Game of Thrones Studio Tour records nearly 30% visitor growth in 2025
5th Jan 2026
The world’s only Game of Thrones Studio Tour, located in Banbridge, Co. Down, is reporting strong visitor growth during 2025.
Visitor numbers increased by 28% in 2025, with growth accelerating in the second half of the year to approximately 33%, demonstrating sustained momentum and rising local and international demand for the attraction.
This performance follows visitor growth of 35% in 2024, after a year-on-year increase of over 30% in 2023, highlighting a consistent multi-year growth trajectory.
Since opening in February 2022, the award-winning £55 million Studio Tour has established itself as one of Northern Ireland’s most distinctive and internationally recognised tourism attractions.
Infrastructure investment critical to future growth
Investors behind the attraction are hopeful of a positive planning decision in Q1 2026 to allow the development of a permanent on-site car park. This critical piece of infrastructure would enable the business to streamline its operational structure, bring costs in line with industry norms, and unlock further sustainable growth.
Speaking on the performance of the business, Andrew Webb, Chair of the Board of Game of Thrones Studio Tour, said:
“We are delighted to report strong visitor growth in 2025, building on the significant momentum achieved in 2024. This performance is testament to the quality of the experience we offer and the dedication and professionalism of our team.
“We believe the business can make even stronger progress. Whilst the management team has worked diligently to refine the customer journey, visitor feedback consistently highlights the absence of permanent on-site parking as a significant barrier.”
The current parking solution – required as part of the original planning consent – relies on a shuttle bus service operating from a nearby retail park. This workaround is costly and operationally restrictive, equating to over £600,000 per year.
Andrew added: “The ability to implement normal commercial and operational efficiencies – something any business would routinely do – is currently constrained by this single infrastructure issue. Addressing it would allow us to restructure operations, significantly reduce costs, and reinvest in growth, jobs, and the overall visitor experience.
“Directors remain actively engaged with Armagh City, Banbridge and Craigavon Borough Council and other stakeholders in seeking planning approval, and are hopeful of a decision in early 2026.”
The Studio Tour currently supports over 90 jobs, with further employment growth anticipated as the business continues to scale.
Latest financial position
Game of Thrones Studio Tour is a privately owned company and does not receive any government funding.
The business has filed its latest audited accounts, reporting a net trading loss of £7.1 million over an extended 15-month accounting period (September 2023 to December 2024 inc.), reflecting the capital-intensive nature of its start-up phase. The company remains solvent and continues to be supported by its shareholders.
A £3.5 million convertible loan facility has been agreed with the controlling shareholder, of which £1.5 million has already been drawn. The remaining £2 million is scheduled for investment during Q1 2026.
Long-term commitment to Northern Ireland
The Studio Tour was developed in partnership with HBO and Warner Bros. Discovery and remains the world’s only official Game of Thrones Studio Tour.
Brand investment continues, with two new HBO series scheduled for release in 2026 – A Knight of the Seven Kingdoms and Season 3 of House of the Dragon – alongside further confirmed productions through to at least 2028.
A spokesperson for Stephens GOT LLC, the US-based private investor, said:
“The owners and investors are fully committed to the Game of Thrones Studio Tour becoming an iconic, world-class attraction for Northern Ireland and the island of Ireland. Stakeholder support is essential to unlocking the site’s next phase of growth in 2026 and beyond.”
