Game of Thrones Tours

What Game of Thrones Tours does

Game of Thrones Tours is an independently operated, founder-owned tour company that runs guided excursions to real Game of Thrones and (as of 2026) Dunk & Egg filming locations across Northern Ireland and the Republic of Ireland. The company operates under two legal entities — Game of Thrones Tours Ltd in Belfast (UK) and Game of Thrones Tours Limited in Dublin (Ireland) — and is not affiliated with HBO. Its primary customer segment is international tourists and fans of the Game of Thrones franchise who want to visit authentic filming locations rather than reconstructed sets, served through a horizontal segmentation approach. The company explicitly markets that its guides worked on the Game of Thrones production, with named guides including Richard the Wildling, Adrian 'the Other Ser Davos', and Flip (Hodor's body double).

The product portfolio is structured as a price ladder across modalities. Coach tours include the Iron Islands & Giant's Causeway from Belfast (£49 adult / £45 student) and Winterfell Locations Treks from Belfast (£49) and Dublin (€79). Walking tours cover Tollymore Forest in Newcastle (£10) and the Glass of Thrones trail in Belfast (£80 per private group). Private car tours include the Audi A6 (1–4 people) and partner-operated Land Rover and Mercedes V-Class (1–7 people) experiences. A premium partner helicopter tour with Cutting Edge Helicopters operates from Derry Airport (1–3 people). All-inclusive pricing covers entrance fees, and optional cloaks and props are available for photos. Gift voucher packs are sold as a complementary product, valid for five years.

The go-to-market is direct-to-consumer via the company's website (gameofthronestours.com), supplemented by referral distribution through four destination marketing organizations — Tourism Ireland, Discover Northern Ireland, Visit Belfast, and Visit Dublin — and earned media coverage from BBC, RTE, ABC News, New York Times, The Guardian, and Euromaxx. The company is bootstrapped, with Managing Director Rob Dowling as the only named executive, and has no disclosed funding, no parent company, and no institutional investors. The underlying technology stack is minimal: a website booking flow with email confirmation, gift voucher promo codes, and standard CMS imagery; there is no proprietary technology, no mobile app, and no AI or ML capabilities.

Name

Game of Thrones Tours

Legal name

Game of Thrones Tours Ltd / Game of Thrones Tours Limited

Website

https://gameofthronestours.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Game of Thrones Tours is an independently operated, founder-owned tour company running guided excursions to real Game of Thrones and Dunk & Egg filming locations across Northern Ireland and Ireland, serving international fans of the franchise via coach, walking, private car, and premium partner experiences.

Ownership category

akta.pro rank

Product category

Guided Film Tourism

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Land (48711), Scenic and Sightseeing Transportation, Other (4879)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tour & Sightseeing Coach Charters (THAIAIAB)

akta.pro secondary industries

Scenic & Sightseeing Helicopter Tours (THABAGAE), Transportation & Access Services (Shuttles, Ferry Access, Scenic Drives Permits) (THAAAGAC), Private Adventure & Expedition Experiences (Custom Hikes, Safaris, Backcountry) (THAJALAG)

Keywords

• Guided film tours
• Filming location tours
• TV tourism experiences
• Coach tours Ireland
• Walking tours Belfast

Headquarters

HQ city

Belfast

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Tour Tickets: The company sells tickets for various guided tours of Game of Thrones filming locations across Northern Ireland and Ireland. Pricing is per person with student discounts available. Tours include coach tours, private car tours, walking tours, and premium partner experiences.
2. Gift Vouchers: Physical gift voucher packs are sold for various tour experiences. Vouchers are valid for five years from purchase date and include a booking ID that recipients use to redeem on the website.
3. Optional Add-ons: The company offers optional cloaks and props for photo opportunities during tours as additional revenue items.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Game of Thrones Tours is an independently operated tour company that sells guided excursions to real Game of Thrones and Dunk & Egg filming locations across Northern Ireland and the Republic of Ireland. Its product portfolio spans coach tours (Iron Islands and Winterfell), private car tours, walking tours, premium partner offerings (V-Class, Land Rover, helicopter), and gift voucher packs, all led by guides who worked on the Game of Thrones production.

Product overview

Game of Thrones Tours is an independently operated tour company offering guided tours to Game of Thrones and Dunk & Egg filming locations across Northern Ireland and Ireland. The product portfolio consists of coach tours (group tours to Iron Islands & Giant's Causeway, and Winterfell Locations treks from Belfast and Dublin), private car tours (Audi A6 and Land Rover experiences), walking tours (Tollymore Forest and Glass of Thrones trail), and premium partner offerings (V-Class and helicopter experiences). The company also offers gift voucher packs as a complementary product. All tours are led by guides who worked on the Game of Thrones series, and optional props like cloaks are available.

