Visit Scotland | Alba
Article published 08/03/2024

Scotland is set to star in a new travel programme, The Reluctant Traveller on global streaming platform Apple TV+ airing today (8 March 2024).

The new series is fronted by famous Canadian actor Eugene Levy, star of award-winning comedy Schitt’s Creek and the American Pie films.

This new show follows the adventures of Eugene as he visits major destinations across Europe exploring the people, places and cultures. One of the first up, Scotland.

In the Scotland episode we see Eugene uncovering his Scottish roots. Every journey has to start somewhere and for Eugene, his trip takes him on a very personal journey. His mother was born in Glasgow and lived there until the family emigrated to Canada when she was 13 years old. 

The episode follows him on his first ever visit to Scotland and captures his emotional connection to the country as he explores the places associated with his family. During his trip, he also takes part in some traditional Scottish activities - such as salmon fishing, tasting some special malt whiskies, participating in a cèilidh and staying in a Scottish castle.

Star spotting in Scotland

The programme opens with Eugene at Kildrummy Castle in Aberdeenshire, followed by a drive through some of the region’s most stunning landscapes, where Eugene takes in the tranquil surroundings.

Locations and businesses featured include:

  • Aberdeenshire - Candacraig House, Kiildrummy Castle and the River Dee
  • Glasgow - National Trust for Scotland property - the Tenement House
  • Loch Lomond - Loch Lomond Distillery

Streaming on Apple TV+

We’re collaborating with Apple TV+, available in over 100 countries, to promote the show. This partnership gives us the opportunity to also highlight ancestral tourism and the locations Eugene visits as part of his trip.

Take a look at our new blog on visitscotland.com all about his visit.

It's a great one to share with your visitors and guests!

Watch the Scotland episode of The Reluctant Traveller available now on Apple TV+.

A person standing in a room with tartan banners in the background, with their arms open

Eugene Levy in The Reluctant Traveller, courtesy of Apple. 

The importance of screen tourism

Screen tourism (or set-jetting) is about providing a visitor with a personal experience of a place they're familiar with through film or TV.

This new series provides an excellent opportunity for us to promote Scotland to visitors – new and returning. By drawing inspiration from Eugene’s connections to Scotland, we gained the added opportunity of promoting ancestral tourism.

According to travel experts Expedia, more than half of travellers say that TV shows and movies inspire their travel plans.

It also showed nearly 30% say they are more influential than ever before – with TV shows providing a bigger draw for destinations than Instagram, Facebook, and TikTok.

Useful insights on film, TV and literature tourism in Scotland

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Ancestral tourism

Ancestral tourism is a growing and important market for Scotland. At least 40 million people across the globe able to lay claim to Scottish ancestry. The scope and potential of this market for Scottish tourism is huge.

Like the connection Eugene made on his trip, many ancestral visitors report that the minute they set foot on Scottish soil, they feel a real emotional connection. They feel a sense of "belonging" or even a feeling of "coming home".

Find out more about our ancestral visitors and how you can engage with this market in our ancestral tourism toolkit.

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