Whisky Tourism in High Spirits as Visitor Numbers Grow

Visitor numbers released today by ScotlandWhisky - the national whisky tourism initiative - reveal Scotch Whisky's growing importance to Scotland's tourism industry.

Following the most extensive survey of distilleries ever undertaken, ScotlandWhisky announced today that 1,233,696 visitors toured a distillery in 2007.  This is a 2.6% increase in visitors over the last three years. 

Visitors also made an increasingly important contribution to the local economy, with more £22.4 million  spent at whisky visitor attractions across Scotland, a 17.8% increase over the same period.

Chris Conway from ScotlandWhisky said:

 "These figures are a testament to Scotch Whisky's importance to Scotland's tourism experience.  Scotch Whisky is recognised worldwide, but can only be produced in Scotland.  Using Scotch to encourage tourists to come and explore Scotland is a real advantage to the country, bringing visitors and economic benefits to many communities from Islay to Speyside."  

Today's figures show that the average spend per visitor at a distillery is £18.17, which is over three times the national average of £6.07 . This demonstrates the disproportionately highly beneficial impact on the economy that Scotland's fifty distillery visitor centres and Whisky themed attractions create.

As well as their economic impact, distilleries are also adding to tourists' positive experience of Scotland with well over 60%  of distillery visitor centres being rated four or five star by VisitScotland's quality assurance team.  Nearly 23% of the five star visitor attractions in Scotland are distilleries.

Chris Conway went on to say:

"These figures, though impressive, only take into account sales at distillery visitor centres; if we were to augment them with tourist sales at ScotlandWhisky Embassy hotels and Whisky bars , as well as other local attractions, we would be talking of an even greater impact that Scotch Whisky brings to Scotland."