Game of Thrones tourism and the (re)imagination of the new Northern Ireland

Abstract

For decades, Northern Ireland was best known for the violent conflict referred to as the Troubles. However, the filming of HBO's Game of Thrones in Northern Ireland has had a profound effect on boosting tourism numbers as well as the country's image in the global awareness. This article examines the role of Game of Thrones tour guides as cultural mediators who are uniquely positioned to redefine the image of Northern Ireland. Through an analysis of the guides’ tour narratives, this article demonstrates how tour guides redefine the past and construct an image for the future of Northern Ireland via the fantasy world of Game of Thrones. It concludes that tourism provides a platform for communicating new social imaginaries.