Quick summary: Domestic interest in Scottish holidays has reached 216,000 monthly searches alongside a 214% surge in staycation queries, driven by the global popularity of television shows filmed in the dramatic Highlands. This tourism boom has seen international inquiries skyrocket by over 1,300% as travellers look to explore historic castles and landscapes rather than venturing on traditional holidays abroad. These findings demonstrate that media driven domestic tourism can significantly boost local economies and enhance individual well being, offering a sustainable alternative to international travel that supports public policy initiatives for regional development.
UK Google searches for Scotland holidays have reached 216,000 in the last 30 days, with searches for “UK staycation” rising by 214% in the same period, according to data from Parkdean Resorts. A further 62,000 searches were recorded for “holiday in Scotland.”
With many Britons reconsidering travel abroad this summer amid various uncertainties, Scotland is emerging as a leading staycation destination, boosted by the popularity of television shows featuring its dramatic landscapes.
A spokesperson for Parkdean Resorts said: “Scotland is continuing to grow in popularity as a holiday destination, with more Brits either discovering it for the first time or returning to experience everything it has to offer. We’re also seeing TV shows like The Traitors inspiring travel choices, with viewers eager to experience the dramatic scenery and atmosphere for themselves.
“Whether people are looking for an active outdoor escape, with access to incredible hikes and walking trails, or a cultural break rich in history and heritage, Scotland offers something for every type of traveller, all set against some of the UK’s most spectacular scenery. For travellers looking to feel a world away without leaving the UK, the Scottish Highlands offer breathtaking landscapes often compared to destinations such as Norway and Canada.”
The trend has coincided with the announcement and filming of Celebrity Traitors series 2, with 21 new celebrities recently arriving in Inverness to venture into the Scottish Highlands for the highly anticipated second series. Google searches for “where is the Traitors castle” have increased by 130% in the last month alone. US interest has also surged, with American searches for the same term up 1,328% over the past year, highlighting the Highlands as a destination for transatlantic visitors.
Castles to visit in Scotland
For those inspired to explore the region, several castles are worth adding to the itinerary
Ardross Castle, Ross and Cromarty, Highlands
The filming location for The Traitors, Ardross Castle was built in the 19th century as a grand private residence and sporting estate. Designed in the Baronial style, its turrets give it the dramatic, fairytale appearance seen on the show. The castle is available to book for corporate events and weddings rather than regular public visits.
Urquhart Castle, Loch Ness, Highlands
Located southwest of Inverness, Urquhart Castle has over a thousand years of history, including being contested between the Scots and English during the Wars of Independence. It is a popular tourist spot, with sweeping views over Loch Ness for those hoping to spot the legendary monster.
Dunrobin Castle, Sutherland, Highlands
North of Inverness, Dunrobin Castle is often likened to a French chateau. With nearly 200 rooms and origins dating to the early 1300s, it is one of Britain’s longest continuously inhabited residences. Visitors can explore a museum, gardens, and a twice-daily falconry display, all overlooking the Moray Firth.
Brodie Castle, Moray, Highlands
Dating to the 16th century and home to Clan Brodie for over 400 years, Brodie Castle features impressive architecture, art, and grand furniture. The surrounding grounds include an adventure playground, a nature trail, and gardens particularly known for a spectacular display of daffodils in spring.
Cawdor Castle, Nairnshire, Highlands
Built in the 14th century east of Inverness as the home of the Thanes of Cawdor, this castle is famously referenced in Shakespeare’s Macbeth. It is open to the public for most of the year and the estate includes a 9-hole golf course.
Parkdean Resorts operates 3 holiday parks well positioned for exploring the Scottish Highlands. These include the woodland setting of Tummel Valley, a coastal option at Nairn Lochloy, and Grannie’s Heilan’ Hame, which is a 40-minute drive from Ardross Castle.