This case study is part of our visitor economy series, showcasing the widespread benefits of tourism and events in Scotland.
We spoke to Spirit of Speyside Whisky Festival to hear more about how the visitor economy supports wider supply chains and positively impacts the local community in Moray Speyside.
The Spirit of Speyside Whisky Festival is now in its 26th year and attracted visitors from 39 countries last year with Germany, US, Netherlands and Canada purchasing the most tickets, outside of the UK, for events.
As an international festival, it’s not just for the whisky connoisseur. It’s for people who want to learn more about whisky making, the malting and distillation process and often the chance to get behind the scenes accessing distilleries that aren’t always open to the public. For some, it’s the opportunity to sample some rare and sought after whiskies, not always available for public sale. Also, it's for people who may be starting out on their whisky journey and fancy attending some fun events - where they’ll be welcomed with a dram and a chance to meet people from all over the world.
There are plenty of different kinds of events too – coopering, walks, canoeing, BBQs, ceilidhs – there's something for everyone.
Opening Dinner at Glenfiddich 2022 / Lyndsay Robertson Photography
We work with lots of partners to bring this festival together. From hotels and restaurants to companies like Johnstons of Elgin, Walkers Shortbread and HOWDEN Insurance, all who support the festival.
We’re also reliant on getting the message out there, so on our 25th anniversary we were lucky enough to secure The Times to be a media partner. That helped spread the word as well as all other coverage we get in print, magazines and by creating a special press trip for key journalists, that we do prior to the festival to garner as much coverage UK wide and beyond, as we can.
For the first time in 10 years, we carried out an economic impact assessment during the last year's 25th anniversary festival. This revealed that we estimate that there's a value of approximately £2.23 million of direct visitor expenditure prior to, during and after the festival.
Expenditure at the festival supports around 15 full time jobs and in turn supports up to 20 full time jobs in the economy. This is because of direct and indirect expenditure impacts.
85% of the economic impact created has been additional to the local economy and 57% is additional to Scotland as a whole. Potential future expenditure of £1.6 million has been created from returning visitors due to hosting the festival in Speyside.
We can’t do this festival without the support of the local community. It’s vital not just for the businesses but also it's for the locals to enjoy the buzz for six days.
There's such a diverse range of events, we want to encourage the locals as much as we can to attend. Often things that are on your doorstep can be overlooked, because you feel like you already know it.
As visitors coming from all over the world to this festival, it’s a chance to meet new people, have some fun, find out what this festival contributes to the local economy - and be part of it.
Whisky Museum in Dufftown
It's so important to us. This festival was born out of highlighting one of Scotland’s best exports from this beautiful part of the world.
With over 55 distilleries in Speyside alone, that's an incredible statistic, it means that a lot of the locals are immersed in working in the industry. But it also attracts so many visitors to the area, of which over 50% are from overseas.
We don’t just want to showcase whisky, but also the beauty of Speyside and the friendliness of its people - which we're famed for.
We'll continue to build on that as the years go on, and promote this festival as far and wide as we can, as one of the world’s biggest and best.
