New partnership to drive tourism growth and support regional economic impact
Visit Belfast, the destination marketing and management organisation for the Belfast City Region, has announced a new three-year strategic partnership with Linen Mill Studios, home to the internationally renowned Game of Thrones Studio Tour. The agreement will enhance collaborative marketing efforts, drive visitor growth and support the region’s tourism economy.
The Game of Thrones Studio Tour, which opened in 2022, is one of Northern Ireland’s most high-profile visitor attractions. Located at a former production base for the HBO series, it offers an immersive behind-the-scenes experience with authentic sets, costumes, props and interactive exhibits. It continues to perform strongly across key audiences, with cruise passengers consistently rating the attraction among the most memorable experiences of their visit to Northern Ireland.
The new partnership will strengthen joint marketing and promotional activity across domestic and international markets, utilise Visit Belfast’s global digital channels and expertise, and support increased visitor dispersal by showcasing the Studio Tour as a flagship screen tourism experience for leisure, cruise and business audiences.
The collaboration will also highlight Linen Mill Studios as a distinctive venue for corporate events, aligning with Visit Belfast’s work to grow business tourism and support wider city-region economic objectives.
Mark Woolner, Head of Sales and Marketing at the Game of Thrones Studio Tour, said:
“We are delighted to enter this new three-year corporate partnership with Visit Belfast. Our relationship has grown from strength to strength, and we deeply value the collaboration and shared ambition that drives it. Visit Belfast plays a vital role in supporting the local economy, and together with the Game of Thrones Studio Tour we look forward to creating even greater impact – both as a world-class visitor attraction and as a truly unique venue for corporate events and business gatherings. We’re excited for what lies ahead as we continue to develop our partnership and showcase the incredible facilities of the studio to audiences at home and abroad.”
Visit Belfast continues to deliver strong performance against its New Horizons 2024–2027 strategy, surpassing year-one tourism targets by over 30%. Screen tourism remains a significant driver of international visitor demand and plays an important role in shaping perceptions of Belfast and Northern Ireland.
As the partnership begins, Linen Mill Studios is preparing a programme of upcoming experiences, including the recently launched Dragon Ride, exclusive behind-the-scenes tours, interactive experiences, and culminating with the much-anticipated A Night with the Knights event in June 2026. Planned improvements and enhanced accessibility will make visiting easier and ensure an unforgettable experience for visitors.
Aoife McVeigh, Head of Commercial & Partnership at Visit Belfast, added:
“The Game of Thrones Studio Tour is a major asset for the region and a consistent performer across key markets, particularly among international cruise visitors. This strategic partnership aligns directly with our mission to drive visitor growth, strengthen Northern Ireland’s screen tourism offer and support local economic impact. By combining Visit Belfast’s international marketing reach with Linen Mill Studios’ world-class product, we can maximise opportunities for the city region and build on the strong momentum already achieved.”