Northern Ireland Tourist Board

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Industry and Consumer Events

Game of Thrones™: The Touring Exhibition 2019

Industry and Consumer Events

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

Game of Thrones™: The Touring Exhibition 2019

Designed specially by GES Events in collaboration with HBO® Licensing and Retail, this must-see exhibition opened in April 2019 and lured visitors in until it closed in September 2019. Not only was it the largest public display to date (5,000 sq metres) but it featured never-seen-before artefacts from The Winterfell Crypt and Dragon Skull Pit, which was seen publicly for the first, and only, time in Belfast, due to Northern Ireland’s Game of Thrones® connection.

The official Game of Thrones™: The Touring Exhibition  2019  attracted fans from over 80 countries where the majority of visitors travelled from outside NI including GB, ROI, USA . Belfast was chosen as the first and only location in the UK and Ireland to host this official experience for fans and was located in at TEC Belfast in Titanic Quarter, adjacent to Titanic studios where much of Game of Thrones® was filmed.  The exhibition was the main motivating factor for visiting Belfast / NI for the majority of visitors with most visitors staying 3 or more days and  did another Game of Thrones® experience during their stay.

Meet the Buyer

For the 4th year running, Tourism NI used the opportunity of the Meet the Buyer event to showcase Game of Thrones®. In 2017, 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 100 international tour operators to promote Northern Ireland’s Game of Thrones® experiences. Many of the international operators also participated in Game of Thrones® familiarisation trips and experienced the product offer first-hand

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 2018.  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 Missions to the UAE and India

Sales Missions were organised by Tourism Ireland with multiple tour operators form the island of Ireland and included William from Winterfell Tours from Northern Ireland.

Trade and media events were staged in Dubai, Abu Dhabi, Mumbai and Delhi during the course of the sales missions. 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.