Are you Ready for the Smerfs?

Whereas their better known cousins the MICE are serviced by specialist divisions within major hotel groups, travel agencies and dedicated Government programmes, the SMERFS are often below the radar and therefore harder to measure. ... book to the filming locations has now sold over 300000 copies becoming the fifth largest ever selling non-fiction book in New Zealand in the process. The Lord of the Rings has created the largest film tourism event the world has ever seen. ...