VisitScotland is banking on the new Starz TV series Outlander to out game Game of Thrones.
Sword slashing, derring-do, lots of sex and violence along with a compellingly romantic narrative about Highlanders' striving for freedom provide the backdrop.
Today, the tourism board unveils its new "Outlander" website that leads fans of the bestselling book series and the new Starz show through the Highlands in the steps of Jaime Fraser (Sam Heughan) and Claire Randall (Caitriona Balfe). We'll be taking you through the history, drama and color of the "Outlander" highlands on a slideshow here next week.
Will the Scottish Highlands soon rival Game of Thrones' Icelandic, Croation and Northern Irish locations for "set-jetting" glamour? Time, and ratings, will tell.
Image: Photo of Outlander producer, Ronald D. Moore and author, Diana Gabaldon courtesy Gretchen Kelly