Association of Leading Visitor Attractions

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28 May 2015

Scotch Whisky distilleries among UK's most visited attractions

Scotch whisky distilleries are attracting more than 1.5 million people a year in the UK – an all time high – according to recent survey by the Scotch Whisky Association (SWA).

The new research revealed that in 2014, visitors to distilleries rose 6 per cent year-on-year, also marking a 15 per cent increase since 2010 and collectively making Scotch whisky distilleries among the most-visited attractions in the UK.

According to the findings – based on a sample of distillery visitor centres collected by the SWA – the majority of visitors were domestic, with high visitor numbers also coming in from Germany, the US and France.

Spending saw a significant increase, with visitors to distilleries paying out £50m (US$76.8m, €70.3m) on tours, shops and cafés – almost doubling from £27m (US$41.5m, €38m) in 2010. The SWA says the increase in spend is reflected by increased investment to enhance visitor centres, including tailored tasting sessions, blending sessions and special bottling.

“Our survey shows just how many people want to visit distilleries to see how Scotch Whisky is made, try a dram and buy a bottle to take home to family and friends,” said Julie Hesketh-Laird, Scotch Whisky Association deputy chief executive. “Every year, distilleries are attracting more visitors from the UK and all parts of the globe. Visitors are spending more at distilleries and are likely to being doing the same with other businesses, including hotels and restaurants. It also helps put Scotland on the map.”