Scotland’s striking cinematic backdrops, from dramatic landscapes to historic castles are shaping the country’s recent tourism boom, according to research from a local tour specialist.
From the sweeping Highlands of Outlander to the castle intrigues of The Traitors, on-screen storytelling is inspiring travellers to follow in the footsteps of their favourite characters.
According to the study from Braw Scottish Tours, two-thirds of travellers report that films and TV shows influence their destination choices, and Scotland is emerging as a top pick for “set-jetting” enthusiasts eager to experience iconic locations firsthand, with immersive screen-inspired tours now a key driver of visitor engagement.
Among the most popular shows inspiring visitors recently are:
- Outlander: Tour operators lead fans through Doune Castle, Lallybroch, and the Highlands, recreating the show’s dramatic scenery.
- Harry Potter: From Edinburgh’s historic streets to Glenfinnan Viaduct, locations featured in the franchise attract generations of fans.
- The Traitors: Filmed in a Scottish castle, the show has sparked new interest in private castle tours and immersive experiences, and has already brought at least £22bn to the Scottish economy by itself according to a November, 2025 report.
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Travellers are able to book guided tours of famous filming locations for a deeper experience and explore lesser-known spots featured in TV and film to avoid crowds, while historical insights mix with cinematic storytelling for an immersive visit.
Screen tourism proves that the silver screen can have real-world travel impact. In Scotland, cinematic allure meets authentic adventure, offering visitors a journey as dramatic and memorable as the shows that inspired it.
Braw’s John Matuszczyk said “Scotland has long captivated visitors with its rugged landscapes and historic charm, but the rise of screen tourism is taking that appeal to a whole new level.
“From Outlander’s sweeping Highlands to the castle intrigue in reality hit The Traitors, pop culture is directly shaping the travel plans of thousands of visitors each year.
Screen tourism works because it turns fictional or televised narratives into tangible experiences. Fans want to walk the same corridors as their favourite characters, visit the exact castles, and explore streets and villages they’ve seen on-screen. This trend is particularly strong among younger travellers and international visitors, who are seeking immersive, Instagram-ready experiences rather than traditional sightseeing alone.
For tour operators and local businesses, this is an opportunity to craft itineraries that are both authentic and culturally rich. Private tours can incorporate filming locations alongside hidden gems, from small Highland villages to historic pubs, offering travellers a sense of discovery beyond what they see on TV.”
Matuszczyk added that the whole of the Scottish tourism sector is getting behind the trend: “Scotland’s tourism sector has embraced this trend strategically, offering themed trails, behind-the-scenes insights, and fan-focused experiences, all of which boost engagement and visitor satisfaction,” he said.
“Screen tourism isn’t just about taking photos but also about connecting with the story, the place, and the culture. When done thoughtfully, it creates meaningful travel experiences that last long after the credits roll.”
