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BBC News
08-08-2025
- BBC News
The 'Outlander effect': How a time-travel romance transformed Scottish tourism
The impact of Outlander-inspired travel to Scotland has been intense. A 2023 visitor survey by VisitScotland found that 8% of respondents – nearly 700,000 people – were inspired to visit by a TV show, with many citing Outlander specifically as their reason for travelling. A separate 2022 report created in collaboration with the Moffat Centre for Travel and Tourism at Glasgow Caledonian University, found that filming sites across Scotland saw an average 19% increase in visitors between 2014 and 2022, with some locations seeing extraordinary spikes – Blackness Castle, which doubles as Fort William, has seen visits rise by 379% since the show first aired. What makes the Outlander Effect so powerful is the kind of travel it inspires. According to Steele, Outlander fans are much more interested in the country's rural, cultural and historical destinations, choosing places like the picturesque village of Culross or the windswept Culloden Battlefield, both of which had prominent roles in the show, over well-known cities like Edinburgh or Glasgow. "There were actually quite a lot of attractions that had lower footfall, but then once the series showcased that location, the fans were really coming," said Steele. "Some of them [saw an] increase in visitors [that] was absolutely incredible. More than double in some cases." Of course, this level of popularity presents its own challenges. Many of the featured sites are not equipped to manage a surge in foot traffic. "You have to think about the conservation of it," said Steele. "[Can] this building, which is a really ancient castle or monument or something, sustain the number of visitors? Is it somewhere that's actually manned and people pay a ticket and go in, or is it somewhere that's maybe a little more rural and maybe doesn't have a person attending? We have to be quite careful about that." Alamy Still, overall, the Outlander Effect has been embraced by the Scottish tourism industry, with a wide variety of tours, Scottish heritage events and self-guided driving routes now available across the country. "I have been doing Outlander tours since 2017," said James Kennedy, who offers private full-day Outlander tours via ToursbyLocals. "I was an on-screen Jacobite in season two and being able to show clients pictures of me on set and tell them a few stories about what it was like has certainly made me one of the busier guides."
The Independent
12-03-2025
- Entertainment
- The Independent
Scottish film locations featured in One Day, Avengers surge in popularity
Travellers have visited heritage attractions across Scotland in record numbers after the sites featured in major movie productions. Data compiled by the Moffat Centre at Glasgow Caledonian University and the Association of Scottish Visitor Attractions (ASVA) revealed a 3.9 per cent increase in visitors to attractions in 2024, with a total of 49,708,483. Edinburgh Castle, a prominent backdrop in Netflix 's version of One Day, maintained its position as Scotland 's most frequented paid attraction. Visitor numbers climbed by four per cent to an impressive 1,981,152. Other historical sites also witnessed significant growth. Culloden Visitor Centre saw a remarkable 42.8 per cent increase in visitors, reaching 374,443, while Stirling Castle experienced a 14.8 per cent rise, welcoming 594,938 visitors, with both attractions charging for admission. The free admission St Giles' Cathedral, which featured in Avengers: Infinity War, Frankenstein and Fast & Furious 9, saw visitor numbers rise 18.3 per cent increase, to 1,742,147 in 2024. Chris Greenwood, senior research fellow at the Moffat Centre for Travel and Tourism at Glasgow Caledonian University, said: 'Heritage and culture are a major attraction among our international visitors with castles, heritage centres and historic sites all performing well. 'Many of Scotland's heritage sites are used as filming locations which encourages visitors to undertake 'set-jetting' trips to experience their favourite film and television productions, such as Outlander. 'Growth in free attractions demonstrates the ongoing cost-consciousness among domestic visitors. 'Domestic audiences have been increasingly looking for free attractions and activities, shorter lengths of breaks and things closer to home.' The National Museum of Scotland remained the number one free attraction with numbers increasing 5.9 per cent to 2,314,974. Among other free attractions The Burrell Collection in Glasgow recorded 555,888 visits, an increase of 11.6 per cent, while the National Galleries of Scotland in Edinburgh saw an 8.9 per cent increase to 1,999,196. Michael Golding, chief executive of the ASVA, said: 'The success of Scottish attractions is underpinned by a resolute commitment to providing high-quality experiences that captivate and inspire visitors. 'The continued rise in visitor numbers, particularly at heritage sites and filming locations, highlights the power of authentic and immersive storytelling in attracting visitors.' The overall number of visitors to paid-for attractions increased 2.4 per cent to 17,849,139. There were 31,859,344 visits to free attractions in 2024, up 4.8 per cent on the previous year. Scotland's business minister Richard Lochhead MSP said: 'These figures hammer home the strength and breadth of Scotland's tourism sector. 'I'm pleased that so many of the country's much-loved attractions continue to attract more and more people through their doors. 'This is testament to the dedication of the thousands of people that work hard to create memorable experiences and showcase the best of Scotland's history and culture to people worldwide. 'We will continue to work hand in hand with the sector to continue this upwards trend. In the Scottish Budget, we've allocated an additional £2 million to VisitScotland to help spearhead growth, benefiting attractions and businesses.'
