The ongoing popularity of the TV series Outlander has sustained a significant positive impact on Scottish tourism, often called the "Outlander Effect." As of 2025, an estimated 30% of international visitors to Scotland cite the show as an inspiration for their trip, with many drawn to historic and cultural sites featured in the series. Popular destinations such as Doune Castle (Castle Leoch), Midhope Castle (Lallybroch), Culloden Battlefield, and the Calanais Stones have seen visitor numbers increase dramatically some by over 200% compared to earlier years.
Despite pandemic-related declines in tourism, Outlander-related attractions fared better than average, showing resilience with relatively smaller drops in visitor numbers and aiding Scotland’s tourism recovery as international travel resumes. The show’s filming locations across Scotland have attracted a global fanbase, especially from the US and Canada, sustaining economic benefits for local businesses ranging from cafes to accommodation providers.
The effect is described as a "double-edged sword," bringing both economic gains and challenges, such as managing increased foot traffic and preservation concerns at historic sites. Nonetheless, the Outlander series continues to be a powerful driver for "set-jetting" tourism in Scotland, contributing millions of pounds annually and positioning the country as a premier cultural and cinematic destination.
This ongoing phenomenon reflects how a successful TV series can shape travel patterns, enhance local economies, and promote cultural heritage on an international scale.