The link between whisky and golf to Scotland’s tourism industry has been given a massive boost this year following the successful Ryder Cup event according to Diageo.
The world’s leading premium drinks business reported a record year for its 12 distillery visitor centers, with 326,372 people flocking to the attractions between June 2013 and June 2014 – a 14 per cent increase on the previous 12-month period and up 85 per cent on 2008.
In an article in Incentive Travel, Mike Cantlay, Chairman of VisitScotland highlighted that the appeal of whisky and golf draws visitors from all over the world and that the industry should take advantage of this. He said:
“Next year is the Year of Food and Drink, a celebration of Scotland’s natural larder and the role it plays in shaping our economic success. I look forward to seeing even more Scots and visitors to Scotland experiencing our country’s exciting and diverse culinary experiences, further enhancing Scotland’s reputation as a Land of Food and Drink.”
Peter Lederer, Director of Diageo in Scotland and Chairman of Gleneagles Hotel, said the growing popularity of Scotch whisky combined with the high quality of visitor experience was key to these growth figures. He said:
"The impact of whisky and golf tourism on the economy of Scotland is fantastic, with many of our visitors spending time and money in the communities around our distilleries and golf courses across Scotland.
“Scotch whisky is experiencing remarkable success around the world, with people in over 180 countries enjoying the leading brands we produce here in Scotland. That growth is still strong in countries in Asia and Latin America and we are now starting to see a knock-on growth in the tourism we are seeing from these markets.
"People in countries like China and Brazil are attracted to Scotch because of its reputation for provenance, heritage and authenticity. Scotch is the best advert possible for Scotland and customers who enjoy our whisky brands are increasingly attracted to visit the home of Scotch."
The TIS intelligence guides will help your business to benefit from golf tourism and make the most of the year of Food and Drink next year.
China has been a rapidly growing market for Scotland over the last few years; with groups (but a growing number of independent travellers) attracted to visiting famous sights and landmarks and indulging in shopping.
Find out more key facts and insight about China and how it might help your business via the TIS customer insights.