VisitScotland, in partnership with Sony Pictures Television, has released a comprehensive guide to the Scottish filming locations used in the hit series Outlander. Titled “Scotland: The Home of Outlander,” the 40-page publication covers all eight seasons of the show, which concluded in May, and is designed to channel the series' global fanbase into Scotland's visitor economy.
The guide details 48 locations, from the dramatic Highlands to historic castles and stately homes. It also includes features on Gaelic culture, tartan, and Scottish history, alongside contributions from Claire Mackay, the herbal consultant who worked on the series. The guide is available as a free download on VisitScotland's website, with limited printed copies distributed to passengers on the Outlander-themed Caledonian Sleeper trains.
Screen tourism's measurable impact
Since Outlander first aired in 2014, its influence on Scottish tourism has been substantial. VisitScotland reports a 41% increase in visitor numbers to attractions associated with the show. Doune Castle, Blackness Castle, and Newhailes House have all seen significant growth, with Newhailes experiencing an extraordinary 8,000% surge in visitors. The series has contributed an estimated £161.4 million to Scotland's economy through screen tourism, underscoring the commercial value of film-induced travel.
Jenni Steele, Film and Creative Industries Manager at VisitScotland, highlighted the show's role in promoting Scotland globally. “Outlander has had an extraordinary impact on Scottish tourism on the global stage,” she said. “This guide is designed to inspire fans to explore the rich history and heritage that the series showcases, further boosting our visitor economy.”
The launch comes as Scotland prepares for the 2026 Commonwealth Games in Glasgow, with the national tourism body already investing in accessibility training for hotels to ensure the destination is welcoming to all visitors. The Outlander guide is expected to complement these efforts by attracting a dedicated niche of international travellers.
For travel professionals, the guide offers a ready-made itinerary for clients seeking immersive experiences tied to the show. Tour operators and agents can leverage the detailed location list to craft bespoke packages, while hoteliers and local businesses in the featured regions stand to benefit from increased footfall. The success of Outlander mirrors broader trends in screen tourism, where destinations increasingly capitalise on their appearances in popular media.
VisitScotland's collaboration with Sony Pictures Television also signals a growing alignment between the entertainment and travel industries. Similar initiatives, such as the recent relaunch of Sonder.com as a curated accommodation guide, highlight how digital platforms are reshaping how travellers discover and book experiences.
The guide's release is timely, as the conclusion of the series has sparked renewed interest in its filming locations. By providing a structured, authoritative resource, VisitScotland aims to convert that interest into tangible economic benefits across Scotland's regions, from the Borders to the Highlands.
With the global travel industry increasingly focused on authentic, experience-driven trips, the Outlander guide represents a model for how destinations can leverage pop culture to drive sustainable tourism growth.
