Scotch Whisky Tourism Is A Real Thing!

Scotch whisky tourism is a real thing, attracting a record 2.16 million visitors in 2019. And if the recently opened, eight-floor Johnnie Walker Princes Street visitor experience in Edinburgh for the world’s best-selling Scotch whisky is anything to go by, the optimism for future growth is justified.

After four and a half years in the making, Johnnie Walker Princes Street is born. The centrepiece of Diageo’s £185 million (S$334 million) investment in whisky tourism in Scotland, the destination located in Edinburgh is the largest of its kind. Set over 71,000 sq ft, the visitor centre reimagines the traditional whisky tour experience using world-first technology.

Visitors are taken on a personalised journey of discovery, which identifies unique flavours and tastes tailored to them, and learn about the maker’s fascinating 200-year-old history brought to life by actors. With over 800 flavour combinations available in innovative dispensation systems, one person could visit Johnnie Walker Princes Street every day for more than two years and not have the same experience twice.