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Screen tourism, or film tourism, is a location that becomes popular with visitors because it has appeared in a film or television series. An early example of screen tourism is the musical film Sound of Music. Interest in the film brings tourists to Salzburg in Austria ever since it was released in 1965.

Tourists enjoy visiting places they see on screen. Fans want to visit specific landmarks, places and buildings from scenes in their favourite TV shows and films. TV shows and films can as a result raise the profile of the city or country where the story is set.

Economic impact 

Screen tourism can have a huge economic impact on the tourism industry. For example, there was a 50 per cent increase in visitors to New Zealand after the filming of The Lord of the Rings and The Hobbit film series there. This brings millions of dollars to the New Zealand economy every year. 

Game of Thrones presents a similar opportunity for Northern Ireland. Tourism NI estimates that the Game of Thrones series contributed to the number of visitors coming to Northern Ireland in 2016.  A total of 120,000 tourists generated around £30 million to the local economy.

Opportunities for businesses

When a new production is filmed in Northern Ireland, local businesses can benefit by providing services to film crews. This can range from creative industries services to accommodation and transport. 

An increase in screen tourism visitors to Northern Ireland means an increase in potential customers for tourism and hospitality businesses. By providing specific offerings for screen tourism visitors, businesses can make the most of the opportunity. Examples include:  

• location tours
• themed food offerings  
• visitor experiences
• screenings 
• exhibitions 
• fan events 
   

Many films and TV productions have been shot on-location in Northern Ireland. These present screen tourism opportunities and showcase the region to an international audience. Consider how your business can connect with local filming locations to offer experiences to TV and film fans. 

Northern Ireland Screen publish a  of past and upcoming films and TV shows. 

TV productions

Some of the TV shows created here in Northern Ireland include: 

• Game of Thrones - based on George R.R. Martin's fantasy novel series. The show is one of the biggest in the world with an audience of 31 million people worldwide. It was filmed at a wide range of locations around Northern Ireland and at Titanic studios. See Game of Thrones tourism in Northern Ireland.
• The Fall - a BBC crime drama with Gillian Anderson and Jamie Dornan. The show is set and was filmed in Belfast. 
• Derry Girls - a sitcom set and filmed in Derry. The show focuses on a group of friends growing up in the 1990s. 
• Line of Duty - another BBC crime drama filmed in Belfast.  The show is about the investigations of a fictional police anti-corruption unit. 

Films

Some of the biggest feature films filmed in Northern Ireland include: 

• Dracula Untold - filmed at many locations across Northern Ireland, it tells the origin story of Dracula and stars Dominic Cooper.
• Your Highness - starring Danny McBride, James Franco, Zooey Deschanel and Nathalie Portman, this comic fantasy film was filmed on location around Northern Ireland and at Titanic studios. 
• High-Rise - a dystopian drama with Tom Hiddleston, Sienna Miller, Jeremy Irons and Luke Evans filmed primarily in Bangor. 
• Good Vibrations - set and filmed in Belfast, this film tells the true story of record shop owner Terri Hooley and his role in the 1970s punk scene in Northern Ireland. 
• The Lost City of Z - based on the book by James Grey about the true events surrounding British explorer Percy Fawcett's experiences in the Amazon, it stars Charlie Hunnam, Robert Pattinson and Sienna Miller. It was filmed in Belfast and at locations including Greyabbey and Strangford Lough. 
   

Game of Thrones was filmed at Titanic studios in Belfast and at locations across Northern Ireland. The show is based on George R.R. Martin's medieval fantasy novel series 'a song of ice and fire'. It grew in popularity over eight seasons to become one of the biggest TV shows in world. 

Fans of the show are eager to visit filming locations and take part in Game of Thrones experiences. Tourism NI estimates that in 2016, 120,000 visitors to Northern Ireland were influenced by Game of Thrones. This had an estimated value of £30 million to the local economy. 

Game of Thrones filming locations

There are 26 locations that feature in the Game of Thrones, which are publicly accessible, and tourists can visit: 

