Scotland's Tourism Gets the Traitors Treatment as TV Fans Seek Out Filming Locations
Scotland's dramatic castles, mysterious landscapes and breathtaking Highland scenery are stealing the spotlight once again, thanks to the hugely popular BBC series The Celebrity Traitors.
If you've been glued to the television watching celebrities plotting, scheming and trying to work out who's telling the truth in The Celebrity Traitors, you're certainly not alone.
But while the contestants have been busy deciding who to trust, there's been another clear winner from the series – Scotland itself!
According to new research from VisitScotland, the television show's popularity is generating a significant increase in online interest in the country, with viewers eager to discover where the programme is filmed and perhaps experience a little of that Highland magic for themselves.
A Castle Fit for Traitors – and Faithfuls!
At the heart of the action is the magnificent Ardross Castle, tucked away in the Scottish Highlands.
This impressive 19th-century castle provides the wonderfully atmospheric setting for the programme, with its grand interiors, imposing architecture and surrounding countryside creating the perfect backdrop for all that suspicion and intrigue.
The latest celebrity series brought together a colourful collection of familiar faces, including Michael Sheen, Maya Jama, James Blunt and Miranda Hart, all competing to win money for charity.
Of course, the real star of the show might just be the location.
Although Ardross Castle is privately owned and isn't open for ordinary public visits, the surrounding Highland landscapes offer plenty of opportunities for travellers to experience the atmosphere that makes the programme so compelling.
Think mist-covered hills, ancient woodlands, peaceful lochs and historic buildings. It's the sort of scenery that makes you want to pack a bag, head north and explore.
Preferably without having to worry about being banished at the end of the evening!
The Traitors Is Putting Scotland on the Travel Map
It seems viewers aren't just enjoying the drama – they're also wondering where they can experience some of that spectacular scenery.
VisitScotland has revealed that UK online searches for "Where is the Traitors castle?" and "Where is The Traitors filmed?" increased by an impressive 124% during October 2026, compared with the same period in 2025.
That's quite a jump, and it demonstrates just how much influence a popular television programme can have on our travel plans.
The phenomenon even has a name: screen tourism, sometimes called set-jetting.
It's the idea that watching a film or television programme inspires us to visit the places featured on screen.
And Scotland certainly has plenty of experience in this department.
From the romantic Highland landscapes associated with Outlander to the dramatic locations featured in Harry Potter and James Bond, the country has long been a favourite with filmmakers and television producers.
VisitScotland's research suggests that one in five visitors to Scotland is influenced by film, television or literature when deciding to visit. Scotland's Tourism Gets the Traitors Treatment as TV Fans Seek Out Filming Locations
Discovering the Highlands Beyond the Castle
While you won't be able to wander through Ardross Castle looking for hidden traitors, there's no shortage of fascinating places to explore in the surrounding Highlands.
For anyone interested in history, architecture and cultural heritage, this part of Scotland is particularly rewarding.
Urquhart Castle and Loch Ness
Few Scottish locations combine history and scenery quite like Urquhart Castle. Overlooking the famous waters of Loch Ness, its ruined walls tell a story of medieval conflict, clan rivalries and centuries of Scottish history.
Culloden Battlefield
One of the most important historic locations in Scotland, Culloden was the site of the final battle of the Jacobite rising in 1746. Today, visitors can explore the battlefield and discover the stories behind this defining moment in Scottish history.
Cawdor Castle
With its historic interiors, gardens and connections to Scottish history and folklore, Cawdor Castle is an appealing stop for anyone who enjoys exploring the country's great houses and castles.
And, of course, simply travelling through the Highlands is an experience in itself. The landscape changes constantly, revealing lochs, mountains, small villages and views that seem almost designed for the camera.
From the Television Screen to a Highland Adventure
VisitScotland has been making the most of the interest generated by the programme.
Working with travel content creator Postcards by Hannah, the organisation highlighted some of the attractions and experiences available across the Highlands and Moray Speyside.
Hannah's adventure began with an overnight journey from London to Inverness aboard the Caledonian Sleeper – surely one of the more memorable ways to arrive in Scotland.
Her social media content showcasing the region generated more than 213,000 views and reached over 144,000 people.
It's a reminder that sometimes all it takes is a glimpse of somewhere beautiful to inspire our next adventure.
And arriving in the Highlands by sleeper train adds an extra touch of romance to the journey.
Scotland – The Real Star of the Show?
Jenni Steele, VisitScotland's Film and Creative Industries Manager, believes the programme is proving to be a wonderful showcase for the country.
She points to the combination of Scotland's enchanting moorlands, forests and lochs with the mystery and suspense of the television series as a particularly powerful attraction for viewers.
More importantly, that interest can encourage visitors to discover Scotland's communities, attractions and heritage long after the final episode has aired.
And that's perhaps the most interesting part of this story.
A television programme may first catch our attention, but it's the history, landscapes, people and experiences that make a destination worth visiting.
A Little Heritage Insights Inspiration
At Heritage Insights, we're always interested in the stories behind the places we visit.
And Scotland has more than its fair share of fascinating stories to tell.
From ancient castles and battlefields to historic Highland communities, scenic railways and centuries-old traditions, the country offers much more than beautiful scenery.
So, if The Celebrity Traitors has inspired you to explore Scotland, why not use it as the starting point for a wider Highland adventure?
You may not get to sit around the famous round table, but you can discover some extraordinary heritage along the way.
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