EDINBURGH’S Johnnie Walker Experience is celebrating one million visitors this week, a short three years after they first opened their doors.
The Experience, located on Princes Street uses both Scottish tradition and new technology to attract people from over 140 countries globally and make waves in Scotland’s tourism industry.
The Johnnie Walker experience sets itself apart by using AI powered technology, used to help guests find their personal flavour profile.
The profile is then used to show visitors different ways whisky can be enjoyed by using the popularity of cocktail culture, helping introduce Scottish whisky to lots of different groups and continue its global popularity.
Since its opening three years ago, the Johnnie Walker Experience has become a huge draw for tourists, with it being named “World’s Leading Spirit Tourism Experience” in 2023 by the World Travel Awards.
The Scotland Visitor Survey found that nearly half of Scotland’s visitors engage in food and drink activities and Whisky is such an integral part of that with 26% of people visiting a whisky or gin distillery or brewery and 21% visiting a whisky distillery.
This experience’s new innovative way to present whisky to customers is an excellent way to keep the product relevant and continuously develop Scotland’s tourism industry.
Scotland’s Secretary of State, The Rt Hon Ian Murray MP went along to the Johnnie Walker Experience to celebrate their milestone and congratulate them on their impact on Scottish tourism.
He said: “It’s a fantastic attraction, making a huge contribution to Edinburgh’s tourism and the local economy.
“And of course, it’s a huge promotion for Scotch whisky, one of Scotland’s biggest success stories, and a key part of Brand Scotland.”
“Guests from Australia to Zimbabwe and everywhere in between have passed through the venue’s doors since September 2021.
“With 24% of guests visiting from countries with high spend per head like the US 7 and 80% of visitors noting Johnnie Walker Princes Street’s place in supporting the growth of scottish tourism”
