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04 Feb 2022

Tourism Ireland highlights new Game of Thrones Studio Tour around the world

Top international journalists and influencers experience Northern Ireland’s newest visitor attraction

Fifty (50) top international journalists and influencers – whose combined readers and followers number over 17 million – were invited to Northern Ireland this week, for a preview of the new Game of Thrones Studio Tour at Linen Mill Studios in Banbridge. The journalists and influencers – from 12 different countries, including GB, the United States, Germany and France – got to experience this outstanding new attraction at first-hand and explore Northern Ireland’s connection with the hugely popular series. They were here as guests of Tourism Ireland and Tourism NI.
 
During their stay, the journalists and influencers also visited Belfast, where they enjoyed a tour of Titanic Belfast and a walking tour around the ‘Glass of Thrones’ installations.
 
Niall Gibbons, Chief Executive of Tourism Ireland, said: “Tourism Ireland was delighted to bring 50 top international journalists and influencers from 12 countries to Game of Thrones Studio Tour at Linen Mill Studios this week, to experience this outstanding new attraction at first-hand. Their broadcasts, articles and posts will reach over 17 million people – helping to spread the word about the new Game of Thrones Studio Tour, as well as the many things to see and do here in Northern Ireland.
 
“As we prepare to restart tourism from overseas this year, the opening of this truly world-class visitor attraction is excellent news for Northern Ireland tourism, helping to give us significant ‘stand-out’ in the very competitive international marketplace. It will provide fans of the series and people interested in the making of film and TV with an extra special reason to book a trip to Northern Ireland. We will be pulling out all the stops to promote Game of Thrones Studio Tour and Northern Ireland in our extensive programme of promotional activity around the world, in 2022 and beyond.”
 
Tourism Ireland will continue to raise awareness of Game of Thrones Studio Tour, by working with popular international influencers to create content for their platforms – and, in turn, inspire their fans and followers to come and experience the new attraction and Northern Ireland for themselves.
 
Game of Thrones Studio Tour will also feature in Tourism Ireland’s Green Button global campaign (running on numerous platforms including TV, outdoor, digital and social media) around the world – to encourage prospective overseas visitors to book the island of Ireland for their next short break or holiday.
 
Other Tourism Ireland activity to promote Game of Thrones Studio Tour includes a specially-created page on its international website, Ireland.com – with six language versions available. The new attraction will also be highlighted to Tourism Ireland’s millions of fans and followers on social media around the world – including Facebook (almost 4.7 million fans worldwide), Twitter (541,000 followers) and Instagram (over 1 million followers). In addition, email marketing to spread the news will reach an estimated 1.3 million potential international visitors.

  Niall Gibbons, Chief Executive of Tourism Ireland (left), with NBC’s Access Hollywood host Lindsay Myers (centre); and cameraman Jimmy Salabert (right), during a preview of the new Game of Thrones Studio Tour at Linen Mill Studios in Banbridge.

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • In 2019, we welcomed 2.24 million overseas visitors to Northern Ireland, delivering revenue of £589 million.
  • Tourism Ireland’s international website is www.ireland.com, 33 market sites available in 30 different countries in 11 language versions around the world.

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