Game of Thrones®: The Touring Exhibition

The support of Northern Ireland Screen, HBO, Belfast City Council and Titanic Belfast Ltd helped us make the exhibitions a huge success. They gave thousands of fans the chance to fully immerse themselves in the fantasy TV series – right where it was made.

In 2013, it took just 24 hours for over 12,000 advance tickets to sell-out, with requests pouring in from across the world. In 2014, a bigger and better version of the exhibition sold out again, and was launched with a red carpet
event attended by cast members and HBO executives. It brought visitors from Australia, USA, Canada, Great Britain and several European countries (accounting for 24% of visitors). The event also generated around £735,000 in direct spend and £2.9 million of PR value.

In 2019, Belfast was chosen as the only location in the UK and Ireland to host the biggest ever touring exhibition, with props and artefacts exclusive to Belfast. Coinciding with the epic final season, it was a fitting scale and location to celebrate a decade of filming in Titanic Quarter.

Northern Ireland is key to the life and legacy of the show. So visiting the exhibition here offered an authentic experience for fans. It let them immerse themselves in Westeros and explore the spectacular filming locations that formed the show’s backdrop.

After the exhibition, a survey revealed that Game of Thrones® was the main reason for 54% of those surveyed coming to Northern Ireland. It also showed that 91% thought the exhibition enhanced Northern Ireland’s credentials as Game of Thrones® Territory, and that 69% were planning other Game of Thrones® experiences during their stay. Added to that, 90% thought the exhibition improved Northern Ireland’s reputation as a holiday
destination.