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Scotch Whisky Experience hails seven years of growth

Tourists from England, the US, France and Germany are helping Edinburgh’s Scotch Whisky Experience (SWE) to thrive, as the attraction records its seventh consecutive year of increased visitor numbers.

The Scotch Whisky Experience is celebrating its seventh consecutive year of visitor growth

A record 308,000 people visited the attraction in 2013, up 2.5% on the previous year, with more than half of visitors embarking on its flagship barrel-ride tour.

While the majority of visitors were from England (up 16%), those from the US, France and Germany helped drive growth for the attraction.

Visitors from emerging whisky markets China, Brazil and India, took fifth, sixth and seventh positions respectively.

But despite Scotland hosting a number of major events in 2014, including the Commonwealth Games, visitor growth slowed dramatically during the year, from the 11.5% increase seen in 2013.

According to the SWE, the slowdown is as a result of fewer visitor numbers during quiet periods, particularly from the Chinese.

Julie Trevisan-Hunter, head of marketing at The Scotch Whisky Experience, said: “The profile of our international visitors reflects the increasing interest in Scotch whisky around the world. However, the traditional whisky markets of Europe and North America still remain key for us.

“The events of 2014 put Scotland on the map and we look forward to welcoming visitors from across the globe in 2015 to learn about Scotland’s national drink.”

Located at the top of the Royal Mile, the SWE features an educational tour, whisky shop and Amber restaurant and whisky bar.

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