Visit Belfast, the destination marketing and management organisation for the Belfast City Region, has agreed a new three-year strategic partnership with Linen Mill Studios, home of the internationally acclaimed Game of Thrones Studio Tour.

The collaboration is designed to step up joint promotion, increase visitor numbers and contribute to the region's tourism economy.

Opened in 2022, the Game of Thrones Studio Tour is among Northern Ireland's most prominent attractions. Based at a former production site for the HBO series, it delivers an immersive behind-the-scenes experience featuring authentic sets, costumes and props alongside interactive exhibits. It continues to resonate with key audiences, with cruise passengers regularly ranking it among the standout highlights of their time in Northern Ireland.

Under the agreement, both organisations will intensify coordinated marketing across domestic and overseas markets, draw on Visit Belfast's international digital reach and expertise, and encourage wider visitor dispersal by positioning the Studio Tour as a flagship screen tourism offering for leisure, cruise and business travellers.

The partnership will also foreground Linen Mill Studios as a distinctive setting for corporate events, supporting Visit Belfast's focus on growing business tourism and advancing wider economic goals for the city region. 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 reports strong delivery against its New Horizons 2024–2027 strategy, exceeding first-year tourism targets by more than 30%. Screen tourism remains a key driver of international demand and is influential in shaping perceptions of Belfast and Northern Ireland.

As the partnership launches, Linen Mill Studios is preparing a programme of new and enhanced experiences, including the recently unveiled Dragon Ride, exclusive behind-the-scenes tours and interactive activities, culminating in the much-anticipated A Night with the Knights event in June 2026. Planned upgrades and improved accessibility aim to make the attraction easier to visit and even more memorable.

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."