‘The Outlander effect’ on Scottish tourism highlighted by VisitScotland research


VISITSCOTLAND has released new research showing the impact of the ‘Outlander Effect’ on tourism during the pandemic.

The hit TV series, which is set to return with its sixth season on Sunday, is mostly filmed in Scotland and has been a boon to filtering tourism to the country since it first aired in 2014 – especially to American and Canadian visitors.

VisitScotland hopes interest in the past season, combined with the return of international travel, will help support the recovery of tourism in Scotland.

New figures released by the National Tourism Organization, compiled by the Moffat Center for Travel and Tourism Business Development, show that despite restrictions and temporary closures in 2020, Outlander-related attractions such as filming locations have hosted more of 1.7 million visitors.

The most popular places visited in 2020 included Beecraigs Country Park, Muirvonside Country Park, Culloden Visitor Centre, Glencoe Visitor Center and Glasgow Cathedral.

Visitor numbers to Outlander-related attractions peaked at 3.2 million in 2019, before the Covid-19 pandemic.

There has been a 64% drop in total visits to all attractions in Scotland between 2019 and 2020, as monitored by the Moffat Centre.

Outlander-related attractions fared better, dropping 45% over the same period. Last year’s attraction figures have yet to be released.

Jenni Steele, Head of Film and Creative Industries at VisitScotland, said: “Despite the devastation to the tourism industry caused by the pandemic, it is truly encouraging that fans continue to be drawn to Scotland and our many attractions. historical and cultural.

“With season six on our screens and the return of international travel itineraries, we hope it inspires UK, US and Canadian viewers to plan a trip to Outlander country.”


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