Outlander’s Scotland Effect: How a TV Series Boosted Tourism by Millions

Caitriona Balfe, Sam Heughan, and Grant O'Rourke ride horseback through the Scottish highlands in a striking scene from Outlander. Photo by Ed Miller, Sony Pictures Television.

When Diana Gabaldon first sat down in 1988 to write what she thought would be “just a practice novel”, she had no idea her tale of time travel, love, and rebellion would become a billion-dollar global franchise. Outlander, her debut book, published in 1991, grew into a nine-book series and, in 2014, a lavish television production by Starz. The adaptation didn’t just capture hearts; it transformed the Scottish Highlands into one of the world’s hottest TV tourism destinations, drawing over 3.2 million visitors annually by 2023, according to VisitScotland.

From Book to Screen

When Sony Pictures Television and Starz greenlit Outlander in 2013, they were betting on a cross-genre gamble, a historical romance laced with science fiction, rebellion, and rich Scottish culture. Showrunner Ronald D. Moore, renowned for Battlestar Galactica, enhanced Outlander’s authenticity by filming on location throughout Scotland instead of relying on green screens. The first season's production reportedly injected £20 million into the Scottish economy.

The series premiered in August 2014, quickly breaking Starz streaming records and pulling in 5 million multi-platform viewers per episode in its debut season. By Season 6, the show had been sold to over 200 territories worldwide, with a massive fan base stretching from the U.S. to Japan. Netflix picked up earlier seasons for international audiences, boosting binge-watching and, unexpectedly, inspiring travel itineraries.

The opening scenery of the Outlander series showcases a breathtaking, lush green mountainous valley in Scotland, capturing the region's natural splendour.

The Outlander Effect on Scottish Tourism

Tourism analysts call it “The Outlander Effect” — the same phenomenon seen with Game of Thrones in Northern Ireland and The Lord of the Rings in New Zealand. VisitScotland reports a 45% surge in visits to key filming locations since 2015, with some sites experiencing triple their usual tourist numbers.

Here’s how the major locations are performing:

1. Doune Castle (Castle Leoch in the show)

   • Pre-Outlander (2013): ~38,000 annual visitors

   • Post-Outlander (2023): ~185,000 visitors — a 387% increase

   • Visitor quote: “I came here because of Outlander, but I stayed because of how real it feels to step into Jamie and Claire’s world.” – Carla, USA

2. Falkland (1940s Inverness)

   • Pre-Outlander: ~55,000 annual visitors

   • 2023: ~160,000 visitors

   • Boost to local B&B occupancy: up 62% year-round

3. Culross (Cranesmuir)

   • Pre-Outlander: ~25,000 visitors

   • 2023: ~92,000 visitors

   • Local café owner says, “We used to close for winter. Now we have Australians booking tea in January.”

4. Glen Coe

   • Featured in the opening credits

   • Visitor growth: from 420,000 to over 1 million annually

Blackness Castle (Fort William)

• Visitor numbers doubled from ~33,000 to ~68,000 annually

What Tourists Are Saying

The pilgrimage isn’t just about sightseeing — it’s about stepping inside a story. Fans arrive in tartan scarves, clutching well-worn copies of Gabaldon’s novels, and some even renew their vows at filming locations.

• “It’s not just the scenery; it’s the feeling — you hear the wind and think maybe Claire is just around the corner,” says Lorna, a visitor from New Zealand.

• A Canadian couple told BBC Scotland they spent £7,000 on a 12-day Outlander tour, calling it their “dream second honeymoon”.

• Local guides report that 80% of their summer tours now include Outlander stops as a standard feature.

The historic ruins of St Andrews Cathedral, a key filming location for Outlander, stand majestically against the scenic backdrop of Scotland’s Fife coast. Photo by Sony Pictures Television.

Outlander’s Worldwide Screen Performance

Globally, Outlander has been a commercial success:

• Seasons: 7 released, with an 8th confirmed as the final season.

• Books sold: Over 50 million copies in 38 languages.

• Streaming: Ranked among the top 10 most-streamed TV dramas on Netflix in multiple countries during off-season gaps.

• Fan Conventions: “Outlander Fan Gatherings” now draw 5,000+ attendees per event in the U.S., U.K., and Australia.

  
  

Cultural Impact Beyond Tourism

Outlander has also reignited interest in Scottish Gaelic, Jacobite history, and traditional Highland crafts. Sales of tartans, whisky tours, and heritage experiences have soared. The National Trust for Scotland attributes an £8.8 million annual boost directly to Outlander-related tourism.

Scottish Gaelic course enrolment has doubled since 2015, with several universities citing “Outlander-inspired learners” as a key factor in their language programmes. Even the Scottish government has acknowledged the show’s contribution to cultural diplomacy.

The Lasting Magic

Outlander’s magic lies in how it blends history, romance, and a sense of place so powerfully that fans are willing to cross oceans to experience it. From the cobbled streets of Falkland to the wild sweep of Glen Coe, these landscapes are no longer just backdrops — they’re living characters in a love story that spans centuries.

Claire Fraser stands atop Craigh na Dun, the ancient time-travel stones in Scotland, enveloped by the mystical aura of the rugged landscape. Photo by Ed Miller

As the final season approaches, the Highlands are bracing for one last tourist surge — a farewell wave of travellers eager to see “Jamie’s Scotland” before the credits roll for good. For many, it won’t be the end. As Diana Gabaldon herself once said, “You never really leave a story you love; it lives in you.” And in the case of Outlander, it also lives in the hills, castles, and villages of Scotland.

As Outlander proves, great stories keep us coming back for more. At FTN, we're just getting started. Expect more bold, original stories that inform, inspire, and push boundaries.