Home » Scotland Travel News » Scotland Sees Surge in Tourism Due to Outlander’s Popularity, Here’s What You Need to Know
Published on
October 11, 2025
The impact that the TV series Outlander has had on tourism in Scotland has been phenomenal, with tourists travelling to different parts of Scotland as a result of the filming locations for the show. Everywhere from Blackness Castle to Newhailes house to other filming locations have seen a surge of Outlander enthusiasts as these places have become a must see for tourists. 2014 marked the premiere of the show, filming in Scotland for the first season which shaped the show and the country for seasons to come. Scotland’s geography and rich history has made the show become a further even bigger part of the country’s culture and promoted travel to Scotland.
The report highlighted, and has the evidence to show, how Outlander has become a major influencer to tourism in Scotland, and the growing number of visits to the locations used for the series. It particularly emphasized how the number of visitors to these locations have increased, in some instances the number of visitors have more than doubled in the last 10 years. This report demonstrates the new impact the show has made on tourism in Scotland.
Tourist Influx to Filming Locations in Scotland
The influence of Outlander on Scottish tourism is nothing short of astonishing. One of the standout success stories is Blackness Castle, located on the banks of the Firth of Forth. This 15th-century fortress, which was featured in the first season of the series, welcomed 77,326 visitors in 2024, a dramatic increase from 16,559 in 2014. The show’s portrayal of the castle, particularly its scenes set in France and Scotland, has made it a key attraction for fans eager to step into the fictional world of Claire Randall and Jamie Fraser.
Another remarkable example is Newhailes House in Edinburgh, which appeared in the fourth season. The number of visitors to this 18th-century mansion skyrocketed from 4,831 in 2014 to a staggering 304,111 in 2024. This growth underscores the lasting effect Outlander has had on bringing visitors to Scotland, many of whom are motivated by the show’s connection to the country’s rich historical heritage.
These significant increases in tourist numbers illustrate just how powerful the allure of Outlander is for international and domestic visitors. The show has introduced many fans to locations that they might never have considered before, leading them to explore more of Scotland’s countryside and historical landmarks.
Outlander Effect, a Global Phenomenon: Visitors from All Over the World
The Outlander Effect extends far beyond Scottish borders, with fans from around the world traveling to Scotland to visit filming locations. According to VisitScotland, the show’s international popularity has been a driving force behind the influx of visitors. The most prominent international markets for Outlander tourism come from the United States, Canada, Australia, and the United Kingdom, with North America showing particular interest in the series’ connection to Scottish heritage.
The phenomenon has helped transform Scotland’s tourism industry, with the US, Canada, and Australia emerging as some of the largest sources of international visitors. As Outlander continues to gain a devoted following, the demand for Scottish travel experiences associated with the show is only expected to grow, further cementing Scotland’s place on the global tourism map.
The series has inspired a 12-day Outlander itinerary that showcases the filming locations scattered across the country. This itinerary has proven to be particularly popular, attracting over 55,000 page views last year alone, demonstrating the growing global appetite for Scotland-based tours linked to Outlander. Many of these visitors are traveling specifically to immerse themselves in the rich, authentic Scottish atmosphere depicted on-screen.
Tourism Beyond the Screen: A Full Scottish Experience
While Outlander is the catalyst, visitors are not only drawn to Scotland’s filming locations but also to the broader Scottish culture, heritage, and natural beauty. The series highlights Scotland’s rugged landscapes, from the Scottish Highlands to the Lowlands, as well as its historic castles, stone bridges, and vast countryside. For many visitors, Outlander serves as an introduction to Scotland, but it quickly leads them to discover other treasures, such as Scotland’s world-famous whisky distilleries, historic battlefields, and vibrant cities like Edinburgh and Glasgow.
The tourism boom has created economic opportunities for many local businesses, including guides, hotels, restaurants, and transportation services. By attracting tourists year-round, Outlander tourism helps bolster Scotland’s economy, providing jobs and supporting the livelihoods of those in rural and remote areas.
Jenni Steele, the Film and Creative Industries Manager at VisitScotland, commented on the show’s impact, stating, “The influence Outlander has had on Scottish tourism is astonishing. Not since Braveheart has a screen production had such a profound effect on our industry.” Steele also noted that each season premiere of Outlander causes a spike in online interest for Scotland, further indicating that the show’s influence is far-reaching.
Continued Success with the Prequel and Ongoing Interest
As the series continues to captivate audiences, Scotland is poised to reap the benefits of its association with Outlander. The prequel series, Blood of My Blood, is expected to maintain and even heighten interest in the country’s tourism industry. With new episodes continuing to explore Scotland’s historical significance, the series remains a valuable tool for promoting Scottish destinations to global audiences.
The long-term success of Outlander tourism is further supported by the ongoing development of Scotland’s tourism infrastructure. Key regions like the Isle of Skye, Edinburgh, and the Scottish Highlands continue to see substantial investments in tourism development, including accommodation, transportation, and visitor experiences. As more tourists visit Scotland, the importance of sustainable tourism practices will become even more critical to ensure that these areas remain pristine and accessible for generations to come.
The Future of Outlander-Inspired Tourism in Scotland
As Outlander’s legacy continues to unfold, Scotland is positioned to maintain its status as a prime destination for cultural tourism. The show has not only spurred interest in Scottish filming locations but has also inspired travelers to experience the deeper cultural, historical, and natural beauty of the country.
By continuing to leverage the power of storytelling and integrating sustainable tourism practices, Scotland can ensure that its growing popularity as a filming destination results in long-term benefits for the local economy, communities, and cultural preservation. As Outlander continues to capture the imaginations of viewers worldwide, Scotland stands ready to offer them an authentic, unforgettable experience that extends far beyond the screen.
Outlander’s Lasting Impact on Scotland’s Tourism Industry
Outlander’s influence as a cultural tourism catalyst demonstrates the impact of screen tourism on travel behavior worldwide. The show’s admiration of the Scottish landscape, history, and culture has boosted interest in Scotland, increasing visits to the country and recognizing it as a top cultural and adventure travel destination. The show continues to attract travelers to the fictional world of Claire and Jamie while also helping them appreciate the real Scotland.
