Tourism authorities in New Zealand say The Hobbit films were instrumental in bringing many visitors to see the fabulous scenery shown on screen.
There are many who believe that Game of Thrones, the fantasy TV series, could do the same for Northern Ireland.
And our Tourism Minister Arlene Foster agrees.
Why then, as our Life cover story today reveals, is so little being done to cash in on the publicity gained by the series?
The main tourism office doesn't even have any literature linking the filming locations to the programmes. It took 100 years for Belfast to realise the tourism potential of the Titanic. Now it seems we are in danger of missing the boat again.