Long ago Waitomo Caves staff named two eels living in the cave system "Smeagol" and "Gollum".
These names, from a Lord of the Rings character famously played by Andy Serkis, seem prophetic.
Last month marked 125 years since guides first showed tourists through the caves.
Now the Waitomo Caves System operators, Ruapuha Uekaha Hapu Trust and Tourism Holdings Ltd (THL), have hobbits in mind.
Waitomo Glowworm Caves is working with Hobbiton Movie Set Tours and Te Puia to run Middle-earth Trilogy tours, aimed at the youth and backpacker markets.