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Despite the fact that Diana Gabaldon “hadn’t even set foot in Scotland” when she began writing the series, Outlander-specific tourism is booming there.
https://www.washingtonpost.com/lifestyle/travel/the-outlander-effect-the-popular-book-and-tv-series-is-increasing-travel-to-these-scottish-sites/2020/02/13/900a2dfc-4c26-11ea-b721-9f4cdc90bc1c_story.html