Whisky Focus - Whisky Fuelling Tourism Growth In Moray and Speyside

The latest figures from Moray Speyside Tourism suggest that whisky is continuing to help fuel tourism in the region. The figures suggest that the economic impact of tourism rose by a massive £11 million in 2017, with an extra 50,000 visitors compared to the previous year, representing the biggest ever surge in tourism in the area.

Similar to the popularity of Scotch whisky, visitor numbers to the Moray Speyside area have been increasing dramatically in recent years, with the region consistently outperforming the vast majority of other areas surveyed in Scotland Since 2009, an extra 177,000 people have visited the area, spending an additional £92 million pounds.

Whisky can't take all the credit for the surge in tourism, the superb Outlander Novel written by Diana Gabaldon which was brought to life in the Outlander TV Series can also be given some of the credit for the surge in tourism. The historical fiction drama which was set against the stunningly beautiful backdrop of the Scottish Highlands would have given viewers a taste of what they would find in Scotland and of course some of the credit must be given to the growing awareness of the beauty of the Moray coast, a region which offers the best of Scotland in miniature without the congestion and ‘over-tourism’ of some other destinations.

Chair of the Malt Whisky Trial, James Johnston OBE, commented: "Speyside has the highest concentration of whisky distilleries in the world and we know that three out of five visitors to our beautiful region go to a distillery. There is a booming interest in whisky worldwide and many distilleries on The Malt Whisky Trail are investing in new visitor experiences so that they can give rising numbers of tourists an unforgettable experience. As well as offering a fascinating glimpse into the history of Scotch, the region has golden beaches, deep pine forests, abundant wildlife and snow-capped hills. There is plenty to do for both whisky lovers and those who want to see an unspoilt corner of Scotland, encouraging more visitors and longer stays which is important for the regions economy."

Laurie Piper, Operations Manager for Moray Speyside Tourism added: "We are seeing an increase in visitors from areas where whisky sales are rising but we’re also experiencing the positive impact of our ongoing campaigns in key international markets and engagement with the worldwide travel trade. For example, last year, Moray Speyside welcomed a group of 20 travel trade buyers, showing them around the region and introducing them to local businesses. Only one of those operators had been here before. More than half of the businesses who took part have seen an immediate increase in business, with the rest expecting increased numbers imminently. We may be famous as Malt Whisky Country, but Moray Speyside has so much more to offer and we’re now seeing the benefit of our work to showcase this diversity.”

Overall the latest figures for 2017 show that visitor numbers increased to 806,190 in 2017 supporting 2,846 full-time jobs and these figures give a good indication that the area is on target to double the value of tourism to the region to over £160m per year by 2025.

Welcoming the figures, Sheena Thompson, co-owner of recently opened five star B&B Blervie house which is located at Rafford near Forres, said: "Some guests come for the whisky and some book to stay with us on their driving tour of Scotland. However all guests find when they stay with us that Moray is such a revelation to them that the most common comment is we didn’t know what to expect we wish we had booked to stay longer. There is something here in Moray for everyone absolutely - history, natural beauty, beaches, rivers, distilleries, activities, castles, wildlife, weather - staying at Blervie is a fabulous base for exploring it all and find time for reflection of the day in evening to enjoy the quietness and stunning evening sunsets. We love the area so much and we love to spend time helping guests choose an itinerary that works for them."
 

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