Northern Ireland Tourist Board

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International Coverage

International media Game of Thrones visit

International Coverage

Game of Thrones® continues to attract and secure global media coverage, not only showcasing the stunning locations but firmly establishing Northern Ireland as Game of Thrones® territory.

Media Visits

In 2017, almost 15% of International Media Visits facilitated by Tourism Northern Ireland showcased NI’s screen tourism experience including Game of Thrones® locations. A highlight for the year included several international media participating in the Game of Thrones® specific media visit in March/April 2017. Media from Canada, Italy, Austria, Belux, France, GB, Germany, India, Netherlands, Sweden, Switzerland and USA travelled to Northern Ireland for the trip.

Media participated in interactive visitor experiences including archery and bike riding at Castle Ward as well as a guided coach trips stopping at key filming locations in County Down and along the Causeway Coastal route.

Key media who visited NI during 2017 included: Svenska Dagbladet, Sweden; Chaine Voyage – The Travel Network, France;, GB; The Times of India, India;, Netherlands; Frankfurter Allgemeine Zeitung, Germany; Viajeros and El Economista, Spain

As a result widespread on and off-line media coverage has been achieved in markets close to home as well as in Europe, Canada, USA, Australia and Asia. A weighted PR value for Game of Thrones® international media visits is estimated at £12 million in 2017.

In May 2018, Tourism NI facilitated another Game of Thrones® International Media trip with a total of 17 journalist in attendance from key markets including GB, Austria, China, France, Germany, Italy, Denmark, Spain and USA.

Tourism NI have hosted a number of press trips, competitions in ROI outlets and issue regular editorial on Game of Thrones®. Journalists or media outlets based in the Republic of Ireland planning a media visit to Northern Ireland Game of Thrones® Territory should contact Tourism NI’s ROI PR Unit:
Tel: 01 865 1887 (Dublin)


Asian Prizewinners visit Northern Ireland

Chinese Prize Winners

In collaboration with HBO and Tourism Ireland, Tourism NI has supported a number of prize winners trips from across Asia for a number of years.  This was following competitions in-market across social channels broadcast in China, Philippines, Malaysia, Vietnam, Hong, Kong, Singapore, Taiwan and Indonesia. During their time they visited many of the stunning filming locations and visit the Doors of Thrones, the Glass of Thrones trail as well as immersing themselves in exciting experiences including archery, meeting the direwolfs and enjoy Game of Thrones® themed banquets.