Fabricating "cool" heritage for Northern Ireland: Game of Thrones tourism

Abstract

This article examines how Game of Thrones has been used to reshape and promote Northern Ireland’s heritage through screen tourism. It argues that tourism authorities have strategically integrated the series into the region’s cultural, industrial, and natural heritage by creating new attractions, exhibitions, and branded experiences that blur the boundaries between fiction and place. Through initiatives such as the Game of Thrones Tapestry, the Doors of Thrones campaign, and partnerships with HBO, Northern Ireland has transformed the temporary appeal of a television series into a lasting heritage narrative. The study demonstrates that this combination of screen tourism and heritage branding strengthens the region’s identity, extends the economic and cultural value of the series, and offers a model for sustainable destination marketing beyond the lifespan of popular media.