Scotland’s distilleries are attracting more visitors from the UK and across the globe than ever before.
More than 1.5 million people came to see how the iconic product is made last year – and spent £50million in the process.
According to a new survey by the Scotch Whisky Association (SWA), the figure was up about 6% on the previous yea and an increase of more than 15% from just under 1.3 million in 2010.
And collectively, distilleries are among some of the best known UK attractions, including Edinburgh Castle, the Scottish National Gallery, Tate Britain, Stonehenge and London Zoo.
The largest proportion of visitors came from Scotland and other parts of the UK, Germany, the US and France.
The source of visitors reflects some of the largest markets for Scotch.
The US is the biggest market by value, followed by France, and Germany ranks at number five.
Visitors to distilleries spent a total of almost £50million last year on tours and in their shops and cafes, up from £27m in 2010.
Julie Hesketh-Laird, the Scotch Whisky Association deputy chief executive, said: “During Scotland’s Year of Food and Drink, and particularly during the Whisky month of May, our survey shows just how many people want to visit distilleries to see how Scotch whisky is made, try a dram and buy a bottle to take home to family and friends.
“Every year, distilleries are attracting more visitors from the UK and all parts of the globe.
“Scotch whisky producers are investing in their centres and shops to give visitors the best possible experience.”
Mike Cantlay, VisitScotland chairman, said: “There is clearly a growing appetite amongst visitors to sample the secrets behind Scotland’s national drink and with the greatest concentration of whisky distilleries in the world right here on our doorstep there is certainly plenty to enjoy.
“Research shows time and time again how popular distilleries are with visitors and with five distinct whisky regions, each producing their own unique characteristics and flavours, every visit offers a different taste of the county’s important whisky tourism industry.
Scott Fraser, Tomatin Distillery visitor centre manager, said: “Our visitor numbers are increasing, as is the amount people spend when they come to see us.
“We’ve completely revived our tour offering and the feedback has been brilliant, both from private tourists and an increasing number of coach tour business.”
Mickey Heads, Ardbeg Distillery manager said: “Distilleries like Ardbeg have become a place of pilgrimage for the single malt whisky faithful and these findings echo the growth in visitor figures we have experienced. “