Lions tour pays off, says Tourism NZ

Positive media coverage of New Zealand during this year's Lions rugby tour reached millions of people in Britain, says Tourism New Zealand.

Chief executive George Hickton said research showed that 57 million people were exposed to print media articles presenting New Zealand as a potential holiday destination.

Television coverage of the tour was also seen by six million people.

"The vast majority of this coverage was positive about New Zealand and reflected the sense of welcome that the Lions' fans had while they were in this country following the tour," said Mr Hickton.

The population of the United Kingdom is around 60 million.