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Every year, visitors travel from around the world to stand where Frodo crossed rivers, where Aragorn tracked his enemies, and where some of cinema's most iconic scenes were filmed.
For Queenstown-based tourism operator Southern Trails, that enduring fascination comes with a responsibility. If these landscapes helped bring Middle-earth to life, then protecting them for future generations is part of the story too.
As a Love Queenstown Impact Partner, Southern Trails donates one percent of every booking from its Lord of the Rings tours to local environmental projects, helping ensure the landscapes that inspired millions remain just as spectacular for decades to come.
Co-owner Francesco Garino says supporting Love Queenstown felt like a natural fit.
"We always knew that once we got established, we wanted to give something back to Queenstown. The landscape is the reason people come here, and it's what makes our business possible."
Originally from Milan, Francesco moved to New Zealand in 2013 and quickly developed an appreciation for the country's unique environment.
"New Zealand has so many different ecosystems packed into a relatively small country. The rivers are clear, the mountains are incredible, and you see people genuinely caring for the environment. That really stayed with me."
Southern Trails itself has a story worthy of an adventure novel.
The original Lord of the Rings tour business began in 2001, built around a collection of authentic replica weapons, costumes and memorabilia linked to the films. When the company collapsed during and after the Covid-19 pandemic, Francesco and business partner Shane Pinder stepped in to save it.
After purchasing the abandoned assets and rebuilding the operation from the ground up, they relaunched in 2024 under the Southern Trails banner, determined to preserve one of Queenstown's most unique visitor experiences.
Today, the company takes visitors to filming locations across the Whakatipu Basin, Paradise, Skippers Canyon and Mavora Lakes, where guests can immerse themselves in the landscapes that became Middle-earth on screen.
The appeal shows no signs of fading.
"We see people of all ages," Francesco says. "Some read the books decades ago. Others grew up watching the films. Now many of those fans are bringing their own children. It's becoming a second generation of Middle-earth travellers."
Interest is likely to receive another boost with a new Lord of the Rings film, The Lord of the Rings: The Hunt for Gollum, scheduled for release in 2027.
For Francesco, Tolkien's stories contain an environmental message that feels just as relevant today as when they were written.
"Tolkien was very concerned about industrialisation and the loss of connection with nature. The Shire represents that ideal of living alongside the natural world, while many of the darker forces in the story are about exploiting and destroying it."
That philosophy aligns closely with Love Queenstown's mission to protect and restore the natural environment that underpins the region's visitor economy.
Since launching in 2023, Love Queenstown has invested more than $72,000 in local environmental projects, contributed more than $16,000 to a long-term endowment fund, and helped facilitate the planting of more than 8,500 native trees through community initiatives.
Southern Trails doesn't just contribute financially. Francesco and the team regularly take part in planting days and other Love Queenstown events.
"It's great to be able to get involved directly," he says.
For a business built around stories of fellowship, adventure and protecting what matters, becoming an Impact Partner was an easy decision, he says.
Ash Bickley, Community Fund Coordinator, is delighted to have them onboard.
"Queenstown's landscapes have captured imaginations around the world for decades. Through their support of Love Queenstown, Southern Trails is helping turn that inspiration into action,” she says.
“Their contribution shows how tourism operators can play a direct role in protecting the environment that visitors come here to experience."
