Under his stewardship, the estate in and around Blair Castle became a significant area for tourism and forestry, on which he was an acknowledged expert and spoke many times in the House of Lords, having been elected a Scottish representative peer in 1958.

In addition, he resurrected the Atholl Highlanders, the ceremonial private army of the dukedom composed of estate workers and family friends, as a tourist attraction.

[4] He also held several business appointments, notably as Chairman of BPM Holdings between 1972 and 1983 and of Westminster Press Group between 1974 and 1996 and as a director of Pearson Longman between 1975 and 1983.

Atholl died unmarried in February 1996, aged 64, with the titles passing to his second cousin, once removed, John Murray, a South African land surveyor.

The day before the death of the 10th Duke, it was announced that he had given Blair Castle and most of his estates to a charitable trust, thus effectively disinheriting his heir.