Johnnie Walker Princes Street named Europe’s leading Spirit Tourism Experience


Johnnie Walker Princes Street has been named Europe’s Leading Spirit Tourism Experience at the World Travel Awards.

The centrepiece of Diageo’s £185million investment into the Scotch whisky tourism, it 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.

Voted for by the public and tourism experts, the 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.”

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.”