Differentiator

Problem solved

Functional benefit

Products and services

• Iron Islands & Giant's Causeway Tour (from Belfast) Guided coach tour visiting Iron Islands filming locations and the Giant's Causeway, departing from Belfast; priced at £49 adult / £45 student.
• Winterfell Locations Trek (from Belfast) Guided coach tour from Belfast to Winterfell filming locations; priced at £49 adult / £45 student.
• Winterfell Locations Trek (from Dublin) Guided coach tour from Dublin to Winterfell filming locations; priced at €79 adult / €75 student.
• Private Audi A6 with Richard the Wildling (from Belfast) Private car tour in an Audi A6 with guide Richard from Belfast, accommodating 1-4 people.
• Tollymore Forest Locations Trek (in Newcastle) 1 hour 45 minute walking tour through Tollymore Forest filming locations in Newcastle; priced at £10 adult / £8 student.
• Glass of Thrones Walking Trail (in Belfast) Private 2-hour walking trail in Belfast, priced at £80 per private group.
• Private Land Rover with Adrian (from Belfast) Partner-operated private Land Rover tour with Adrian from Belfast, accommodating 1-4 people.
• Private V-Class with Flip (from Ballycastle) Partner-operated private Mercedes V-Class tour with Flip (Hodor's body double) from Ballycastle, accommodating 1-7 people.
• Private Helicopter with Cutting Edge Helicopters (from Derry Airport) Partner-operated private helicopter tour with Cutting Edge Helicopters from Derry Airport, accommodating 1-3 people.
• Gift Voucher Packs Physical gift voucher packs valid for five years from purchase, redeemable for any tour booking via the website using a promo code.
• Dunk & Egg Filming Locations Tour New tour offering to Dunk & Egg series filming locations across Northern Ireland and Ireland, announced as launching in 2026.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Tourism IrelandcoreGTM or Marketing PartnerOfficial DMO partner featured on Tourism Ireland's official website for Game of Thrones experiences, driving significant inbound tourist traffic.
• Discover Northern IrelandcoreGTM or Marketing PartnerOfficial DMO partner promoting Game of Thrones tours on Discover Northern Ireland's tourism platform, directing tourists to booking page.
• Visit BelfastcoreGTM or Marketing PartnerOfficial Belfast tourism partner listing Game of Thrones Tours as a key experience for visitors to Belfast.
• Visit DublincoreGTM or Marketing PartnerOfficial Dublin tourism partner featuring Game of Thrones Tours departing from Dublin.
• Cutting Edge HelicoptersminorStrategic or Co-development PartnerPartner operator providing private helicopter tours from Derry Airport for premium Game of Thrones location experiences.
• BBCminorGTM or Marketing PartnerFeatured in BBC coverage, providing earned media exposure.
• RTEminorGTM or Marketing PartnerFeatured in RTE news coverage about Game of Thrones tourism in Northern Ireland.
• New York TimesminorGTM or Marketing PartnerFeatured in New York Times travel coverage on Northern Ireland and Game of Thrones tourism.
• The GuardianminorGTM or Marketing PartnerFeatured in The Guardian coverage on Game of Thrones tourism experiences.
• ABC NewsminorGTM or Marketing PartnerFeatured in ABC News coverage of Game of Thrones Northern Ireland tourism.
• EuromaxxminorGTM or Marketing PartnerFeatured in Euromaxx lifestyle programming covering Game of Thrones filming locations.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Irish Day Tours: Dublin-based day-tour operator offering guided trips to Northern Ireland and the Causeway Coast with a coach format similar to Game of Thrones Tours' Winterfell Locations Trek from Dublin.
• Wild Rover Tours: Dublin-based coach tour operator running multi-day and day tours across Ireland including Northern Ireland, competing with Game of Thrones Tours for tourist demand leaving Dublin on themed itineraries.
• Hobbiton Movie Set Tours: New Zealand-based guided tour operator taking visitors to actual Lord of the Rings filming locations with themed guides, the closest functional analogue to Game of Thrones Tours' IP-driven, real-location tour business model.
• Rabbie's Trail Burners: Small-group guided tour operator focused on the UK and Ireland, running themed itineraries (including film and literary routes) with similar coach and small-van formats and a comparable guide-led storytelling model.
• Paddywagon Tours: Irish tour operator offering guided day tours from Dublin and Belfast to Northern Ireland attractions, competing head-to-head with Game of Thrones Tours on coach-format itineraries covering similar filming and scenic locations.
• McComb's Coach Tours: Long-established Belfast-based coach tour operator running sightseeing tours across Northern Ireland including the Giant's Causeway and Causeway Coast, directly competing with Game of Thrones Tours for inbound coach tour customers in the same departure city.

Broad incumbents

• Viator: Global online tour and activities marketplace (Tripadvisor-owned) where many sightseeing tour operators distribute their inventory, including film- and location-based tours similar to Game of Thrones Tours across multiple geographies.
• GetYourGuide: Global OTA for tours, attractions, and activities, distributing sightseeing and themed tours in dozens of countries and competing for the same international tourist booking that Game of Thrones Tours receives via DMO referrals.
• Contiki: Established youth-focused multi-day coach tour operator with strong brand and global distribution, offering UK and Ireland itineraries that overlap with Game of Thrones Tours' geographic and coach-based value proposition.

Others

• Tourism Ireland: Official Destination Marketing Organization for the island of Ireland and a strategic GTM partner of Game of Thrones Tours, important not as a competitor but as the upstream referral channel that drives top-of-funnel demand for the business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GoT_Tours
• Facebookfacebook.com/gameofthronestours

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Game of Thrones Tours