The Scottish Government

This item was published during the term of a previous administration that ended in April 2007

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Tourism and whisky galore!

24/09/2003

An initiative to bring together the whisky and tourism industries in Scotland was launched today, and the first Scotch Whisky Tourism Development Manager was appointed.

On a visit to the Scottish Whisky Heritage Centre, Deputy first Minister Jim Wallace heard details of the Scotch Whisky and Tourism Initiative, and plans to co-ordinate work to produce new products and experiences to attract visitors to Scotland.

Options to link whisky and tourism, which the Development Manager will be examining, include:

§ Setting up a network of 'whisky embassies' across Scotland

§ Work with established whisky distillery visitor centres

§ Encourage establishments such as hotels, restaurants, and shops to provide information and advice on whisky related activities, including visiting distilleries

§ Persuade hotels and restaurants to make greater use of whisky, for example, as a key ingredient in food, and as an accompanying drink

Mr Wallace said:

"The work between tourism and whisky is to be applauded - two great Scottish industries joining forces for the benefit of Scotland.

"We have made clear that growing the economy is our top priority - established Scottish industries working together to exploit new markets will help us achieve this.

"The focus of this scheme will be on innovation - the challenge is for tourism and whisky companies to think creatively about how they can meet the needs of visitors, and offer them high quality, memorable experiences.

"The work also highlights positive co-operation between the public and private sector, with Executive agencies playing a prominent role in helping boost Scottish tourism.

"We should soon be talking about 'Tourists galore!', as much as 'Whisky Galore!'."

Tourism Minister Frank McAveety voiced his support, saying:

"We are working to raise Scotland's profile, and the work between tourism and whisky will play an important role in this.

"The initiative also offers us the chance to spread these benefits across Scotland - rural areas can play an equally important role in this project.

"Research shows us that the most successful countries in tourism focus on exploiting areas which are already key strengths."

Chris Conway, the new Scotch Whisky Tourism Development Manager, added:

"Internationally, Scotch Whisky is recognised as one of the leading premium spirits and is held up as a badge of quality. To be able to tap into these positive images is a powerful way of underpinning Scotland as a quality destination for leisure.

"The initiative will explore all the ways tourists experience whisky in Scotland, and look at methods of increasing knowledge and appreciation within the tourism industry.

"Key to its success, is the need to quickly engage both industries and assimilate their experiences and learnings. I've already had discussions with a number of Scottish hoteliers and I am confident we will be able to realise mutual benefits with obvious commercial advantages."

Ian Good, Chairman of the Scottish Whisky Association, said:

"I am delighted that we have Chris on board. He has a tremendous amount of experience, drive and enthusiasm which will help make the very most of this link between two of Scotland's greatest industries."

The launch event took place at the Scottish Whisky Heritage Centre, Royal Mile, Edinburgh.

The Scotch Whisky Tourism Initiative is being supported by Scottish Enterprise, Highlands & Islands Enterprise, VisitScotland, but is being led by the private sector, including the Scotch Whisky Association and Scottish Whisky Heritage Centre.

The post of Whisky Tourism Development Manager is being funded by the various groups listed above, and will be based in the Scotch Whisky Heritage Centre.

Chris Conway has spent nearly a decade in the drinks industry, working in various Marketing and Sales positions for Jim Beam, Scottish & Newcastle and The Courage Beer Company. His previous role was as a leading Consumer Marketer with Whyte and Mackay, responsible for their International Malt whisky brand portfolio. During his time there he was responsible for the launch of, what became the world's most expensive single malt whisky: The Dalmore 62 years old went to auction in Glasgow on the 4 ^th December 2002 and achieved the world record bid of £25, 877.50p. Born in Glasgow, Chris now lives in Edinburgh.

Deputy First Minister Jim Wallace chairs the Cabinet sub-committee on Tourism.

Tourism is currently worth £4.5 billion annually to the Scottish economy. Tourism is the fourth largest employer in Scotland, employing 193,000, or 8% of the workforce.

90% of whisky which is produced is exported, meaning the brand reaches millions of people across the world. Scotch whisky is shipped to over 200 countries around the world, and over one billion bottles per year are sold. There are around 40 whisky distillery visitor centres across Scotland.

For further details of the Scottish Whisky Association, including maps of where all distilleries are located across Scotland, please visit:

http://www.scotch-whisky.org.uk/