Published on
September 1, 2025
The global popularity of the TV series Outlander has significantly boosted Scotland’s tourism sector, contributing to a $65 million increase in tourism revenue. Based on Diana Gabaldon’s bestselling books, Outlander follows the story of Claire Randall, a WWII nurse transported back in time to 18th-century Scotland, where she becomes entwined in the Jacobite uprisings. The show, which stars Caitriona Balfe and Sam Heughan, has not only gained a massive international following but has also encouraged an influx of tourists eager to explore the country’s stunning landscapes, historical landmarks, and unique culture.
The Power of Filming Locations: A Magnet for Tourists
The popularity of Outlander has led to a marked increase in the number of tourists visiting Scotland, with one in five travelers citing film and television shows as their primary motivation. Outlander is frequently mentioned alongside iconic films such as Braveheart, Harry Potter, Highlander, and The Da Vinci Code as major attractions for those seeking to visit Scotland.
Scottish tourism experts highlight that the show’s influence has been nothing short of “phenomenal.” Key filming locations, such as 14th-century Doune Castle and Blackness Castle, have experienced a significant rise in visitor numbers, sometimes seeing increases as high as 300%. These castles, which played pivotal roles in the series, have drawn in tourists keen to relive the iconic scenes and explore the historical significance of these sites.
The use of Scotland’s dramatic landscapes has also contributed to the show’s appeal. The towering cliffs, misty glens, and rolling hills showcased in Outlander have brought the country’s natural beauty to the forefront, prompting fans to travel from across the globe to experience these iconic settings for themselves. Some locations, such as the Kingdom of Fife’s historic port, were even transformed into French ports in the show, further cementing their place in Outlander lore.
Expanding Interest in Scotland’s Heritage and Traditions
Beyond its picturesque locations, Outlander has spurred a renewed interest in Scotland’s rich heritage and traditions. The series has inspired many tourists to explore aspects of Scottish culture, from kilt-making to learning the Gaelic language. Fans are increasingly interested in understanding the history of the Jacobites, the bloody battles that took place on Scottish soil, and the cultural significance of the country’s clans.
This cultural revival has been particularly prominent in countries with significant Scottish ancestry, such as New Zealand, the United States, and Australia. Visitors from these nations, drawn by their familial connections to Scotland, are keen to learn more about their heritage through the lens of Outlander. The show has fostered an environment in which people are not only visiting Scotland for its famous sites but also seeking to uncover their personal connections to the country’s history.
The increased demand for heritage tourism has resulted in a rising interest in Scotland’s traditional skills and crafts, many of which are still practiced today. Events like the Highland Folk Museum’s annual Outlander Day have become popular among fans, who travel from around the world to experience 18th-century Scottish life, complete with historical reenactments and demonstrations of ancient crafts.
Restoration and Preservation: The Economic Benefits of Outlander
In addition to boosting tourism, Outlander has had a positive impact on the local economy through the restoration of historic sites. The fame garnered by filming locations has led to crowdfunding efforts for conservation projects, with Preston Mill being one notable example. Fans of the show, passionate about preserving the sites featured in the series, have contributed generously to restoration efforts, ensuring that these landmarks are protected for future generations.
As tourism continues to thrive, there have also been efforts to balance growth with responsible travel. With more visitors coming to Scotland to see filming locations, the need for proper tourism management has grown. Community leaders and tourism officials have stressed the importance of respecting the environment and maintaining the integrity of the sites. Efforts have been made to regulate visits, ensuring that both tourists and locals can continue to benefit from Outlander’s success without negatively affecting the surrounding communities.
Long-Term Effects: The Enduring Popularity of Outlander and Its Legacy
The enduring popularity of Outlander has not only transformed Scotland into a must-visit destination but has also contributed to a broader cultural phenomenon. As streaming platforms like Netflix continue to offer the show to global audiences, new generations of fans are being introduced to Scotland’s rich history and landscapes. This ongoing interest has ensured that Outlander will remain a key driver of Scottish tourism for years to come.
The Scottish government, through its tourism agency Visit Scotland, has recognized the importance of Outlander in promoting the country’s heritage. In partnership with Screen Scotland, a training program has been established to nurture new talent in the film industry, further boosting Scotland’s reputation as a hub for cinematic productions. As new productions continue to emerge, it is clear that Outlander’s legacy will be felt for years to come.
A Sustainable Path Forward
In conclusion, Outlander has played a transformative role in shaping the future of Scottish tourism. From inspiring travelers to explore iconic locations to reviving interest in traditional Scottish customs and crafts, the show has created a lasting impact on the country’s economy and culture. By embracing responsible tourism practices and investing in heritage preservation, Scotland is ensuring that its newfound popularity remains sustainable for future generations. As Outlander continues to captivate audiences worldwide, it is clear that the show has become an integral part of Scotland’s tourism identity.
