Overview
- VisitScotland and Sony Pictures Television released 'Scotland: The Home of Outlander', a 40-page booklet that lists 48 Scottish filming locations and is available to download with a limited printed run for Caledonian Sleeper passengers.
- The guide is the centrepiece of a campaign that also included a spring US digital push and branded Caledonian Sleeper carriages designed to convert fan interest into trips to Scotland.
- VisitScotland cited campaign figures showing the digital effort cost £160,000 and generated an estimated £790,000 in hotel bookings and about 8,500 flight searches.
- Research from the Moffat Centre, highlighted in the campaign, shows visits to Outlander-related attractions rose 41% between 2014 and 2025 with some sites seeing very large jumps such as Doune Castle (+168%), Blackness Castle (+363%) and Newhailes House (+8,000%).
- The guide mixes filming images with cultural material — a timeline, features on Gaelic, tartan and clans and a food and drink piece by Claire Mackay — to encourage visitors to explore both on-screen locations and Scotland’s real heritage as the original series has concluded and related productions continue.