A north banking chief has hailed the ongoing positive impact of Outlander and other TV series and films on tourism across the region.
Sharon Ellen, Highlands and islands director at Bank of Scotland, said her team were gearing up to help more businesses prosper as people from all over the world flock to visit landmarks they have seen on screen.
She added: “Glasgow and Edinburgh have always been tourism hot spots but, thanks to the Outlander effect, we are seeing an increased interest in more remote areas further north of the central belt.
“With an average of 5.8 million viewers per episode during the third series, Outlander has attracted a global following.
“Its loyal fans are keen to explore the locations across Scotland featured in the series.”
She added: “We live in an era where holidaymakers are heavily influenced by popular culture.
“It’s essential we are aware of these trends and provide support to help businesses in destinations featured in films or dramas to cope with the increased demand.”
Ms Ellen said the bank’s support for the sector was reflected in recent funding, such as a six figure package to help upgrade Forse House in Latheron, Caithness.
The pound’s depreciation since the Brexit vote in June 2016 made Scotland an even more attractive destination for overseas tourists, she said, adding: “It’s extremely important we prepare local businesses to cope with demand and advise them on the best ways to achieve success in what is a fast-paced and, often, highly competitive industry.”