Game of Thrones Studio Tour leads to sales spike at The Boulevard

The Boulevard, Northern Ireland’s only designer outlet, adjacent to the attraction’s Park and Ride facility, has reported an increase of +8.3% footfall visitors in the opening month alone and saw sales increase by +25.9% compared to the same period in 2020 (Northern Ireland retail was closed in same period in 2021).

A month on from opening Average Transaction Value (ATV) is up +37% compared to 2020, signalling a significantly greater spend from shoppers when on site. The Game of Thrones Studio Tour Park and Ride facility is situated on the wider Outlet Park, with only a pelican crossing separating it from the shopping precinct. 

The tour at nearby Linen Mill Studios is one of the most exciting tourist attractions in Northern Ireland’s history, set to attract upwards of 600,000 visitors per annum. Cementing the connection further, The Boulevard has joined partnership with the official Game of Thrones tour operator, offering exclusive Boulevard discounts to those purchasing Studio Tour tickets.

Chris Nelmes, Retail Director at The Boulevard said: “This attraction is a gamechanger for the Irish tourism sector and a phenomenal boost to The Boulevard. It’s fantastic to see that even after one month of opening, visitors who are parking up or returning after an exciting trip to Linen Mill Studios have successfully been enticed to come across to see what’s on offer at The Boulevard as part of their day’s activity. With a mix of premium retail brands offering up to 70% off RRP, a number of food & beverage operators from sit-in restaurants to Drive Thrus, and a cinema, The Boulevard is the complementary activity for families or Game of Throne superfans who fancy making a day of it.” 

Kyle Christie, Managing Director at Orr’s Travel said: “We are delighted with the initial response and bookings for the fantastic Game of Thrones Studio Tour and hotel stay packages, since opening last month. In partnering with The Boulevard to offer guests exclusive discounts, we are all working together to ensure the best experience for visitors who want to enjoy some retail therapy whilst visiting the spectacular Game of Thrones Studio Tour.”