Outlander filming locations guide launched

VisitScotland has launched the first official guide to filming locations for the television series Outlander. The 40-page publication, titled 'Scotland: The Home of Outlander', details 48 sites across Scotland used in the fantasy drama. This initiative is part of a campaign by VisitScotland to acknowledge the show's significant influence on Scottish tourism, particularly following its conclusion.

Promoting Scotland's Heritage

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The guide, developed in association with Sony Pictures Television, includes information on filming locations from all eight seasons of the show. It also features historical timelines relevant to the series, aspects of Scottish culture such as Gaelic and tartan, and a section on Scottish food and drink. Jenni Steele, film and creative industries manager at VisitScotland, stated that the country's history, heritage, culture, and landscapes have captivated fans since the books by Diana Gabaldon first gained popularity.

The guide aims to inspire fans to visit the various regions of Scotland. A recent digital campaign in the US, costing £160,000, reportedly generated an estimated £790,000 in hotel bookings and prompted 8,500 flight searches to Scotland. VisitScotland has credited the series with making a substantial contribution to screen tourism in Scotland, which Screen Scotland reports is worth £161.4 million to the national economy.

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The 'Outlander effect' has led to significant increases in visitor numbers at several key attractions. Research from the Moffat Centre indicates a 41% rise in total visitors to all Outlander attractions between 2014 and 2025. Doune Castle, which served as the fictional Castle Leoch, has seen its visitor numbers increase by 168% since 2014. Blackness Castle, used as Fort William, experienced a 363% rise over the same period.

Newhailes House in East Lothian, which featured as Governor Tryon’s home, recorded an extraordinary 8,000% increase in visits since 2014. Chara H Gallos-Allan, director at Duncarron Medieval Village, another filming location, described being part of Outlander since its inception as a 'tremendous privilege' and expressed hope that the series inspires visitors to explore Scotland's real history and heritage.

Distribution and Future Impact

The 'Scotland: The Home of Outlander' guide will be available for download from the VisitScotland website. A limited number of print copies will be offered to travellers on the Caledonian Sleeper trains, which feature Outlander-themed train wraps. Steven Marshall, head of sales and marketing at Caledonian Sleeper, noted that the themed trains have enhanced the travel experience for guests journeying between London and Scotland.

VisitScotland believes Outlander has had a profound global impact on Scottish tourism and serves as a prime example of the power of screen tourism. The organisation aims to leverage the show's popularity to promote Scotland's heritage and grow the visitor economy.