Scotland is shining as the ultimate luxury destination in acclaimed travel competition series Extra Mile Club thanks to a major collaboration between VisitScotland and American television network NBC’s NBCULocal division.
The national tourism and events body has teamed up with one of America’s most-watched TV platforms and luxury travel network Global Travel Collection to spotlight Scotland as a destination where heritage, culture, and luxury blend for an unforgettable experience.
The show, which aired right after the hugely popular Saturday Night Live, features Scotland in two dedicated episodes, as two travel advisor teams from Global Travel Collection compete to create perfect Scottish itineraries for celebrity clients.
Olympic medallists and NBC commentators Tara Lipinski and Johnny Weir are treated to the VIP treatment in Scotland after requesting their trip location following their Scottish experiences while starring on the U.S. version of The Traitors.
Supported by targeted advertising across NBC and Peacock throughout November and December, these episodes are a key component of VisitScotland’s wider autumn/winter drive to keep Scotland top of mind for American travellers.
With the U.S. being Scotland’s largest and most valuable international market, contributing millions to the visitor economy each year, this partnership was created with aim to bring even more U.S. visitors to Scotland. It shines a light on Scotland’s most luxurious places to stay and the extraordinary experiences to be enjoyed.
To help viewers turn inspiration into the trip of a lifetime, VisitScotland has created a bespoke itinerary based on the show’s highlights, now available on its website. From private castle tours and luxury spa stays to fragrance-making and curated shopping in Edinburgh, the itinerary mirrors the celebrity experiences seen on screen – making it easy for visitors to plan their own unforgettable Scottish adventure.
The episodes, filmed in autumn across several regions, were shaped with VisitScotland working closely with NBC and the Global Travel Collection to reflect U.S. visitor motivations. This collaboration is set to continue with the Global Travel Collection and the national tourism and events body now linked to bring more of Scotland to its luxury travel agent network.
The first episode introduced viewers to some of Scotland’s most luxurious experiences. Highlights of the trip, which were crafted by rival advisors Tom Ho and brother team Michael and Steven Lieberman, included a stay at, a jeep safari, Cameron House Hotel and Spa, a private tour of Inveraray Castle by the Duke of Argyll, a yoga session with Kilted Yoga’s Finlay Wilson and a rainbow-soaked cruise on Loch Lomond.
The second episode, which premiered on Saturday 20 December, featured a trip on the opulent Royal Scotsman train from Wemyss Bay station in Inverclyde, fragrance-making sessions at the Royal Botanic Garden in Edinburgh to bespoke fashion creations by celebrated Scottish designer Siobhan Mackenzie.
The episodes premiered on US TV before being shared on YouTube with a bonus scene of Tara and Johnny being treated to an exclusive visit to Rosslyn Chapel in Midlothian.
In addition to the dedicated episodes, a recent edition of NBC’s Open House series features Andy Murray’s Cromlix Hotel. The segment is guided by wife Kim Murray, who oversaw its radical redesign a few years ago.
Vicki Miller, VisitScotland Chief Executive, said: “It has been incredibly exciting to partner with NBC and Global Travel Collection to bring Extra Mile Club to Scotland.
“The US is Scotland’s largest international visitor market in both volume and spend, contributing millions to our economy each year, with strong potential for continued growth.
“And Scotland offers so much to American visitors from our breathtaking landscapes and rich history to authentic connections with our people and culture.
“The show is also a unique way to showcase the work of travel advisors. They play a vital role in curating these bespoke journeys and remain an essential link to the US market. Our dedicated US travel trade team supports advisors with training, resources and both in-market and UK-based events to help them bring Scotland to life for their clients. This is complemented by our broader marketing, PR, and partnership activity to keep Scotland top of mind for US visitors.
“From iconic landmarks to bespoke adventures, we hope these episodes inspire even more Americans to plan their own Scottish adventure in 2026 and beyond where you will be guaranteed a warm welcome.”
Watch The Extra Mile Club Scotland episode 1
Watch the Extra Mile Club Scotland episode 2
Watch Open House Cromlix segment
PICTURES: VisitScotland