by Donald Wood
Last updated: 1:20 PM ET, Mon May 22, 2017
The tourism bureau of Ireland has reached a licensing agreement with cable network HBO to capitalize on the popular Game of Thrones series ahead of the show's seventh season.
According to the Belfast Telegraph, Tourism Ireland originally worked with HBO in 2016 for the Doors of Thrones campaign, and the two parties are once again celebrating the series filmed in Northern Ireland.
Tourism Ireland CEO Niall Gibbons said the new licensing deal had sparked a rise in visitors to filming locations for Game of Thrones, including Castle Ward in County Down and the Dark Hedges in County Antrim.
"We are able to capitalize on a huge audience," Gibbons told the Belfast Telegraph. "Game of Thrones is the hottest ticket in town in relation to Northern Ireland just now."
While Gibbons and the Tourism Ireland team would not divulge any details about the new campaign agreement, the bureau will be hosting 13 top travel agents from Hong Kong on a tour of key locations, including Titanic Belfast, the Giant's Causeway, the Irish National Stud and Dublin.
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The influx of tourism officials and agents from Asia is part of Tourism Ireland's focus on bringing more visitors from China and other key Asian markets.
The seventh season of Game of Thrones is scheduled to debut July 16 in the United States and July 17 in the United Kingdom.
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