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04 Aug 2017

14 million Chinese to see new promotion for Northern Ireland

Tourism Ireland teams up with HBO Asia to highlight Northern Ireland and our Game of Thrones® connection in China

Tourism Ireland in China has teamed up with HBO Asia for season 7 of Game of Thrones®. The promotion will run until the end of August – reminding Chinese fans of the TV show that Northern Ireland is one of the main filming locations for Game of Thrones®, with numerous unforgettable set locations. 

The promotion is running on five popular online platforms, including Tencent (social network), Mtime (movie news and reviews website) and SiTV (Shanghai Interactive Television), as well as on HBO’s and Tourism Ireland’s social channels – and will reach more than 14 million people around China. It features a competition, with a chance for five lucky people to win a trip for two to the ‘real life Westeros’ of Northern Ireland, which will include a VIP Game of Thrones® tour hosted by Tourism NI. 

And, in Beijing and Shanghai, large Game of Thrones® displays have been set up in shopping malls. Next week (Tuesday, 8 August), Chinese bloggers and influencers have been invited to a video streaming event in the Ganghui Shopping Mall in Shanghai, when Tourism Ireland’s Game of Thrones® videos will be playing on large screens. Tourism Ireland will be reminding the influencers that Northern Ireland is ‘Game of Thrones Territory’ and will be distributing flyers and information about Northern Ireland to passers-by in the shopping mall. 
James Kenny, Tourism Ireland’s Manager China, said: “Our Game of Thrones® promotion with HBO Asia is a fun way to get lots of people talking about Northern Ireland here in China. We’re reminding fans that Northern Ireland is truly ‘Game of Thrones® Territory’, with so many spectacular set locations. Our aim is to spike people’s curiosity about the landscapes and locations featured in the series and inspire them to travel to Northern Ireland and explore them for themselves.” 
  Matthew Su, Mtime; Aaron Rice, Northern Ireland Bureau; Peter Curran, Invest Northern Ireland; Tim Losty, Northern Ireland Bureau; James Kenny, Tourism Ireland; Bi Ran, Northern Ireland Bureau; Cleo Chen, Tourism Ireland; and Chris Chen, Mtime, at the launch of the Tourism Ireland-HBO Asia promotion in the Indigo Shopping Mall in Beijing.

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 61,300 jobs.
  • In 2016, we welcomed a record 2.1 million overseas visitors to Northern Ireland, delivering revenue of over £543 million. 
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted about 19.37 million visitors in 2016.