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Article published 24/06/2026

Home of Outlander

Our Home of Outlander marketing push aimed at capitalising on the final season of the series is estimated to have generated £790k in hotel bookings – more than four times the cost of the actual campaign. 

We delivered the campaign, in collaboration with Sony Pictures Television, through digital televisions and website ads mixing Outlander stills, video and audio with imagery of Scotland. 

It aimed to use the growth in the screen tourism trend and the broadcast of the final season of the historical fantasy drama to encourage viewers to step beyond the screen and visit the “Home of Outlander”. 

It was rolled out in spring in the USA across New York, Boston, Chicago, and Washington. 

Using digital mapping, the campaign targeted those who were either fans of the show, investigating trips to Scotland or had searched Scotland as a potential destination in the past year. 

A homepage was created on our consumer website, which provided tailored itineraries, an audio guide, a locations map, information on Gaelic and tartan, and more.

The picturesque town of Falkland in Fife, which appeared in Season One of Outlander.

Exceeded expectations

Results of the Home of Outlander campaign exceeded expectations. 

The £160k campaign had seven million impressions and generated an estimated £790k in hotel bookings and 8.5k flight searches to Scotland. 

More than a third of bookings originated in New York, followed by Chicago and Philadelphia. 

Brand analysis of the campaign found that those exposed to the digital television ads had an increased interest in visiting an Outlander filming location or learning about the real history and culture of Scotland. 

Intent to visit Scotland also increased substantially for those aged 35 years and over. 

Next up we are rolling out a digital campaign in conjunction with Caledonian Sleeper and its Outlander-wrapped carriages. 

Outlander effect

From its launch in 2014, the Outlander television series has had a significant impact on Scottish tourism from the North American market over its eight seasons. 

Visitor attractions that double as filming locations, as well as those associated with the themes and time periods, have seen substantial increases in visitor numbers during its run.

Learn more about the Outlander effect here

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