Scotch Whisky & Tourism Report
07 Jul 2011
1.1 4-consulting was commissioned by the Scotch Whisky
Association (SWA) to undertake a study of the contribution that
Scotch Whisky makes to tourism in Scotland. Previous studies have
focused on the economic impact of Scotch Whisky production (DTZ
Pieda Consulting, January 2003 and Verso Economics, May 2010).
1.2 The link between spirits and wine businesses and tourism are
less well researched in Europe compared to the new world. This
report seeks to establish the economic impact of tourism derived
from visitor centres and the network of Scotch Whisky embassies.
This report also investigates the clustering of tourism, culture
and heritage activities around distilleries and considers the wider
macroeconomic role of Scotch Whisky and tourism.
1.3 Survey information covering 37 of the 52 Scotch Whisky
distilleries and visitor centres open to the public was collected
through the SWA (this includes members and non-members of the SWA).
Survey information was also collected through ScotlandWhisky on the
embassy network with responses from 18 members. Additional data was
drawn from the Scottish Government, SWA, VisitScotland, Office for
National Statistics (ONS), HM Revenue and Customs and the World