The Malt Whisky Trail has launched a new digital guide to lure an extra 70,000 whisky fans to Speyside over the next 5 years.
Its new interactive website – maltwhiskytrail.com– offers visitors information about the eight whisky distilleries and cooperage that make up the popular trail, as well as suggesting top activities and food destinations in the surrounding area.
Chairman of the Malt Whisky Trail, James Johnston said, “The brand transformation is designed to make it easier for visitors to plan their trip to Speyside. The website is part of a major initiative to promote the Speyside region as not just ‘Malt Whisky County’, but so much more.”
The Malt Whisky Trail expects the site to “reawaken the sleeping giant of the whisky and tourism industry” by increasing visitor footfall to the area by 10% over the next 5 years.
According to Moray Speyside Tourism, the region welcomed over 700,000 visitors in 2015, which brought £105.7m to the local economy.
Jo Robinson, VisitScotland Regional Director, described the initiative as an important tool to bring new audiences to the iconic trail, which was founded in 1950.
He said, “Whisky is one of Scotland’s biggest attractions, with one in five visitors making a trip to a distillery during their stay. It is therefore very important we continue to promote our world famous whisky heritage.”