The BBC reality television phenomenon The Traitors has generated an estimated £21.8 million in Gross Value Added to Scotland’s economy since filming commenced at Ardross Castle in 2022, according to a new economic impact report released by the broadcaster.
The report, produced in collaboration with VisitScotland and Screen Scotland, underscores the substantial economic ripple effects of the hit series, which includes the original UK version, a US spinoff, and The Celebrity Traitors. The franchise has supported more than 750 jobs across Scotland, though actual employment figures are likely higher due to the seasonal nature of production.
The economic analysis reveals an impressive multiplier effect, with every £1 of Gross Value Added directly generated by the production translating into £6.84 added to Scotland’s wider economy. Similarly, for every production job created, approximately 14.8 additional jobs emerged across other industries throughout Scotland.
Gross Value Added is a standard economic metric that measures the monetary contribution of goods and services to an economy, excluding the cost of inputs and intermediate consumption directly attributable to production.
Hayley Valentine, Director of BBC Scotland, emphasised the franchise’s broader economic significance.
“It is fantastic that this major TV event is filmed in Scotland, and that alongside the BBC’s series, the US version is also made in our nation,” she stated. “The Traitors is – as this report highlights – making a substantial contribution to that economic story, especially in the Highlands, and one which should be welcomed.”
The announcement coincides with confirmation that The Celebrity Traitors will return for a second series in 2026, following extraordinary ratings success. The debut episode became the most-watched single television episode of 2025 in the UK, attracting 14.8 million viewers over 28 days. The series finale broke overnight viewing records with an average of 11.1 million viewers and a peak of 12 million – the largest overnight audience since the BBC’s Gavin & Stacey Christmas special in December 2024.
The show’s finale also achieved an 81% overnight share, the highest since the Euro 2024 football tournament, and recorded 1.9 million live requests on BBC iPlayer, establishing a new record for entertainment programming on the platform.
Scottish Highlands Location Central to Production
The Traitors is filmed at Ardross Castle, a 19th-century Scottish Baronial-style estate located approximately 30 miles north of Inverness near the town of Alness. Set within 100 acres of parkland along the River Alness, the castle provides the atmospheric backdrop for the psychological reality competition hosted by Claudia Winkleman.
Screen Tourism Bolsters Regional Economy
Beyond direct production expenditure, the report highlighted The Traitors’ role in promoting screen tourism across Scotland. Independent research commissioned by Screen Scotland in 2023 found that the overall Gross Value Added impact of Scotland’s screen sector increased by 15% from £627 million in 2021 to £718 million in 2023.
Screen tourism – where visitors travel to locations featured in films and television programmes – has emerged as a significant economic driver for Scotland. According to Screen Scotland data, screen tourism expenditure resulted in £89.4 million in direct GVA to the Scottish economy in recent years.
Vicki Miller, Chief Executive of VisitScotland, noted that high-profile productions have profound long-term effects on viewers’ travel decisions, particularly with international markets. “Braveheart, Shetland, and, of course, Outlander, are just some of the films and TV series that have resulted in visitors flocking to Scotland to discover the real stories, history, and landscapes behind the on-screen appearances,” she stated.
