The US cable network Starz and Sony Pictures Television first announced plans to adapt Diana Gabaldon’s Outlander series for television in 2013. The historical romance features Caitríona Balfe as time-travelling nurse Claire Randall and Sam Heughan as Jacobite Jamie Fraser.
Before the show’s premiere, Visit Scotland began collaborating with Sony on the “Outlander effect,” a term coined to describe the impact of the series on tourism. According to film and creative industries manager Jenni Steele, the show’s blend of romance, battles, culture, Gaelic music, food, and history makes it an attractive destination for tourists.
The first season wasn’t seen in the UK until 2015, but fans from abroad had already begun visiting Scotland to explore locations featured in the show. The series has spawned numerous fan groups, each aligned with books, shows, or characters.
While international visitors are drawn to Scotland’s culture and history, local communities are also benefiting from the Outlander effect. A group in Badenoch, led by Elizabeth Thomson, Sheila MacKay, and Maureen Caddon, is promoting traditional Scottish crafts like waulking, which they showcased on the show.
The Outlander series has inspired a new generation to learn about Scotland’s heritage. The group has gathered over 100 songs for their performances, which often leave onlookers emotional. The success of the “Outlander effect” has doubled or trebled location visits in some areas.
A prequel to the books, Blood of My Blood, has been released in the US and will soon follow in the UK. This new chapter is expected to boost location visits even further, as filming often doubles the economy and helps promote Scotland’s culture.
Source: https://www.bbc.com/news/articles/cm2v6ej0qqyo