The Traitors has ‘led to spike in bookings’ to Inverness

New research shows that a unique city in the Scottish Highlands, known for its breathtaking scenery featured in The Traitors, has experienced a significant surge in popularity since the first season of the show first aired.

Trainline examined passenger bookings to Inverness in January 2022 (before the show aired) and January 2023 (during season 1), finding a 25% increase in bookings from across the UK to Inverness between January 1st and 31st.

A further comparison between January 2024 (during season 2) and January 2023 revealed a 35% jump in bookings.

As The Traitors season 3 continues to showcase this beautiful region, we’ve consulted experts to highlight the best sights to see. From exploring ancient castles and scenic lochs to enjoying local food and rich culture, here’s a guide to what to do when visiting this incredible part of Scotland.

Castles

Ardross Castle, a stunning 19th-century castle perched on the banks of the River Alness, serves as the picturesque backdrop for both the UK and US versions of The Traitors.

Located just 30 minutes north of Inverness, in the scenic Scottish Highlands, this remarkable venue isn’t open to the public. However, if you have enough cash to splash, you could rent it for a private or corporate event and walk in the footsteps of your favourite Traitors and Faithfuls.

In the heart of Inverness, another architectural gem awaits – Inverness Castle.

This striking 19th-century Scottish castle, overlooking the River Ness, is a sight to behold.

While visitors can admire the castle from the river bridge, it is currently under renovation and is expected to reopen to the public later in the year.

Explore the art, history and heritage of the Highlands free of charge by heading to Inverness Museum and Art Gallery.

“Inverness is known as the ‘gateway to the Highlands’, is very accessible on foot, as well as having great public transport links to explore out of the city,” says Jenni Steele, film and creative industries manager at VisitScotland. “Visitors can enjoy cultural sites and hidden gems like Eden Court and Inverness Museum and Art Gallery.”

The art galleries feature both permanent and temporary exhibitions, which includes work from local artists and crafters in the local community, to those further afield.

“Inverness is the launchpad for discovering Loch Ness – home to the world’s shyest celebrity,” says Kenny Fraser, duty manager at The Loch Ness Centre.

“The unique one-hour immersive experience at The Loch Ness Centre allows you to become part of the legend and unearth real stories about Loch Ness along the way.

“Take a walk through 500 million years of history to explore the myths of the loch, delve deep below the surface of its waters to uncover hidden secrets, discover real objects and artefacts throughout the immersive journey and look into scientific research inspired by sightings of the Loch Ness Monster.”

Hidden in Church Street in the Old Town, Leakey’s is the largest second-hand bookshop in Scotland and is every bookworm’s paradise.

“Leakey’s Bookshop is a charming second-hand bookshop housed in a former church with a wood-burning stove,” says Fraser.

“A lot of people miss out on visiting the old Inverness Victorian Market,” says Wayne Kask, travel expert, writer and founder of Discover West Central Florida. “It’s this charming indoor space with quirky little shops selling everything from local crafts to handmade chocolates.”

“Clava Cairns is an ancient site with standing stones that feels like stepping back in time,” describes Melissa Harms, founder of Everyday Family Travel. “We practically had the place to ourselves, and it was one of those unexpectedly magical moments.”

“The Ness Islands are another favourite,” adds Harms. “Just a peaceful, scenic walk where you can let the kids run around and spot ducks and squirrels.”

Food recommendations

Highland cuisine is all about fresh, local goodness.

“Think succulent venison, salmon, langoustines, and, of course, a hearty helping of haggis,” says Fraser. “Pair it with a locally distilled Scotch whisky for the ultimate foody experience.”

If you are looking to add any particular restaurants to your holiday itinerary, Fraser recommends The Kitchen Brasserie for “creative dishes and riverside views” or Fiddler’s Highland Restaurant, “a Drumnadrochit gem with whisky for days and top-notch home cooking”.