ScotlandWhisky was launched in August 2003. The aim of the initiative is to use Scotch Whisky’s international reputation to encourage more tourists to Scotland. The project has emerged as an early example of the type of industry leadership advocated by Ministers in the Tourism Framework for Action. The initiative is supported by the Scotch Whisky Association (the trade body for the industry), VisitScotland, Scottish Enterprise, Highlands & Islands Enterprise, and the Scotch Whisky Experience (an industry-owned attraction).

Though the project has a wide range of aims, its key strategic objectives are summarised as:

• To underpin Scotland’s credentials as a quality destination using Scotch whisky’s global renown.
• Develop the domestic Scotch whisky experience, to enhance its position as a commercial opportunity for the tourism trade and motivating factor for tourists to travel to Scotland.
• To integrate Scotch whisky as a key element of Scotland’s tourist experience.

Working with distillers, hoteliers and the wider Scottish tourism sector, SCOTLANDWHISKY will address all three of these aims, in addition to identifying further areas where the project can drive improvements.

ScotlandWhisky is lead by Chris Conway, who is based at the Scotch Whisky Experience, Royal Mile, Edinburgh. Chris can be contacted on tel: 0131 478 7120 or by email: c.conway@whisky-heritage.co.uk