New Zealand has a diverse landscape that includes active volcanoes, snow-capped mountains, native forests, geothermal areas, glaciers and beaches, offering visitors an abundance of destinations to explore. Globalization has made traveling abroad easier than ever and it is for this reason that tourism is growing globally and becoming very competitive. In New Zealand, tourism has overtaken meat, wool, forestry and manufacturing as a source of foreign revenue and has become a NZ$23.9 billion industry, second only to exports of dairy products (Ministry of Affairs, 2013). Because New Zealand is remote from the markets it serves and relies on a small number of agricultural exports, it is often difficult for the country to control the state of its economy (OECD, 2008). The New Zealand economy therefore did not escape the global financial crisis of 2008-09; but their promotion of tourism is an integral part of their economic development and recovery from the recession (Ministry, 2013). The tourism industry faces many challenges in New Zealand, including the recent earthquakes in Churchcrist (Ministry, 2013). It is also difficult for tourism businesses to have adequate staff and training due to seasonal fluctuations in activity (Ministry, 2013). Additionally, New Zealand faces competition from neighboring Australia and Japan as tourist destinations (Ministry, 2013). However, many factors play a role in increasing visitor numbers, including the NZ$8 million spent by the government to improve marketing through the Tourism Growth Partnership (Ministry, 2013). In addition, China Southern Airlines' new direct flights and the dramatic reduction in international airfares over the past two decades are helping New Zealand's economy...... middle of paper...... a rich and diversified land whose economy will continue to recover. and pick up the pace. According to the OECD Economic Survey completed in June 2013, the country as a whole is experiencing growth in business investment and household spending (OECD, 2013). This is even in light of the negative factors affecting the country, such as the current low foreign demand for their commodities and a severe drought that has hit part of the region (Ministry, 2013). Māori are also increasingly involved in the tourism industry, allowing them and the country's overall economy to further develop. The Lord of the Rings franchise is not the only film filmed in the country and will likely be the last. As the Government sees the benefits of cinema-led tourism, it is likely to attract others and reap the rewards, further strengthening New Zealand's economy..