GOT bags dragon’s share in TV tourism

Prajakta Joshi
Wednesday, 19 July 2017

TripAdvisor analysed annual search activity to a selection of GoT filming locations since 2012, a year after the show went to air, to determine traveller interest in visiting the filming locations.

PUNE: TripAdvisor has crowned ‘GoT Walking Tour of Dubrovnik, Croatia’ the most popular GoT tour in the world. The development comes even as season 7 of Game of Thrones (GoT), one of the most watched TV series, premiered on July 16. 

Due to the rising popularity of the show, especially among youngsters, the demand for themed tours has gone up. Spain and Iceland also lead the rankings for the most popular GoT destinations.

Many other tours like ‘Game of Thrones’ Filming Locations Tour From Reykjavik, Iceland’, ‘Game of Thrones’ and Giant’s Causeway Full-Day Tour from Belfast, UK’, ‘Game of Thrones’ Filming Locations Tour in Malta’ and ‘Game of Thrones’ Guided Day Trip to Girona from Barcelona, Spain’ have also made it to TripAdvisor’s list of the world’s top 10 GoT tours.

TripAdvisor analysed annual search activity to a selection of GoT filming locations since 2012, a year after the show went to air, to determine traveller interest in visiting the filming locations. Most destinations have experienced significant rise in the number of visitors, up to a maximum of a 2,270 per cent after appearing on the show. This goes to prove that TV tourism is clearly on the rise, with one in five travellers choosing a destination based on what they saw on TV shows.

Spain, one of the preferred filming countries that features 12 destinations that have served as background for Dorne, Vaes Dothrak, King’s Landing, Mereen or Braavos, has seen the greatest increase in interest from travellers. Local landmarks like the Castle of Zafra saw a 488 per cent increase in interest from international travellers after its appearance in season 6 of the show last year.

The very first season of ‘Game of Thrones’ was filmed in Croatia and Malta. Many travellers, who wanted to walk along the streets of King´s Landing, Qarth, Red Keep, Mereen or Yunkai, drove interest up in Croatia by 300 per cent and in Malta by 152 per cent  between December 2012 and January 2017.

Used from the first season until today, the Northern Ireland region of Antrim county has been the most versatile of all filming locations, serving as King’s Landing, King’s Road, Winterfell, The Iron Islands, Riverrun, the Twins, Slaver’s Bay and Dorne, among others. This has positively inspired travellers, increasing traffic 229 per cent since the end of 2012 until the beginning of 2017. Coinciding with the airing of the show, there have been clear traffic peaks every year during the months of April to June.

TELEVISION TOURISM
- TV tourism is clearly on the rise, with one in five travellers choosing a destination based on what they saw on television shows.
- The destinations in Spain that have served as filming locations for Game of Thrones have seen a huge rise in tourist footfall after they appeared on the show.
- There has been a long-term tourism growth in Ireland, Croatia and Malta, the countries that have been part of the show since its beginning in 2011. 
- Coinciding with the airing of the show, there have been clear traffic peaks every year at these destinations during the months of April to June.

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