Johnnie Walker Princes Street wins top accolade at "tourism Oscars"

The Johnnie Walker Princes Street experience has won a top tourism award.

Published 4th Dec 2023
Updated 4 th Dec 2023

Johnnie Walker Princes Street has been crowned the World’s Leading Spirit Experience by the World Travel Awards (WTA).

The global flagship visitor experience for Johnnie Walker, which opened its doors in September 2021, has quickly established itself as one of Scotland’s leading attractions for international and local visitors.

It was created as part of Diageo’s £185million investment in Scotch whisky experiences, that was designed to put Scotch and Scotland at the pinnacle of global food and drink tourism.

The award from WTA, dubbed the ‘tourism Oscars’, adds to a growing trophy cabinet at Johnnie Walker Princes Street with a host of awards recognising the quality of the experience it offers its guests.

Rob Maxwell, head of Johnnie Walker Princes Street, said: “Everyone associated with Johnnie Walker Princes Street is enormously proud of this award.

“When we set out to create Johnnie Walker Princes Street, we had the ambition of putting Scotland at the forefront of global food and drink tourism, and this award is recognition that we have made great strides towards that ambition.

“We are now focused on the future and building on this award to make Johnnie Walker, Scotch whisky and Scotland even more successful.”

Malcolm Roughead, chief executive of VisitScotland, added: “Congratulations to Johnnie Walker Princes Street.

"This achievement recognises the investment and time that has been put in by Diageo and the team at Johnnie Walker Princes Street to create a truly world-class visitor experience.

“Research continues to show visitors love to connect with the people and places associated with our iconic food and drink.

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"Whisky has huge international appeal, and this award confirms the important role it plays in the Scottish tourism experience.”

The award comes at a time when Scotch whisky is, once again, drawing millions of visitors to Scotland and is back to pre-pandemic levels, according to the Scotch Whisky Association.

Johnnie Walker Princes Street awards

Since opening, the landmark experience has welcomed over 700,000 visitors, with guests from 131 countries across the world.

Immersive story-telling and world-class technological design personalises the flagship tour per guest, before taking them on an adventure through the 200-year-old history of Johnnie Walker, and how pre-conceived ideas of how whisky should be enjoyed are being challenged.

Alongside this accolade the venue has secured several other international awards this year, including, Europe's Leading Spirit Tourism Experience at The World Travel Awards in October; Transform Magazine’s Best Brand Experience in Europe, and Visitor Attraction of the Year as part of Whisky Magazine’s Icons of Whisky programme.

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Located in Edinburgh, Johnnie Walker Princes Street offers various experiences across its eight-floors, with guided tastings and tours, plus a retail area complete with a ‘Fill Your Own’ station and much more.

Johnnie Walker Princes Street, Princes Street, Edinburgh, UK
Johnnie Walker Princes Street, Princes Street, Edinburgh, UK, EH2 4BL
Known for cake making, experimental jam recipes, Champagne, whisky and gin drinking (and the inability to cook Gnocchi), Rosalind is the Food and Drink Editor and whisky writer for The Scotsman, as well as hosting Scran, The Scotsman's food and drink podcast.
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