The gripping plots and dramatic betrayals of the hit reality show The Traitors are not just captivating global audiences—they are also driving a significant and sustained boom in winter tourism for Scotland. New data reveals that the show's popularity is helping to attract visitors during the colder months, with winter trips now growing at a faster rate than summer holidays.
Castles and Deception Drive Visitor Numbers
According to figures from VisitScotland, winter visits to Scotland have increased every year since 2019. In the final quarter of 2024 alone, 1.1 million people visited, spending £800 million. A remarkable 80% of these tourists visited historic castles and fortifications, drawn by the country's rich heritage and its starring role on screen.
The primary filming location for both the UK and US versions of The Traitors is the 19th-century Ardross Castle in Ross-shire, near Inverness. Although the castle itself is not open to the public, fans are flocking to the surrounding Highlands area. They visit nearby scenic spots like Loch Glass and the iconic Pink House to capture the atmosphere of the show.
Jill Walker, VisitScotland’s Director of Marketing, stated: ‘Our history, heritage and culture are among the main reasons people choose Scotland and wintertime opens up an abundance of unique experiences. Edinburgh’s Hogmanay and the US version of The Traitors have captured the imagination of our North American audiences during the winter months, and both are spectacular showcases of our castles.’
A Multi-Million Pound Economic Betrayal
The financial impact of the show is substantial. Between 2022 and 2025, The Traitors alone has injected £21.8 million into Scotland’s economy. The surge is clear when comparing visitor numbers: Scotland welcomed 1,093,000 tourists in the winter of 2019, a figure that jumped to 1,450,000 in the winter of 2024.
The show's influence extends beyond location visits. The wardrobe of UK host Claudia Winkleman has become a style sensation, boosting the profile and sales of Scottish clothing brands like Johnstons of Elgin and Brora. Her tweed capes, fingerless gloves, and knitwear have become almost as iconic as the game itself. Her stylist, Sinead McKeefry, revealed that the presenter's outfit demands have tripled since the first series, now requiring 36 meticulously prepared looks per season.
The Wider Screen Tourism Phenomenon
The Traitors is part of a broader trend known as screen tourism, where film and television locations become major travel destinations. Scotland's landscape has been subtly marketed through other major productions like Outlander, James Bond films, Harry Potter, and The Da Vinci Code.
A VisitScotland study dubbed ‘The Outlander Effect’ found that 78% of tourists visited a castle or fort while holidaying in Scotland, with many citing the historical fantasy series as their primary reason for travelling. This allure has also attracted A-list celebrities including Harrison Ford, Margot Robbie, and Liv Tyler to holiday in Scotland.
The nation continues to be a favoured backdrop for festive films, such as The Scottish Christmas Secret filmed in Aberfeldy, Perthshire, further cementing its reputation as a year-round destination for drama and beauty, both on and off the screen.
