Scotch Distilleries: whisky tourism is a star attraction

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Scotland’s Whisky distilleries remain a star visitor attraction

-Scotch tourism continues to grow-
-Distillery visits hit record 1.6m last year-

Scotland’s whisky distilleries hosted more visits than ever before in 2015, proving once again that they are a ‘must see’ for domestic and international tourists.

New research by the Scotch Whisky Association (SWA) found that distillery visits increased by 7% to 1.6 million between 2014 and last year. Scotch Whisky distillery visits have increased by more than 20% since 2010.

Collectively, Scotch Whisky distilleries rank among some of the most popular UK visitor attractions, with a similar number of visits annually as the likes of Edinburgh Castle and London’s St. Paul’s Cathedral.*

The SWA survey also found that visitors to distilleries spend on average around £25 per head during a visit. Total spend at distillery visitor centres in 2015 was £50 million, up from £27m in 2010.

Around half of Scotland’s 118 whisky distilleries are open to the public. Scotch Whisky companies have invested significantly in visitor centres and tourism facilities in recent years, with the success of whisky festivals such as Islay and Speyside also helping to attract new visitors to the country.

Distilleries reported that the largest proportion of visitors came from Scotland and other parts of the UK, Germany, the USA and France – reflecting some of the largest markets for Scotch around the world.
Julie Hesketh-Laird, Scotch Whisky Association deputy chief executive, said:

“Scotch Whisky distilleries offer high-quality and unique opportunities to visit the homes of some of Scotland’s most famous brands. It is testament to Scotch Whisky companies that visits have increased at a time when overall Scottish visitor numbers fell. This brings important benefits to the wider rural economy, as distillery visitors will also then be staying at the local B&B, visiting a local pub or café, or buying souvenirs of their stay in Scotland.”

The findings are based on a survey of a sample of distillery visitor centres by the SWA. Figures given represent paying customers visiting industry visitor centres in 2015.

Tags: DrinkWireScotch DistilleriesScotlandStar AttractionSWAwhisky distilleries


My name is Greg, and I’m a brand strategy consultant, writer, speaker, host and judge specialising in premium spirits. My mission is to experience, share and inspire with everything great about whisky, whiskey, gin, beer and fine dining through my writing, my brand building and my whisky tastings.

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