Edinburgh Murders! A Tourism Marketing Plan for Edinburgh, With a Deadly Twist…

Picture Taggart, but with a Morningside accent..

Right, ‘There’s Been a Murder‘, with a lilting east coast accent doesn’t really work, does it.

But what if we could use technology and some creative storytelling to write stories and video content that taps into this genre as a highly compelling experience for attracting more visitor traffic to the city.

Edinburgh Tourism Action Plan

The goal of our different action plans, like for Digital Tourism, is to identify and apply these types of ideas to help grow business for key sectors like Scotland’s tourism SMEs and our travel economy.

In a city where ancient cobblestones whisper secrets and castle ramparts loom like silent witnesses, Edinburgh has long been a magnet for travellers seeking history, whisky, and a brush with the supernatural.

But beneath the tartan-clad tourism veneer lies a darker draw: a gruesome catalog of murders, bodysnatchers, and ghostly hauntings that rivals any horror film. Savvy content creators are cashing in on this macabre allure, transforming Edinburgh’s blood-soaked past into binge-worthy travel vlogs and YouTube series that lure millions of viewers—and, crucially, their feet—to Scotland’s capital.

Why True Crime Sells Tickets – Driving Youtube Traffic

The numbers don’t lie. YouTube searches for “Edinburgh ghost tours” have spiked 180 % year-over-year, according to Google Trends data from 2024–2025, while “true crime Edinburgh” videos routinely crack 500,000 views within weeks of upload.

Channels like Dark Tourist Diaries and Haunted Histories report that their Edinburgh episodes consistently outperform sunnier destinations by 3–4× in watch time. Why?

Because fear is a phenomenal motivator. A 2023 study by VisitScotland found that 42 % of millennials and Gen Z travellers actively seek “dark tourism” experiences—sites of death, disaster, or the paranormal. Edinburgh, with its UNESCO-listed Old Town and subterranean vaults, is ground zero.

Eerie Edinburgh is a great example, sharing tales about Scotland’s history of murders and even pulp fiction like Werewolf sightings!

This content on Youtube drives millions of views, driving many to act and sign up for a visit here, so the more of this the better. These videos are an ideal companion to the many Youtubers who share their travel stories – there is a huge asset base generated through ‘ugc’ – user generated content, like example the charming Ghoul Host.

The Blueprint: How to Vlog Edinburgh’s Nightmares

1. Start with the Classics—But Add a Twist

Every vlogger covers the Edinburgh Vaults and Greyfriars Kirkyard, but the winners go deeper. Instead of reciting the same Burke and Hare script, film at dusk when the South Bridge vaults drip with condensation and the only light is your headlamp.

Overlay original police sketches (public domain after 100 years) or dramatized voiceovers using declassified 19th-century court transcripts. One creator, *Macabre Maps*, geotags each murder site with AR overlays—viewers point their phones and watch a spectral reenactment of Deacon Brodie’s double life unfold on the Royal Mile.

2. Leverage Micro-Stories for Macro Engagement

Long-form documentaries are great, but YouTube’s algorithm loves 8–12-minute bites. Break the city into “murder neighbourhoods”:

• Old Town: The 1828 Burke and Hare killing spree—film inside the recreated Surgeons’ Hall Museums exhibit, then cut to the exact tenement close where victim “Daft Jamie” was last seen.
• West Port: The forgotten 1861 Jessie King baby-farming case—shoot B-roll of the now-gentrified Grassmarket pubs where she lured victims.
• Canongate: The 1790s “Italian Charlie” poisoning ring—end with a tasting of period-correct absinthe at a hidden speakeasy.

Hook viewers with a cold open: “In 1685, a noblewoman was bricked alive into her own home… and her skeleton was found *last year*.” (True story—Lady Janet Douglas, discovered during a 2022 renovation.)

3. Partner with the Keepers of the Keys

The best access comes from relationships. Edinburgh’s underground tour companies—Mercat Tours, Auld Reekie Tours—offer after-hours exclusives for creators who cross-promote. One vlogger secured lone access to Mary King’s Close at 2 a.m.; the resulting 360° video garnered 1.2 million views and a 15 % bump in the tour operator’s off-season bookings. Tip: Pitch them a revenue split on affiliate links for their ghost walks.

Monetization Beyond Ads

• Affiliate Dark Tourism: Link to Black Taxi “crime scene” tours or the Scotch Whisky Experience’s “Poisoner’s Edition” tasting.
• Merch Drops: “I Survived the Vaults” glow-in-the-dark hoodies sell out during October.
• Patreon Exclusives: Offer subscribers the GPS coordinates to unmarked graves or unreleased police files (FOI-requested, redacted for sensitivity).

The ROI for Edinburgh

The city wins big. A single 800,000-view video by *Graveyard Shift* translated to 4,200 booked hotel nights in Q4 2024, per Edinburgh Tourism Action Group data. Hostels now offer “Vlogger & Victim” packages: a bed in a 16th-century close + a midnight crime tour for £79. Even the National Museum of Scotland launched a “Murder After Hours” late-night event series, selling out in 11 minutes.

Your Turn: Lights, Camera, *Scream*

Grab a GoPro, a wind muff (Edinburgh’s gales are brutal), and a National Trust for Scotland media pass. Script your opener on the Castle Esplanade at blue hour, when the city’s lights flicker on like a thousand watchful eyes. End with a call-to-action: “Comment your favorite Edinburgh ghost story—I’ll pin the one that gives me nightmares.” Then watch the views—and the flights—roll in.

Edinburgh isn’t just a pretty postcard. It’s a crime scene with Wi-Fi. Vlog it right, and you’ll turn goose bumps into tourism gold.