Game of Thrones Studio Tour has recorded its strongest year-on-year growth since opening more than four years ago, with visitor numbers increasing by 94 per cent in January 2026 compared to the same period last year and ticket revenue rising by 61 per cent.
The Banbridge attraction, which preserves the original filming location of HBO’s globally successful Game of Thrones series, also exceeded its January 2026 ticket sales budget. New strategic partnerships, strengthened leadership and continued global interest in the franchise, driven in part by new HBO prequel and spin-off series, have been attributed to the growth.
International visitors accounted for 47.6 per cent of total guests, travelling from more than 64 countries, while domestic visitors from the UK and Ireland represented 52.4 per cent. The largest numbers of international visitors came from the United States, Germany, France, Spain and Australia.
The record success highlights the enduring appeal of Game of Thrones and reinforces Northern Ireland’s role as the home of the series, where much of the original production took place.
This growth also follows the strengthening of the Studio Tour’s leadership team, including the appointment of a new Head of Sales and Marketing and Head of Operations in mid-2025, alongside the establishment of a new marketing team and wider organisational improvements that have enhanced marketing performance, strategic partnerships, and visitor engagement.
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. Visitor numbers have nearly doubled year on year, with almost half of our guests travelling from overseas, and for us, that’s a positive message that really reflects the strength of the global legacy that Game of Thrones and Northern Ireland have created.
“Our focus over the past six months has been on strengthening partnerships, improving the visitor experience, and expanding our reach across both domestic and international markets. 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.”
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. These partnerships form part of a coordinated approach to positioning Northern Ireland as a leading screen tourism destination.
Investment in marketing, digital platforms, and visitor experience has also contributed to stronger performance. A data-led marketing strategy and enhanced digital campaigns have increased awareness and driven measurable growth, with visitor numbers rising significantly throughout late 2025 and into early 2026.
The launch of bundled ticket options, seasonal promotions, and new immersive experiences such as the Dragon Ride Experience has boosted the offering and increased visitor engagement.
Renewed global interest in the Game of Thrones franchise, including the forthcoming HBO prequel A Knight of the Seven Kingdoms, is expected to support continued growth by encouraging both new audiences and returning fans to engage with the original filming location.
Game of Thrones Studio Tour was also recently recognised on the international stage, finishing runner-up in the World Travel Awards 2025 Europe’s Leading Tourist Attraction category, alongside globally recognised landmarks such as the Eiffel Tower, the Acropolis of Athens, and Buckingham Palace.
Since opening in February 2022, the privately funded attraction has welcomed visitors from across the world and supports Northern Ireland’s wider screen tourism sector, which contributes significantly to the regional economy and creative industries.