Is Scotland still getting the benefit of the ” Outlander effect “?

The “Outlander effect” refers to the phenomenon where a popular book series or television show has a significant impact on tourism to the locations where it is set. It is named after the book series “Outlander” by Diana Gabaldon, which was adapted into a successful television series. A new report by Visitscotland confirms the amazing impact Outlander has had on tourism in Scotland with many thousands of fans from America and Canada coming over here . Season 8 , the final season of Outlander, will be on our screens in early 2026 . This phenomenon also occurred back in the 90s when the Braveheart film came out .

As the owner of a private tour company with 10 years experience of Outlander tours , the answer to the question has to be a resounding yes –  Scotland is definitely still getting the benefit of the ” Outlander effect “

Outlander Blood of my Blood tours

In the case of “Outlander,” the story is set in various historical and picturesque locations in Scotland , notable Lallybroch ( real life Midhope Castle ) , Jamie Fraser’s ancestral home .  The TV series, in particular, showcased the beauty of the Scottish landscape and historical sites, and this led to a surge in tourism to Scotland, with fans of the show wanting to visit the locations featured in the series. This boost in tourism had a noticeable economic impact on the areas where the show was filmed, as it created jobs and generated revenue for local businesses. Season 8 is set to be the last season of Outlander . But does the story end there ? There are rumours of a movie to cover the story of Claire and Jamie in books 9 and 10 of Outlander . And a prequel has got a green light so production will start soon on that .

half day Outlander tours

The Outlander effect is an outstanding example of how popular culture, such as books and television, can influence travel and tourism trends by inspiring people to visit places they’ve seen or read about in their favourite stories. It demonstrates the power of storytelling and media in promoting tourism and generating interest in specific destinations.

Outlander tours

Hushpitality tours are a relatively new travel and hospitality trend that combines the ideas of “hush” (quiet, private, low-key) and “hospitality.” 

Travel trends 2026