Visit Scotland | Alba

Looking for advice and support to start, improve, grow, or promote your business? View our Business Support Hub.

Go to our Business Support Hub
Article published 29/07/2026

Storytelling through film and TV has the power to transform Scotland from somewhere viewers simply see into a place they feel connected to and want to experience for themselves.

Whether it's classics such as Braveheart and Harry Potter, or more recent productions like Department Q, Frankenstein and The Traitors, Scotland continues to inspire visitors from around the world.

We spoke to our Film & Creative Industries Manager, Jenni Steele, about the impact of screen tourism on Scotland's visitor economy, launch of Scotland: The Home of Outlander locations guide, and the exciting productions in the pipeline in 2026/27.

Jenni Steele

Jenni Steele, Film & Creative Industries Manager

Scotland's visitor economy

The creative industries are a key driver of Scotland's visitor economy.

Screen tourism not only supports our sustainable tourism aims to spread visitors across regions, supporting communities and businesses throughout the year, the latest research shows it brought in £161.4 million to the economy.

According to Scotland Visitor Survey, one in five visitors said that film, TV, or literature was a source of inspiration, when deciding on Scotland. And as Scotland continues to attract major productions, the partnership between the screen sector and tourism remains an increasingly important opportunity for long-term growth.

Read our insights on film, TV, and literature tourism in Scotland

"Scotland's creative industries are a powerful driver of economic growth and our visitor economy, supporting thousands of jobs and contributing billions of pounds to the Scottish economy each year. Supporting the sector is key to investing in both Scotland's creative reputation and the long-term success of our tourism industry."

The Outlander effect

No discussion of Scotland's screen tourism success would be complete without recognising the extraordinary impact of Outlander. Since first airing in 2014, the series has introduced millions of viewers around the world to Scotland's landscapes, history and heritage. Recently the series reached its conclusion with its eighth and final season.  

We’ve been working with Sony Pictures Television to produce Scotland: The Home of Outlander, the first official guide to feature filming locations from all eight seasons of the global hit TV series.  

The 40-page publication showcases 48 Scottish locations featured throughout the series and has been created to mark the conclusion of Outlander while celebrating Scotland's role as the home of the production.  

Download 'The Home of Outlander' Guide

Outlander Guide

Jenni Steele at the launch of the Outlander locations guide with members of the Clanranald Trust. Credit Colin Hattersley

"The finale of Outlander marks the end of an era for one of Scotland’s most internationally influential screen productions. Its legacy, however, continues to shape Scotland’s tourism industry, driving sustained global interest and delivering long-term benefits for businesses."

"By publishing our new Outlander guide, we’re strategically capitalising on the “Outlander effect” converting global viewers into high-spending visitors and distributing economic benefits across the country."

What’s new and upcoming?

Scotland’s growing pipeline of screen productions is already helping shape the next generation of film-inspired visitors. Here’s an update on the latest projects we’re looking forward to in the coming months. 

Department Q is the Netflix adaptation of the bestselling novels by Danish author Jussi Adler-Olsen, set in Edinburgh. It was quickly renewed after the first season spent six weeks in Netflix's Global Top 10 and became one of the platform's most successful UK drama launches of the year. 

The remake of the 1980s cult classic Highlander, starring Henry Cavill and Russell Crowe, is also currently filming in Scottish locations including Glencoe, Stirling and the Isle of Skye, set to be released in 2027. 

The latest series of the hit BBC detective drama Shetland began filming in April 2026 in Greenock and across the Shetland Islands, while the BBC has also announced Sutherland, an original new sci-fi thriller set in Scotland and space, which is due to film in Scotland later this year. 

And, recently released Christopher Nolan’s The Odyssey filmed on the Banffshire and Moray coast. Nolan spent weeks capturing key scenes with a large cast and crew creating temporary sets around the Moray Firth, with nearby Buckie Harbour, Portsoy, Cullen, Sunnyside Beach, and Burghead also used for sequences. 

View across Cullen Bay

View across Cullen Bay, filming location for The Odyssey. Credit: North East 250 / Damian Shields

"There are so many great opportunities to showcase Scotland in the pipeline. And it's incredibly encouraging to see productions filming in lesser-known parts of the country. This allows us to guide visitors toward these destinations, driving regional economic spread and promoting sustainable tourism at times when traditional hotspots become busy.

The future is bright, with immense opportunities ahead for Scotland’s tourism industry to capitalise on. And while Outlander has ended, we still have season two of prequel series, Outlander: Blood of My Blood to look forward to!"

Other things you might like

Our key focus areas

Our strategic priorities allow us to focus on reaching the right audiences, providing the right business support, and prioritising growth markets.