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Visitor numbers to Scotland’s heritage and culture attractions - from castles to art galleries, museums and cathedrals - have risen, with properties linked to film and television locations adding an extra pull for tourists.
More than 49.7 million people visited an attraction last year - up 3.9 per cent on 2023 , according to data from the Moffat Centre at Glasgow Caledonian University and the Association of Scottish Visitor Attractions (ASVA).
Sites linked to film and television shows had extra appeal, with Culloden Battlefield - a key component of the Outlander storyline - enjoying the largest rise in visitors with a 42.8 per cent increase in numbers at the site.
St Giles’ Cathedral also had a good year. The building appeared in Avengers: Infinity War, Frankenstein and Fast & Furious 9 and celebrated its 900th anniversary in 2024, when it also experienced an 18.3 per cent rise in visitors.
Edinburgh Castle, which appears as a backdrop in Netflix’s version of One Day, remained in the top spot as Scotland’s most popular paid-for attraction, with visitor numbers rising 4 per cent to 1,981,152 in 2024. The castle is due for a significant investment by Historic Environment Scotland as it seizes upon its popularity.
The Burrell Collection, last year named as the Best Building in Scotland by the Royal Incorporation of Architects in Scotland after a £62m revamp, enjoyed a 11.6 per cent rise in visitors at the free attraction. Numbers were up at Newhailes House near Musselburgh by 9.1 per cent.
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Chris Greenwood, senior research fellow at the Moffat Centre for Travel and Tourism at Glasgow Caledonian University, said: “Heritage and culture are a major attraction among our international visitors with castles, heritage centres and historic sites all performing well.
“Many of Scotland’s heritage sites are used as filming locations, which encourages visitors to undertake ‘set-jetting’ trips to experience their favourite film and television productions, such as Outlander.
“Growth in free attractions demonstrates the ongoing cost-consciousness among domestic visitors. Domestic audiences have been increasingly looking for free attractions and activities, shorter lengths of breaks and things closer to home.”
The National Museum of Scotland remained the number one free attraction with numbers increasing 5.9 per cent to 2,314,974. The National Galleries of Scotland in Edinburgh, which is also free to enter, recorded an 8.9 per cent increase in visitors to 1,999,196.
Michael Golding, chief executive of the ASVA, said: “The success of Scottish attractions is underpinned by a resolute commitment to providing high-quality experiences that captivate and inspire visitors. The continued rise in visitor numbers, particularly at heritage sites and filming locations, highlights the power of authentic and immersive storytelling in attracting visitors.”
The overall number of visitors to paid-for attractions increased 2.4 per cent to 17,849,139. There were 31,859,344 visits to free attractions in 2024, up 4.8 per cent on the previous year.
Business Minister Richard Lochhead said: “These figures hammer home the strength and breadth of Scotland’s tourism sector. I’m pleased that so many of the country’s much-loved attractions continue to attract more and more people through their doors.
“This is testament to the dedication of the thousands of people that work hard to create memorable experiences and showcase the best of Scotland’s history and culture to people worldwide.
“We will continue to work hand in hand with the sector to continue this upwards trend. In the Scottish Budget, we’ve allocated an additional £2m to VisitScotland to help spearhead growth, benefiting attractions and businesses.”
5. St Giles' Cathedral
Founded in 1124 by King David I, St Giles' Cathedral has been a working church for over 900 years. A backdrop to Scotland’s turbulent religious history, it has seen the seeds of civil war sown and been John Knox’s parish church during the Reformation. It is still an important centre for civic services such as the Kirking of the Parliament and services for Most Ancient and Most Noble Order of the Thistle. In its 900th year, it enjoyed a 18.3 % rise in visitors. | CC/Nilfanion Photo: CC./Nilfanion
6. National Museum of Scotland
The National Museum of Scotland delivers a trip around the the country, the world and through time with its incredible collection. It holds 12 million objects in total with the realms of geology, archaeology, natural history, science, technology, art, and world cultures all brilliantly covered. It remains the most visited free attraction in Scotland and enjoyed a 5.9% rise in visitors last year. Picture: Mike McBey/CC. | Mike McBey/CC Photo: Mike McBey/CC
7. Loch Lomond Shores
Shops, cafes, a sealife centre, beaches, birds of prey - there is a lot going on at Loch Lomond Shores. The surrounding landscape never fails to please and last year visitor numbers rose 6.5%. | aqibmushtaq Photo: aqibmushtaq
8. The Burrell Collection
Last year named Scotland's building of the year, the revamped Burrell Collection in Glasgow's Pollok Country Park is riding high after a £68.25m revamp. Visitor numbers are up 11.6% at the attraction, which displays the vast art collection donated to the city by the shipping magnate and philanthropist Sir William Burrell. It holds 9,000 art treasures spanning more than 6,000 years. | PA