Matamata is a small town in the Waikato region of the North Island of New Zealand, best known for being the filming location for the Hobbiton movie set in The Lord of the Rings and The Hobbit trilogies. The town's main industry is agriculture, with a large number of sheep and cattle farms in the area. Tourism is also becoming an important industry, with increasing numbers of visitors coming to see the Hobbiton movie set.