A globally successful reality TV show centred on a Ross-shire castle is chipping millions into the Scottish economy and looks set to keep the cash tills ringing throughout the new year.
Ardross Castle.
The finale of Celebrity Traitors — filmed at Ardross Castle — attracted a peak TV audience of 12 million and is the latest part of a franchise that generated an estimated £21.8 million boost in gross value added (GVA) to Scotland’s economy since filming began in 2022.
The good news for fans of both the UK and US versions of the show, which sees faithfuls try to survive murderous traitors in their midst, is that the castle is set to be a hive of activity for much of 2026 with a new US production which will see general members of the public participate complementing the American celebrity version.
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The Traitors with Claudia Winkleman. Picture: BBC, Studio Lambert, Mark Mainz
And that’s on top of the UK versions which will also include another keenly awaited celebrity spin-off.
Star presenters Claudia Winkleman and Alan Cumming — who fronts the US version — have brought their unique styles to bear on their respective audiences to great effect, according to an economic report assessing its impact on Scotland.
Traitors US host Alan Cumming kitted out in a unique outfit designed by Black Isle designer Siobhan Mackenzie. Picture: Peacock. Styling: Sam Spector
Cumming, who has worn a head-turning creation from Black Isle-raised designer Siobhan Mackenzie on the show, is credited in the report with helping ‘sell’ the franchise to the United States audience with his “theatrical and dramatic approach against a rich backdrop of Scotland’s heritage and scenery”. It says the very significant US visitor market to Scotland is driven by “the promise of immersive, story-rich experiences like those portrayed in The Traitors.”
The Traitors franchise — including the UK, US and Celebrity editions — has generated an estimated £21.8 million boost in GVA to Scotland’s economy since filming began in 2022. The report, which includes contributions from VisitScotland and Screen Scotland, highlights the show’s role in promoting opportunities for the industry in Scotland and also highlights that for every £1 of GVA directly generated by the production, a total of £6.84 was added to the Scottish economy overall.
Producers have faced calls to employ more people from Scotland in the production, which has helped stoke global interest in the country as a visitor destination. BBC Scotland director Hayley Valentine hinted at plans to grow the number of Scottish crew working on the production and there has already been local outreach to help open the eyes of local young people to possibilities of careers in film and TV.
To date, nine series have been produced with four more in the pipeline for 2026. The production period for next year will increase to 26 weeks, thanks to the additional US version. The report says the franchise has supported 750 jobs in Scotland in total.
The report states: “As a high-profile production, the show has had a wide range of impacts, raising the profile of Scotland as a production location, boosting Scottish tourism, showcasing its dramatic landscapes and heritage to a global audience and stimulating local economies through job creation and increased demand for hospitality and production services.”
The report states: “The show has also had an impact on screen tourism. Its dramatic setting and themes of mystery and intrigue have increased interest in the Highlands from visitors from the UK and abroad, particularly the United States. Tour operator EvanEvan reported a 44 per cent rise in searches for Edinburgh-related content and a 27 per cent rise in Scotland-wide searches in the first three weeks of January 2025, following the release of series 3 of BBC The Traitors and Expedia reported a 190 per cent increase in searches for the Highlands following the release of series two.”
It states that Ardross Castle itself has seen a fourfold increase in event enquiries “and many local businesses report increased interest in their services”. The show has also sparked interest in fashion and lifestyle trends, it continues — both Winkleman and Cumming frequently favour statement outfits that have viewers scurrying for details.
The report cites data from Trainline showing a 69 per cent rise in bookings to Inverness — the nearest city to Ardross — since filming began.
Clare Piggot, film locations officer for Screen Highland, says: “It provides a guarantee for us that we’ll have one big project a year at least that they will be filming here for a good chunk of time.
“That area of the Highland wasn’t really used that often for filming and suddenly it’s become a lot more popular. It’s shown that large productions can come here and film here — it’s not impossible.”
Philippa Tougher of Arnold Clark is quoted in the report describing “huge potential for more productions like The Traitors in the Highlands: “We already support several film crews a year and with attractions like the North Coast 500, the region is ready for even more.”
Councillor John Edmondson.
Contacted for comment, Cromarty Firth ward Councillor John Edmondson, who has lived in the area for years, said he believed the show is a positive thing for the Highlands and a better relationship has been built up with the local community.
He said: “They have used local businesses and local accommodation providers. I go past the gates of the castle almost every day — it has been part of my life for years.”
A tiler to trade, he has in the past done work inside the castle and was able to admire it while watching an episode of one of the earlier series.
He said he would like to see even greater opportunities for local young people to get involved in the film and TV business.
The Celebrity Traitors will return for a second series on BBC One and iPlayer. Made by Studio Lambert Scotland and with Claudia Winkleman once again at the helm, the now iconic Ardross Castle will host a new group of star-studded schemers in 2026 as the ultimate game of trust and treachery returns.
Kalpna Patel-Knight, head of entertainment at the BBC, said Studio Lambert had done “an outstanding job as The Celebrity Traitors has well and truly captivated the nation”, adding: “With news of the positive contribution The Traitors brand has made to Scotland’s economy, there is plenty to celebrate.”
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