As the new series of time-travel drama Outlander hits TV screens, national tourism body VisitScotland has published new research on the so-called “Outlander effect” during the pandemic.
The hit series, based on the books by Diana Gabaldon, is primarily filmed in Scotland and has been a boon to screen tourism in the country since its first broadcast in 2014 with visitors from the US and Canada particularly enthusiastic.
VisitScotland hopes interest in the latest season, combined with the return of international travel, will help support Scotland’s tourism recovery.
New figures published VisitScotland, compiled by the Moffat Centre for Travel and Tourism Business Development, show that despite restrictions and temporary closures during 2020, Outlander-related attractions – historic, cultural, and filming locations – saw more than 1.7 million visitors.
Visitor numbers at Outlander-related attractions peaked at 3.2 million in 2019, prior to the pandemic. There was a 64% drop in total visits to all attractions in Scotland between 2019 and 2020, as monitored by the Moffat Centre. But Outlander-related attractions fared better, falling by 45% over the same period. Attraction figures for 2021 have yet to be released.
Meanwhile, VisitScotland is sponsoring the airing of Outlander on the W Network in Canada. A short clip of its Scotland Is Calling global marketing video will be screened directly before
Outlander follows the adventures of Second World War time-travelling nurse Claire Randall and her relationship with 18th-century Highlander Jamie Fraser.
US author of the Outlander book series, Diana Gabaldon, was honoured with a special Scottish Thistle Award in 2019 from VisitScotland for International Contribution to Scottish Tourism due to the phenomenal impact of her books and subsequent TV series.
The most popular Outlander-related attractions in 2020 were: Beecraigs Country Park; Muiravonside Country Park; Culloden Visitor Centre; Glencoe Visitor Centre; and Glasgow Cathedral.
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