Since opening in 1988, up on the Royal Mile right by the gate into Edinburgh Castle, the Scotch Whisky Experience has become an essential part of the capital city’s tourist trail.
That valuable contribution to the visitor industry was this year recognised by a veritable barrel-full of trophies gleaned from three separate industry ceremonies – the Scottish Thistle Awards, the Scottish Whisky Awards and the World Drinks Awards.
Foremost amongst these, the national Scottish Thistle Awards named The Scotch Whisky Experience as Scotland’s Best Visitor Attraction.
The Thistle organisers, VisitScotland, describe the award as recognising ‘attractions which provide world class service with an authentic, memorable Scottish experience’, and commended The Scotch Whisky Experience for ‘helping the world fall in love with Scotland and Scotch Whisky’.
The Scottish Whisky Awards also recognised the SWE as Tourism Destination of the Year.
Completing the hat trick, just last week the SWE won the Visitor Attraction of the Year category at the World Drinks Awards’ Icons of Whisky 2025.
SWE chief executive Susan Morrison said: “Each award reinforces our mission to provide an unforgettable experience for every visitor, connecting them with Scotland’s rich whisky heritage.
“I am especially grateful to the visitors, partners and our dedicated and passionate team for making all these achievements possible”.
As well as recognition for the organisation, several individuals within the SWE team have received awards for their work.
Marketing director Julie Trevisan-Hunter was named one of the Top 100 Women in Tourism, an accolade that recognises leadership and influence in Scotland’s tourism and hospitality sectors.
Adding to the trophy cabinet, Annika Schneider, PA to the CEO, was named Rising Star at the regional Scottish Thistle Awards.
CEO Morrison herself received The Scottish Whisky Awards’ Jim Swan Award, which honours lifetime contributions to the whisky industry.
Chair of the Scottish Whisky Awards, James Robertson, explained: “Susan represents a vital part of the success of Scotch whisky and that is our tourism economy. She leads a team which inspires newcomers to whisky and teaches ways to appreciate and learn about Scotch.”
Morrison commented: “During my career I have seen the Scotch whisky and Scottish tourism industries come ever closer together, celebrating the best aspects of Scotland and, in my view, the best people.
“To have been part of this journey has been a true honour. The absolute icing on the cake is seeing so many people – both visitors and team members – who established their love of Scotch with us at The Scotch Whisky Experience.
“We look forward to helping visitors from around the world fall in love with Scotch whisky in 2025.”
