Following the highly anticipated January 2026 premiere of HBO’s A Knight of the Seven Kingdoms, Northern Ireland is experiencing a massive resurgence in screen tourism. The new prequel, set nearly a century before the events of Game of Thrones, follows the travels of Ser Duncan the Tall and his squire, Egg. As fans tune in to explore this earlier era of Westeros, international travelers are eagerly returning to the real-life landscapes that brought the Seven Kingdoms to life, delivering a vital economic boost to local hospitality and tourism operators.
Returning to the Heart of Westeros
While the original Game of Thrones series heavily utilized digital effects and massive, globe-trotting productions, A Knight of the Seven Kingdoms relies deeply on the raw, natural texture of Northern Ireland. The production, which filmed extensively throughout the region, seamlessly blends familiar fan-favorite locations with brand-new scenic sites.
Tollymore Forest Park in County Down, famous among fans as the location where the Stark children first found their direwolves, has returned to the screen to represent the misty, lonely paths of the Reach. The Mourne Mountains provide striking backdrops for the characters’ early travels, while Myra Castle in Strangford and the sprawling Glenarm Estate in County Antrim were masterfully transformed into the tourney grounds of Ashford. By establishing its base at the renowned Titanic Studios in Belfast, the prequel represents a true homecoming for the franchise, drawing fans eager to retrace the steps of their new favorite characters.
Measurable Economic Revival
The original Game of Thrones series was a monumental economic driver for Northern Ireland, injecting an estimated £251 million into the local economy during its production run. In 2018 alone, the show attracted approximately 350,000 out-of-state visitors, accounting for one in every six tourists and generating over £50 million. Now, in 2026, the region is witnessing a powerful second wave of this phenomenon.
The Game of Thrones Studio Tour, located at Linen Mill Studios in Banbridge, has reported record-breaking numbers directly tied to the franchise’s renewed momentum. After experiencing a solid 28 percent visitor growth throughout 2025, the attraction saw an astonishing 94 percent year-on-year surge in visitors in January 2026. Data indicates that international tourists are heavily driving this charge, making up 47.6 percent of total guests. These visitors are traveling from 64 different countries, with the United States, Germany, France, Spain, and Australia supplying the largest demographics. Furthermore, ticket revenue for the tour climbed by 61 percent at the start of this year, emphasizing the high commercial value of these global visitors.
Future Outlook and Regional Impact
The immediate success of A Knight of the Seven Kingdoms has prompted HBO to renew the series for a second season, which is currently slated for a 2027 release. For Northern Ireland’s tourism sector, this guarantees sustained international visibility and long-term economic stability.
Industry leaders are already taking strategic steps to accommodate the predicted influx of visitors over the coming years. The Banbridge Studio Tour has been actively pushing for infrastructure upgrades, including permanent on-site parking facilities, to streamline operations, reduce shuttle costs, and comfortably handle increased capacity. Local tour guides, hospitality venues, and rural estates are also expanding their offerings to include specific locations featured in the new prequel.
By continuously leveraging its status as the definitive home of Westeros, Northern Ireland is proving that screen tourism is not merely a fleeting trend, but a sustainable, multi-decade economic pillar. As the global fascination with George R.R. Martin’s universe expands into 2026 and beyond, Northern Ireland’s tourism industry is perfectly positioned to turn cinematic fantasy into tangible, lasting prosperity.
