Northern Ireland Tourist Board

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Industry and Consumer Events

Sales Mission to the UAE & India

Industry and Consumer Events

Tourism NI hosts a wide range of events to support the industry in maximising screen tourism opportunities.

Get Your Head in the Game - Game of Thrones®

Over 230 people registered to attend our Game of Thrones®  industry insight event at the Odeon Cinema on 10th May.  Speakers included the Managing Director of Amanti Tourism who spoke about the New Zealand screen tourism opportunity and Finnish screen tourism bloggers, Fangirl Quest, along with a guest appearance by Game of Thrones®  actor Ian McElhinney.  There were also presentations from Tourism Ireland and Northern Ireland Screen.

The event emphasised the significant and continued opportunity of Game of Thrones®  and generated real excitement amongst delegates.

Sales Mission to the UAE and India

The sales mission was organised by Tourism Ireland with twelve tour operators from the island of Ireland and included Alexandra Mehaffy, National Trust from Northern Ireland.

Trade and media events were staged in Dubai, Abu Dhabi, Mumbai and Delhi during the course of the five days. The format for each city included a trade workshop, media interviews and evening networking events.

Ireland is an emerging destination in both India and UAE with approximately 100,000 visitors travelling to Ireland last year. Awareness of Game of Thrones ® is high in both markets (particularly India) and is a significant draw for both the leisure and MICE (meeting, incentive, conference and exhibition) markets.

For more information, please click here.

Meet the Buyer

Meet the Buyer

For the 2nd year running, Tourism NI used the opportunity of the Meet the Buyer event to showcase Game of Thrones®. Over 200 participants were treated to an exclusive viewing of a  specially produced Game of Thrones® showreel which showed the scale of the Game of Thrones® tourism opportunity. Tourism NI’s Game of Thrones® team enrolled as a supplier and met with over 40 international tour operators to promote Northern Ireland’s Game of Thrones® experiences. Many of the international operators also participated in a 2 day Game of Thrones® familiarisation trip and experienced the product offer first-hand.


Screen Tourism Insight

Tourism Northern Ireland and Northern Ireland Screen worked in partnership to deliver a successful Screen Tourism Insight event in January 2016 to help the tourism industry learn how they could get involved in this exciting area of tourism. Featuring film tourism consultant and author Stefan Roesch as keynote speaker, the event included sessions on developing engaging tourism experiences built around the host of Northern Ireland locations that have been used for film productions to date.


Tourism Conference

The 2015 annual Tourism Conference showcased the key areas identified as catalysts for growth in Northern Ireland - screen tourism, global events and food tourism. 

Focusing on the theme of 'Northern Ireland the Movie’, the conference featured a series of expert speakers including home-grown actor James Nesbitt, who recently starred in the critically acclaimed drama series The Missing for BBC1. The conference included a Screen Tourism Seminar which covered the opportunities presented by screen tourism.


Game of Thrones®: The Exhibition

In 2014 Tourism NI partnered with Northern Ireland Screen and Belfast City Council to host the Game of Thrones®: The Exhibition for a second year. A total of 11,000 tickets were allocated in a 2 hour period.

A red carpet event, attended by cast members and HBO executives, was held to launch the exhibition. This generated international coverage for Northern Ireland. Tourism NI hosted both Republic of Ireland and international media, publications/TV crews in addition to running ‘money can’t buy’ competitions for fans.

An indication of the value of Game of Thrones® is reflected in the success of the Game of Thrones®: The Exhibition in 2014 which delivered:

  • £2.9m weighted PR value
  • Attracted visitors from across the world including Australia, USA, Canada, GB, and several European countries (accounting for 24% of visitors)
  • Generated an estimated £735K in direct spend
  • Attracted new visitors to NI (1 in every 3)