• Binevenagh - Dothraki Grasslands 
• Downhill Beach - Dragonstone
• Portstewart Strand - Coast of Dorne 
• The Dark Hedges - The Kingsroad 
• Ballintoy - Lordsport Habour and Pyke 
• Larrybane - The Stormlands & Nagga's Hill, Old Wyk 
• Fair Head - Dragonstone Cliffs
• Murlough Bay - Slaver's Bay 
• Above Murlough Bay - Renly's Camp  
• Cushendun Caves - A Cove in the Stormlands
• Galboly, The Glens of Antrim - Runestone
• Carnlough Habour - Braavos Canal
• Cairncastle - The Neck and North of Winterfell 1
• Shillanavogy Valley - Dothraki Sea 
• Sallagh Braes - The Riverlands
• Lough Neagh - The Summer Sea 
• Toome Canal - Old Valyrian Canal 
• Audley's Field - Rob Stark's Camp, Oxcross
• Castle Ward - Winterfell 
• Quintin Bay - Stokeworth 
• River Quoile - Riverrun
• Inch Abbey - Robb Stark's Camp, Riverrun
• Tollymore Forest - lands around Winterfell 
• Leitrim Lodge - North of Winterfell 2
• Pollnagollum Cave - Hollow Hill 

Game of Thrones legacy and visitor services

There are a number of Game of Throne initiatives, led by Tourism Ireland, Northern Ireland Screen and HBO, which aim to promote the region and present a long-term attraction for visitors. These include:

•  - When trees were felled by a storm at the popular landmark and Game of Thrones filming location the Dark Hedges, the wood was used to create ten ornate doors. Each of these doors represent different aspects of the show and are found at pubs near filming locations throughout Northern Ireland. Fans are encouraged to travel around the region, visiting each door. 
• - Discover Northern Ireland offers a range of information about locations, tours and experiences for visitors. 
• - Find filming locations and information about each. 

Opportunities for businesses

Tourism and hospitality businesses can create Game of Thrones themed experiences and packages. For example: 

• Tours of filming locations are an obvious opportunity. This could comprise of a detailed tour of one or two specific locations, or longer tours that span larger regions. 
• Visitor experiences allow sightseers to feel connected to world of Game of Thrones and to the backdrop of Northern Ireland's filming locations. Consider immersive and interactive activities and experiences your business could offer to visitors. 
• Food and drink features heavily in the show. Food producers and hospitality businesses can create products, menu items and events that reflect Westerosi cuisine. See food tourism opportunities.
• Special events are a great way to attract Game of Thrones fans to your business. Consider exhibitions, fairs, banquets, meet and greets and screenings. See organising events in Northern Ireland. 
• Your business could stock official Game of Thrones merchandise as souvenirs.  
   

Northern Ireland is an increasingly popular filming location for major TV productions and films. Businesses in the tourism and hospitality sector can leverage this opportunity by creating screen tourism experiences for visitors. 

Follow these best practice tips to make your screen tourism experience a success: 

1.    Do detailed research - Screen tourism visitors are often 'super fans' with very detailed knowledge about their favourite film or TV series. If you are offering themed experiences (eg location tours), you should be able to match their knowledge. It's even better if you can offer new trivia and 'behind the scenes' stories. 

2.    Create an immersive experience - Develop experiences that allows visitors to interact and immerse themselves in the world of their favourite TV show or film. Costumes, props and the chance to recreate a famous scene could help your guests feel involved. See creating tourism experiences. 

3.    Use social media - Social media is a great opportunity to promote your screen tourism experience. Find the online communities of fans and join the conversation. Learn from them what type of experience they would enjoy, which characters they love and how to create a memorable experience. Using interest targeting on social media advertising is ideal way to target your ads to the right audience. 

4.    Reach out to influencers - Consider working with influencers on social media to connect with your audience. See influencer marketing.

5.    Encourage user-generated content - Social media content created by your guests can be just as important as your own. Create photo opportunities that visitors will want to share on social media and encourage them to leave an online review if they have had a good time. See digital marketing for tourism businesses. 

6.    Collaborate with other businesses - Develop partnerships with other local businesses so you can recommend each other to guests. You could even create joint packages. For example, a tour company could develop relationships with local restaurants and accommodation providers to offer an inclusive trip.  

7.    Work with the production company - Keep yourself on the right side of intellectual property law by working in partnership with production companies to develop your experience.  
 

There are a number organisations that 91Ï㽶»ÆÉ«ÊÓƵ the screen tourism industry in Northern Ireland. See grow a tourism business for more information on tourism sector 91Ï㽶»ÆÉ«ÊÓƵ. 

Tourism NI

Tourism NI offers a range of advice and 91Ï㽶»ÆÉ«ÊÓƵ, particularly Game of Thrones experiences: 

• advice and resources for - including tour operator guidelines and filming locations imagery 
• promotion of Game of Thrones experiences on
• screen tourism

Northern Ireland Screen

Northern Ireland Screen have developed a .

The NI Screen provides useful information about past, current and upcoming film and TV productions in Northern Ireland. It includes filming location details. 

Tourism Ireland

Tourism Ireland runs social media and international press to highlight Northern Ireland as a Game of Thrones destination. They have produced a webpage that showcases filming locations.