Welcome to the Malt Whisky Trail
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The Malt Whisky Trail in Scotland generated over £53 million in revenue from visitors in 2016. To increase tourism, they launched a new website to plan visits, created engaging content, and targeted whisky enthusiasts, connoisseurs, and short-break visitors. Through increased social media presence, media visits, and partnerships, they saw large growth in online followers and engagement. Their goals are to continue expanding the Trail's profile and integration with local tourism groups.
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As Owner – Editor of IrishWhiskey.com, IrishWhiskey.fr and a new Irish Whiskey Tourism site DublinWhiskeyTrail.ie, Stuart is passionate in his promotion and support of the international renaissance in Irish whiskey and even more passionate about supporting quality and innovation in the Irish Whiskey sector.
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The Crail Food Festival has grown significantly over the past 5 years in attendance, participants, and economic impact on the local community. Based on visitor and producer feedback from 2014, the 2015 plans include expanding the number of participating producers and food-related activities, improving accessibility and facilities, increasing promotion through social media and public relations, and establishing a Scottish Charitable Incorporated Organisation to further support the goals and viability of the festival going forward. The budget has been increased to accommodate these growth plans while continuing to rely on funding from local and national sponsors.
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The Snow Roads Scenic Route 1
The document discusses developing snow roads in Scotland as a scenic route based on lessons from Norway. It aims to create enhanced viewpoints along the route through the Cairngorms to link communities, businesses, and attractions. Three national competitions will be held for newly qualified architects and landscape architects to develop designs for sites like Corgarff, Glenshee, and Tomintoul to improve the visitor experience along the highest public road in Britain between Cock Bridge and Tomintoul. The goal is to promote the snow roads as a must-do scenic route to create an authentic experience and better understand the markets to provide businesses tools to bring this world-class destination to life.
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This document discusses Scotland's towns and supporting their development. It focuses on principles like having town centres as a priority, accessible public services, proactive planning, digital advancement, vibrant local economies, and enterprising communities. It also mentions ongoing and future demonstration projects around housing, digital advancement, low carbon initiatives, and enterprise. The organization providing this information is looking toward expanding their work in the coming years.
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This document summarizes research conducted on the Snow Roads, a 90-mile scenic route in Scotland. Key findings include:
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The document outlines the agenda for the #MSTCONF17 conference. It discusses VisitScotland's 2016 Growth Fund and digital tourism projects. The agenda includes presentations on the future of the web, Scotland's towns partnership, TripAdvisor, the Malt Whisky Trail, and UK Inbound. Breakout sessions will cover VisitScotland, Cairngorms National Park, and an ultimate road trip in Scotland. The conference aims to share updates on marketing Scottish tourism.
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Welcome to the Malt Whisky Trail
- 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
- 6. 2017 THE MALT WHISKY TRAIL • Exhibited at Visit Scotland Expo and Distilled • Launched podcast on i-tunes
- 7. THE MALT WHISKY TRAIL • Increased social media presence by 853%
- 8. • High profile media and influencers visiting The Trail THE MALT WHISKY TRAIL
- 9. • October media trip took place in which top UK and international whisky, travel and feature writers THE MALT WHISKY TRAIL
- 10. THE MALT WHISKY TRAIL • National Geographic visited The Trail
- 11. • Weekly blog and fortnightly e-newsletter THE MALT WHISKY TRAIL
- 12. • News coverage from across the world
- 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
- 19. Results THE MALT WHISKY TRAIL Facebook followers 445 7,337 Twitter followers 427 2,701 Instagram followers 268 828 Website followers ~5,000 52,666 Newsletter followers 0 1,500 Engagement followers 0.7% 5.4%
- 20. THE MALT WHISKY TRAIL We Won! We Work Together
- 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