics: IMEX 2025, Frankfurt, trade show highlights, New Zealand, Middle-earth, Hobbit Hole, Hobbiton Movie Set, trade show stand, creative trade show presence, destination marketing, tourism marketing, travel marketing, event marketing, event management, venue selection, international conference venues, MICE, business events, business travel, event and travel industry, international trade show
Summary: IMEX 2025 in Frankfurt, Germany, is set to impress with creative trade show presentations. One of the highlights will be the presence of New Zealand’s tourism marketing team. In collaboration with the Hobbiton Movie Set, they’ll be installing a real "Hobbit Hole" from Middle-earth at their trade show stand. IMEX runs May 20–22, 2025 at Messe Frankfurt.
Please note: This text was translated from the German EventMasterBook.de Event Magazine (see article: Neuseeland bringt ein Hobbit Hole aus Mittelerde zur IMEX 2025). Please excuse any translation errors.
