The Traitors is driving a massive tourist boom in Scotland, contributing an estimated £21.8 million to the Scottish economy since its launch in 2022. The “Traitors Effect” has revitalized interest in the Scottish Highlands, particularly around Ross-shire and Inverness, as millions of viewers flock to the region to experience the dramatic landscapes featured in the show. This phenomenon, known as “set-jetting,” has seen visitors seeking out the iconic Ardross Castle, the steam trains of the Strathspey Railway, and the atmospheric lochs used for the show’s intense missions, supporting over 750 jobs and transforming the region into a year-round destination for thriller-seeking travelers.
The global obsession with The Traitors—the psychological reality competition that pits “Faithfuls” against “Traitors” in a game of deception—has spilled over from our screens into the real world. While the drama unfolds within the candlelit walls of a castle, the real winner is the Scottish tourism industry.
This deep-dive guide explores every facet of this tourism explosion, from the economic data and the “set-jetting” trend to a practical travel guide for fans who want to immerse themselves in the treacherous beauty of the Highlands.
The Castle Catalyst: Ardross Castle
The beating heart of the Traitors phenomenon is the imposing 19th-century Scots Baronial fortress that serves as the show’s headquarters: Ardross Castle.
The Fortress of Secrets
Located just north of Alness in Ross-shire, Ardross Castle was originally built in the late 1700s as a hunting lodge for the Duke of Sutherland but was remodeled in the 19th century into the grand structure viewers recognize today. Its turrets, expansive manicured gardens, and moody stone façade provide the perfect Gothic backdrop for the show’s “murder mystery” aesthetic.
While the show frames the castle as a remote, isolated fortress, it sits within a 100-acre estate on the banks of the River Alness. The castle’s interiors—the round table room, the billiards room, and the breakfast room—have become iconic characters in their own right.
The Access Dilemma: Can You Visit?
A major driver of “Traitors tourism” is the desire to step inside the castle. However, this has led to a unique challenge. Ardross Castle is a private estate and wedding venue, not a public visitor attraction.
- No Daily Tours: Unlike Edinburgh Castle or Eilean Donan, you cannot simply buy a ticket and walk in. The castle gates are closed to the general public.
- Exclusive Hire: The only way to legally enter the castle is to book it for a private event, such as a corporate retreat or a wedding. This exclusivity has only heightened its mystique.
- The “Drive-By” Trend: Unable to enter, thousands of fans now include a drive past the estate gates on their Highland road trips, stopping for selfies at the entrance signage. This surge in footfall has boosted local businesses in the nearby town of Alness, as disappointed fans look for alternative ways to spend their money nearby.
The “Castle Halo” Effect
Because Ardross Castle is inaccessible to the average tourist, the economic benefit has “spilled over” to accessible castles in the region.
- Dunrobin Castle: Located further north, this French-château-style castle has seen increased interest from visitors looking for a similar aesthetic.
- Eilean Donan Castle: The most photographed castle in Scotland has reported visitors citing The Traitors as a reason for their renewed interest in Highland fortifications.
The Economic Impact: A £21.8 Million Bonanza
The BBC and independent economic impact reports released in late 2025 confirmed the staggering scale of the show’s contribution to Scotland.
The Numbers That Matter
- £21.8 Million GVA: The franchise (including the UK, US, and Celebrity versions) has generated nearly £22 million in Gross Value Added (GVA) for the Scottish economy.
- 750+ Jobs: The production directly supports hundreds of jobs, from local crew and catering to security and logistics.
- The Multiplier Effect: For every £1 of GVA directly generated by the production, an estimated £6.84 is injected into the wider Scottish economy. This “multiplier” comes from cast and crew spending on hotels, food, transport, and leisure during the months of filming.
Transforming the Shoulder Season
One of the most critical impacts of The Traitors is when it brings money into the Highlands.
- Filming Schedule: Filming often takes place in spring or late autumn to capture the moody, misty weather that defines the show’s aesthetic.
- Filling the Gap: This provides a lifeline to hotels and businesses in the “shoulder season” (May/October), filling rooms that might otherwise sit empty outside the peak summer months.
The Inverness Hub
Inverness, the capital of the Highlands, serves as the logistical base for the production.
- Hotel Occupancy: During filming blocks, premium hotels in Inverness often reach 100% occupancy, housing production staff and international contestants for the US version.
- Restaurant Revenue: The influx of media professionals has led to a noticeable uptick in weekday dining revenue in the city center.
Beyond the Castle: The “Set-Jetting” Itinerary
Since fans cannot enter Ardross Castle, the tourism boom has been driven by visitors recreating the show’s “missions”—the outdoor challenges where contestants earn money for the prize pot.
1. The Jacobite Steam Train Alternative
Every season begins with the contestants arriving by steam train. While the show has used various routes (including the Strathspey Railway), the imagery has reignited interest in Scottish steam travel.
- The Experience: Fans are booking the Strathspey Steam Railway from Aviemore to Broomhill (often used as the “station” in the show) to replicate the arrival experience.
- The Harry Potter Crossover: The nearby Jacobite Steam Train (Fort William to Mallaig) has also seen a crossover boost, as tourists combine their love for Harry Potter and The Traitors into one rail journey.
2. Loch Glass: The “Pink House” and The Coffins
One of the most visually striking locations used for water-based missions is Loch Glass.
- The Pink House: The hauntingly beautiful, abandoned pink house (Culzie Lodge) that sits on the edge of the loch has become a viral sensation on TikTok and Instagram.
- Visitor Surge: Hikers are trekking to the loch (which is publicly accessible under Scotland’s Right to Roam laws) to photograph the eerie building seen in the background of the paddling missions.
