In celebration of World Earth Day 2025, we are delighted to spotlight some of our members who have placed sustainability and responsible tourism at the heart of their business.
Game of Thrones Studio Tour is the world’s only permanent Game of Thrones Studio Tour in Northern Ireland. In 2023, Game of Thrones Studio Tour won Sustainable Tourism Provider of the Year at the UKinbound Awards for Excellence as an ultra-low-carbon, sustainable attraction. This feature explores how sustainability is integrated into every aspect of its operation – from energy and transportation to storytelling and visitor engagement.
What does sustainability mean to the Game of Thrones Studio Tour, and why is it important?
Sustainability is incredibly important to the Game of Thrones Studio Tour, as it means preserving the incredible landscapes and communities that brought the world of Westeros to life. As a permanent attraction based in Northern Ireland, we’re deeply committed to reducing our environmental impact, supporting local suppliers, and celebrating the creative reuse of materials. From repurposing original sets and costumes to using energy-efficient systems and locally sourced products, sustainability is woven into the fabric of our visitor experience.
It’s important to us because the magic of Game of Thrones was made possible by the stunning natural environment and the people of this region. By operating responsibly and encouraging visitors to do the same, we aim to protect and preserve this legacy for future generations of fans, filmmakers, and creatives.
Can you share an example of a successful sustainability initiative?
The Studio Tour has been designed as a carbon-neutral visitor attraction, integrating industry-leading sustainability initiatives. This includes a biomass heating system, green electricity procurement, an advanced Building Energy Management System, and HVAC heat recovery technologies. A comprehensive transport strategy actively reduces emissions, including electric vehicle (EV) infrastructure, hydrogen-powered transport partnerships, and a dedicated Park & Ride system.
The tour’s sustainability strategy also extends to biodiversity initiatives, including a 90-acre land management plan with wildflower meadows, tree planting, and wildlife conservation efforts. Additionally, operations focus on waste reduction, responsible sourcing, and sustainable food and beverage practices.
How do you measure the impact of your sustainability efforts?
We track our sustainability impact through a combination of internal monitoring and collaboration with external partners. This includes measuring our energy and water usage, reducing single-use plastics, managing waste responsibly, and prioritising local, sustainable suppliers. We also regularly review our operations to identify areas for improvement, whether that’s introducing new recycling initiatives or encouraging greener travel options for our visitors and staff.
How do you educate and encourage your visitors to support your sustainability ethos before, during and after their visit?
Before their visit, we encourage guests to make more sustainable travel choices by highlighting greener options, like our shuttle bus service, which helps reduce individual car journeys and lowers the overall emissions to and from the Studio Tour. During their time at the Studio Tour, we’ve made sustainability visible and accessible, from clearly marked recycling points to digital guides that reduce paper use.
Throughout the experience, we showcase how original props, costumes and set pieces have been creatively reused, highlighting the role of sustainability in storytelling and production.
What can the industry do better to encourage and promote sustainable travel?
The industry has a real opportunity and responsibility to lead by example when it comes to sustainable travel. That starts with making greener options more visible, affordable, and convenient for visitors. Whether partnering with public transport providers, offering incentives for low-emission travel, or integrating sustainable travel planning into the booking experience, we need to make it easy for people to choose eco-friendly journeys.
What government support does the industry need to ensure that sustainable travel becomes the norm?
To make sustainable travel the default choice, not just the ideal one, the industry needs consistent, long-term support from the government. We believe this includes investment in accessible, reliable public transport, especially in rural areas where many of our cultural and tourism experiences are based. Clearer infrastructure for low-emission travel, such as electric vehicle charging points and safer walking and cycling routes, would also make a big difference.
