The world's only dedicated Game of Thrones Studio Tour has reported a significant net trading loss, even as it celebrates a sustained surge in visitor numbers. The £55 million attraction in Banbridge, County Down, disclosed a loss of £7.1 million over an extended 15-month accounting period from September 2023 to December 2024.
Strong Growth Amid Financial Challenges
Despite the financial setback, the tour's popularity is demonstrably growing. The attraction, developed with HBO and Warner Bros Discovery, reported a 28% increase in visitors during 2025, with growth accelerating to 33% in the second half of the year. This follows impressive increases of 35% in 2024 and over 30% in 2023, building momentum since its February 2022 opening.
The company has emphasised that it remains solvent and continues to receive backing from its shareholders. A statement confirmed a £3.5 million convertible loan facility has been agreed with the controlling shareholder, with £1.5 million already drawn. The remaining £2 million is slated for investment in the first quarter of 2026.
The Critical Parking Hurdle
Management identifies one major infrastructural issue as a primary barrier to profitability: the lack of permanent on-site parking. Currently, the tour relies on a costly shuttle bus service from a nearby retail park, an arrangement that costs over £600,000 annually and is described as "operationally restrictive."
Andrew Webb, Chairman of the board, stated that while the team has refined the customer journey, visitor feedback consistently highlights the parking situation as a significant drawback. "The ability to implement normal commercial and operational efficiencies is currently constrained by this single infrastructure issue," he said.
Future Hopes and Commitments
The owners have submitted a planning application to develop a permanent car park, which they see as a "critical piece of infrastructure" for the site's future. They are hopeful for a positive decision from the Armagh City, Banbridge and Craigavon Borough Council in early 2026.
Mr Webb added that resolving the parking issue would allow the business to restructure operations, slash costs, and reinvest in growth, jobs, and the visitor experience. A spokesperson for Stephens GOT LLC, the US-based private investor, reaffirmed their commitment: "The owners and investors are fully committed to the Game Of Thrones Studio Tour becoming an iconic, world-class attraction for Northern Ireland and the island of Ireland."