3. The Forests of Fear
The dense woodlands where contestants run around searching for shields or gold are largely located on the Ardross estate or nearby forestry commission land.
- Forestry and Land Scotland: Has reported an increase in walkers in Ross-shire woodlands, with visitors looking for the atmospheric, mossy pine forests depicted in the show.
4. VisitInvernessLochNess
The local tourism board, VisitInvernessLochNess, has actively capitalized on the show, using the “mystery” theme to market the wider region. They highlight that while you can’t stay at Ardross, you can experience the same dramatic scenery at Loch Ness, Glen Affric, and the Cairngorms.
Practical Information and Planning
For the traveler inspired by The Traitors, here is the ultimate guide to planning a trip to the “Murder Mystery Capital of the UK.”
Getting There
- By Air: Fly into Inverness Airport (INV). It is the closest international hub, just 40 minutes south of Ardross. Flights arrive daily from London, Amsterdam, and Manchester.
- By Train: Take the train to Alness (the closest station to the castle) or Inverness. The Caledonian Sleeper from London to Inverness is a popular “slow travel” option that fits the show’s atmospheric vibe.
- By Car: Driving the A9 north from Edinburgh to Inverness is the main route. From Inverness, take the A9 north towards Alness (approx. 30 mins).
Where to Stay (Since You Can’t Stay at the Castle)
Do not be fooled by search results listing hotels in “Ardrossan” (which is miles away near Glasgow) or “Leven” (Fife). You need to stay in Ross-shire or Inverness.
- Luxury: Links House at Royal Dornoch or The Ness Walk Hotel in Inverness offer the 5-star “Traitors” lifestyle.
- Castle Alternatives: To get the castle experience, book a stay at Mansfield Castle Hotel in Tain or Kincraig Castle Hotel near Invergordon. Both are short drives from Ardross and offer similar Scots Baronial architecture.
- Budget: Premier Inn and Travelodge in Inverness provide reliable bases for exploring the region.
Best Time to Visit
- For the “Vibe”: Visit in October or November. The days are shorter, the mist hangs low over the lochs, and the autumn colors turn the Highlands into the gold-and-brown palette seen on TV.
- For the Weather: Visit in May or June. You get long daylight hours (up to 18 hours), allowing you to see more filming locations in a single day.
What to Expect
- Prices: The Highlands can be expensive. Hotel rooms in Inverness average £150-£250 per night in summer.
- Weather: Expect four seasons in one day. Pack waterproof cloaks (Traitors style) and sturdy hiking boots.
- Driving: Many roads near the filming locations are single-track. Be prepared to use passing places and drive with caution.
The Future: Celebrity Traitors and US Expansion
As of 2026, the boom shows no sign of slowing down.
- Celebrity Traitors: The UK celebrity version (filmed in 2025/26) has brought a new demographic of fans—those following specific celebrities—to the region.
- The US Market: The success of the US version (hosted by Alan Cumming) has opened the Scottish Highlands to a massive American audience. North American tourists, already prone to “heritage travel” in Scotland, now list Ardross Castle alongside St Andrews and Skye as “must-see” landmarks.
- Theme Tourism: Local tour operators are beginning to curate “Mystery in the Highlands” packages, which include murder mystery dinners, steam train rides, and guided hikes to filming lookouts.
Frequently Asked Questions
1. Can I visit Ardross Castle? No, Ardross Castle is a private estate and wedding venue. It is not open to the public for tours or day visits. You can only enter if you are attending a private event or have hired the venue exclusively.
2. Where is The Traitors filmed? The show is filmed at Ardross Castle, located near the town of Alness in the Scottish Highlands (Ross-shire), approximately 30 miles north of Inverness.
3. Can I stay at the castle from The Traitors? You cannot book a room at Ardross Castle like a hotel. It is available for exclusive hire only. For a similar experience, you can stay at nearby castle hotels like Kincraig Castle or Mansfield Castle.
4. Is the steam train in The Traitors real? Yes. The production has used the Strathspey Steam Railway (Aviemore) and other heritage lines. You can book tickets on these trains to experience the vintage journey through the Highlands.
5. Which lake is used for the missions in The Traitors? Many of the water-based missions (such as the canoe and coffin challenges) are filmed at Loch Glass, which is located near the castle. It is known for the abandoned pink house on its banks.
6. How much money has The Traitors brought to Scotland? According to a BBC report from late 2025, the franchise has contributed an estimated £21.8 million to the Scottish economy.
7. Can I walk around the grounds of Ardross Castle? No, the grounds are private. However, there are public roads nearby that offer views of the castle turrets, and the surrounding area (Loch Glass) has public access rights for walkers.
8. What is the nearest airport to The Traitors castle? Inverness Airport (INV) is the closest airport, located about 40 minutes by car from the castle.
9. Why do they wear cloaks in The Traitors? While partly for dramatic effect, the cloaks are practical for the Scottish weather! The show is often filmed in shoulder seasons when it can be cold, wet, and windy.
10. Is The Traitors US filmed in the same castle? Yes, both the UK and US versions (and others) are filmed at Ardross Castle, often back-to-back to maximize the use of the set and crew.
11. Are there Traitors themed tours? While there are no official tours sanctioned by the show, local tour operators in Inverness offer “Highland Mystery” or “TV & Film” tours that include stops at public locations near the castle and other filming spots like the steam railway.
12. Is the “Pink House” on the lake accessible? The Pink House (Culzie Lodge) at Loch Glass is abandoned. You can hike to see it from the outside, but entering the structure is dangerous and not advised. The hike to the loch is a popular activity for fans.
