What's Happening?
VisitScotland, in collaboration with Sony Pictures Television, has released a comprehensive guide titled 'Scotland: The Home of Outlander,' detailing 48 filming locations from the popular series 'Outlander.' The guide aims to encourage fans to explore
the real history and culture behind the show. Since its debut in 2014, 'Outlander' has significantly impacted Scottish tourism, with a notable increase in visitors from international markets, particularly the U.S. The guide is part of a broader campaign to celebrate the series' conclusion and promote Scotland as a tourist destination. The campaign includes a digital U.S. initiative that has already generated substantial interest in travel to Scotland.
Why It's Important?
The release of the 'Outlander' guide highlights the growing influence of screen tourism, where popular media significantly boosts local economies by attracting fans to filming locations. This phenomenon has been particularly beneficial for Scotland, as the series has drawn international attention to its landscapes and heritage. The guide and associated campaigns are expected to further enhance Scotland's tourism sector, which has already seen a substantial increase in visitor numbers and economic activity due to the 'Outlander effect.' This initiative underscores the potential of media collaborations in promoting cultural and historical tourism.
