The eight-floor whisky experience beat three world-class experiences to the top, voted for by the public and whisky tourism experts
JOHNNIE Walker Princes Street has been named Europe’s Leading Spirit Tourism Experience at the prestigious World Travel Awards, as voted for by the public and tourism experts. The awards programme is recognised globally as the ultimate hallmark of industry excellence.
Johnnie Walker Princes Street was celebrated at the internationally renowned World Travel Awards ceremony on September 29, walking away with the coveted title for its work in creating a vibrant, inclusive and accessible whisky experience. The Edinburgh venue has made a significant contribution to changing preconceptions of whisky tourism experiences, and of Scotch whisky itself.
Located in the heart of Edinburgh, Johnnie Walker Princes Street, the centrepiece of Diageo’s £185million investment into the Scotch whisky tourism in Scotland, has welcomed over 650,000 visitors from 130 countries across the world since its opening in 2021. Latest data from the Scotch Whisky Association suggests that total visits to whisky visitor centres in 2022 were around 2m.
Using AI technology, immersive storytelling, theatre, personalised whisky cocktails and much more besides, the eight-floor venue takes guests on a highly engaging exploration of both Johnnie Walker and the wider world of Scotch whisky.
Judges commended the venue’s Journey of Flavour Experience as a particularly innovative way of capturing interest and encouraging guests to banish their own presumptions around whisky, with expertly deployed technology blended with showmanship sparking the imaginations of those taking part.
The venue, recently named in TripAdvisor’s Top 10% of Attractions Worldwide, has won a host of awards for its accessibility, environmental credentials and visitor enjoyment, offering whisky lovers, the cask curious and non-drinkers, each something that will suit their likes and interests. The 1820 Bar roof terrace, offering unparalleled views of Edinburgh’s skyline, plus its approach to food and whisky pairing, education and inclusivity, further helped Johnnie Walker Princes Street stand out amongst the category.
Rob Maxwell, Head of Johnnie Walker Princes Street said: “At Johnnie Walker Princes Street our team is passionate about making whisky appealing and accessible to everyone, and I have no doubt that this in particular has shone through to judges. Our state-of-the-art experience has been designed to appeal to visitors of all walks of life and engage them in the wonderful world of Johnnie Walker, be that through food, cocktails or our fascinating history.
“We’re honoured to be walking away with a prestigious World Travel Award, and I’d like to say a huge thanks to the team for their hard-work and efforts which give our guests a first-class experience each and every time.” The World Travel Awards are run annually and reward and celebrate excellence across all sectors of the global travel and tourism industry.