Tourism Ireland has reconfirmed its official licensing agreement with HBO ahead of the launch of the seventh series of Game of Thrones, using the brand to promote Northern Ireland as a tourism destination.

This is the second official tie-up between Tourism Ireland and HBO, utilising Game of Thrones – much of which was filmed in Northern Ireland – to draw visitors to the country.

The new deal is similar to an agreement with Disney over the use of Star Wars as a tourist lure, with the iconic brand using Ireland as the backdrop for its newer films.

Last year’s tourism campaign reached more than 100m people online, generating more than 5m clicks, with fans of the show flocking to see the show's signature sites.

"We are able to capitalise on a huge audience," said Tourism Ireland chief executive, Niall Gibbons. "Game Of Thrones is the hottest ticket in town in relation to Northern Ireland just now."

While details for this year’s campaign have not been revealed, it will feature a prominent rundown of filming locations in Northern Ireland and where to find them on the Discover Northern Ireland website. Last year the campaign focused on “Doors of Thrones” – using a set of 10 intricate doors, hung across a variety of locations in Northern Ireland, each telling the story of a Season 6 episode.