VISITSCOTLAND has published new research showing the impact of the “Outlander effect” on tourism during the pandemic.
The hit TV series, which is set to make a return with its sixth season on Sunday, is primarily filmed in Scotland and has been a boon to screen tourism in the country since its first broadcast in 2014 – particularly from US and Canadian visitors.
VisitScotland is hoping interest in the latest season, combined with the return of international travel, will help support Scotland’s tourism recovery.
New figures published by the national tourism organisation, compiled by the Moffat Centre for Travel and Tourism Business Development, show that despite restrictions and temporary closures during 2020, Outlander-related attractions such as filming locations saw more than 1.7 million visitors.
The most popular locations visited in 2020 included Beecraigs Country Park, Muiravonside Country Park, Culloden Visitor Centre, Glencoe Visitor Centre, and Glasgow Cathedral.
Visitor numbers at Outlander-related attractions peaked at 3.2m in 2019, prior to the Covid-19 pandemic.
There was 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, falling by 45% over the same period. Attraction figures for last year have yet to be released.
Jenni Steele, film and creative industries manager at VisitScotland, said: “Despite the devastation to the tourism industry caused by the pandemic, it’s been really encouraging that fans have continued to be drawn to Scotland and our many historic and cultural attractions.
“With season six on our screens and international travel routes returning, we hope this inspires UK, US and Canadian viewers to plan a trip to the home of Outlander.”
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