Games of Thrones Studio Tour has recorded it’s strongest year-on-year growth since its opening over four years ago. They have reported that visitor numbers have increased by 94% and ticket revenue rose by 61% in January 2026.
The attraction has grown through it’s alliances with organisations including Warner Bros., Magic Memories, Visit Belfast, Tourism Ireland, EI Travel, Tourism Northern Ireland, Sky, and Armagh City, Banbridge and Craigavon Borough Council have helped increase visibility and attract visitors from key international markets.
Their investment in marketing, digital platforms, and visitor experience has also contributed to stronger performance. As well as renewed global interest in the Game of Thrones franchise, including the forthcoming HBO prequel A Knight of the Seven Kingdoms.
Almost 48% of guests where international visitors from over 64 different countries with the largest amount being from the United States, Germany, France, Spain and Australia.
The success reflects the appeal of Game of Thrones, highlighting Northern Ireland’s role as home of the series, where much of the original production took place.
Sam Harding, Managing Director, Game of Thrones Studio Tour, said: “Recording our strongest year-on-year growth since opening is an important milestone for the Studio Tour and is a result of our team, partners and stakeholders’ collective efforts.
“These results show the impact of that work, and we expect continued interest as new HBO productions bring renewed attention to the Game of Thrones universe.”
