Traitors UK: How The Traitors is driving a tourist boom in Scotland

The award-winning series, which reached its nail-biting climax on Friday night, is filmed every year in the historic Ardross Castle, a 19th-century castle around 30 miles north of Inverness.

Film and TV has long been a driver of Scottish tourism, with VisitScotland figures showing over a third of European travellers and long-haul visitors are inspired to come to Scotland having seen it on screen.

The Traitors, which has had four "civilian" seasons plus US and celebrity spin-offs, is the latest on-screen hit to inspire a global tourist frenzy - following in the footsteps of Outlander and Harry Potter.

A report published by the BBC in November last year found that since filming began in 2022, The Traitors has injected an estimated £21.8 million into Scotland’s economy.

In particular, it showed the hit show has contributed to a boom in Scotland’s "screen tourism” sector - which offers visitors a personal connection to places they’ve watched on screen.

During last October’s Celebrity Traitors, VisitScotland said search terms including "Traitors castle", "Where is the Traitors castle?" and "Where is Traitors filmed?" were up between 17 and 33 per cent on 2025's previous high, the largest levels since the peak of the second series in early 2024.

Tour operator Evan Evans reported a 405 per cent increase in search for the ‘Traitors Castle’ since the beginning of January this year, as well as a 76 per cent rise in users on its Edinburgh and Highlands tour pages.

The rail company Trainline has previously reported a 69 per cent rise in bookings to Inverness, the nearest city to Ardross, since the show first launched.

As well interest in the exact filming locations such as the castle - which is an exclusive use venue and not a visitor attraction - there has also been a surge in “Traitors-inspired” tours showcasing the rugged landscape of the Highlands.

Hospitality company Highland Coast Hotels has recently announced the launch of a four-night break inspired by the hit BBC show, allowing guests to “explore the land of The Traitors including lochs, castles and breath-taking Highland scenery”.

Other tour operators, such as the London-based Cookson Adventures, have gone further and created fully immersive Traitor’s “experiences” at Scottish locations - complete with planted actors, staged surprises and Claudia-style roundtable showdowns.

Roger Gomes, Operations Manager at Evan Evans, said: “This year’s Traitors has put Scotland firmly in the spotlight once again.

“Fans are flocking north, eager to follow in the footsteps of their favourite contestants and experience the drama for themselves.

“From wandering the halls of Ardross Castle to exploring Edinburgh and the Highlands, viewers are clearly captivated by the show - and Scotland’s breath- taking landscapes have become a star in their own right.”

Jenni Steele, VisitScotland’s Film and Creative Industries Manager, said: “From the sweeping shots of tranquil lochs, brooding landscapes and the wildlife, to Claudia’s wardrobe, the show has become synonymous with Scotland.

“The Scottishness is amplified further in the US version with host, and fellow Scot, Alan Cumming.

“We know that watching TV shows which are shot or set here can inspire visitors to travel, especially from our international markets.

“As part of our ongoing film and TV in Scotland activity, we’re capitalising on this interest to promote Scotland as a screen tourism destination.

A Highland Council spokesperson said: “Screen Highland, on behalf of The Highland Council, is delighted that The Traitors has continued to film in the Highlands.

“The production not only brings significant economic benefit to the region but also showcases our stunning scenery to a global audience, reinforcing the Highlands’ reputation as a distinctive and versatile filming location.”