3. • £53 million worth of revenue was generated by visitors to
Scotch distilleries in 2016.
• Average spend per person rising by 13% (2015 - 2016)
• Increase partly credited to weakness of the pound.
• Whisky is Scotland’s most popular export, turn it into
tourism.
• Visitors came from Germany, Scotland and other parts of the
UK, the USA, and France.
• Successful whisky festivals, such as Spirit of Speyside,
Distilled, etc.
The Opportunity THE
MALT
WHISKY
TRAIL
4. What is The Malt Whisky Trail ? THE
MALT
WHISKY
TRAIL
The Glenlivet
5. Our Activity
• Launched a new digital destination www.maltwhiskytrail.com
• Itinerary tool to plan your trip
• Engaging content to help potential visitors re-imagine The
Trail
• Target set geared towards increasing visitor footfall to the
area by 10% over the next 5 years
• Target four consumer profile; whisky enthusiasts, whisky
connoisseurs, visitors looking for ‘authentic Scotland’ and
short-break visitors
2016
THE
MALT
WHISKY
TRAIL
16. • Working with Moray Speyside
and Visit Scotland
• Partnered with Whisky Galore
film to have Malt Whisky Trail
promoted in all DVDs sold across
UK and USA
THE
MALT
WHISKY
TRAIL
17. Digital Strategy: Building Firm Foundations THE
MALT
WHISKY
TRAIL
Useful, interesting & storytelling content
Website content
(including blogs)
Book a trip
to the Trail
Newsletter
subscriptions
Share & engage
with content
Podcast
Listens
21. Our aims for the future
• Increase profile of The Trail
• Continue growth on social media
• Integration of PR, Digital and Activity themes working with
Visit Scotland, Moray Speyside Tourism and Spirit of Speyside
Festival
• Cross promotion of businesses, visitor attractions &
organisations within MWT area
• High profile media visits and reviews
THE
MALT
WHISKY
TRAIL
22. 10 ways you can get involved with
The Malt Whisky Trail
1. Share!
2. Tag us!
3. Tell us!
4. Display it!
5. Locate it!
6. Events!
7. Welcome it!
8. Subscribe!
9. Review it!
10. Spread the word!
THE
MALT
WHISKY
TRAIL
