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12 Aug 2015

140,000 Danes read about Northern Ireland’s Game of Thrones connections

A two-page article showcasing Northern Ireland and its Game of Thrones connections appeared in a recent edition of a major Danish newspaper, profiling the destination to more than 140,000 readers – or potential Danish holidaymakers for Northern Ireland.

Børsen is an important daily business newspaper in Denmark and Tourism Ireland in Copenhagen invited journalist Michael Duelund to visit Northern Ireland earlier this summer. The resulting article appeared under the headline “Tag på set-jetting i Nordirland” (meaning “Go set-jetting in Northern Ireland) and featured great images of places like the Dark Hedges, Ballintoy Harbour and Tollymore Forest Park.

Aileen Hickey, Tourism Ireland’s manager for the Nordic Region, said: “We are delighted with the excellent coverage in Børsen, which is an excellent way of showcasing Northern Ireland and its associations with Game of Thrones to a large audience of potential holidaymakers in Denmark. Publicity is an important element of our overall promotional programme, helping to raise awareness through the Danish media of the many things to see and do on a holiday in Northern Ireland.”

Earlier this year, Tourism Ireland undertook an extensive social media campaign to highlight Northern Ireland – through the exciting events of Game of Thrones – on the global stage. The campaign was created to reach out to the show’s global fanbase, bringing Northern Ireland to the attention of Game of Thrones fans worldwide in a fun and innovative way.

Aileen Hickey continued: “Latest NISRA figures indicate that we welcomed an additional +8% visitors from Mainland Europe to Northern Ireland in the first quarter of 2015. Tourism Ireland is determined to ensure that growth continues and we have an extensive programme of promotions under way in the Nordic region throughout 2015. As well as highlighting Northern Ireland’s Game of Thrones connections, we are also promoting the Causeway Coastal Route, new visitor experiences like the refurbished Mount Stewart and iconic attractions such as Titanic Belfast.”


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports approximately 43,000 jobs.
  • In 2014, we welcomed almost 1.8 million overseas visitors to Northern Ireland, delivering revenue of about £446 million.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2014, attracted about 14.25 million visitors.