Whiskey Tourism Market Size To Reach $36.30 Billion By 2030

Whiskey Tourism Market Growth & Trends

The global whiskey tourism market size is expected to reach USD 36.30 billion by 2030, and is projected to grow at a CAGR of 9.9% from 2024 to 2030, according to a new report by Grand View Research, Inc. Whiskey tourism has emerged as a major trend, drawing enthusiasts from around the globe to explore the rich heritage and craftsmanship behind their favorite spirits. Distilleries are increasingly investing in immersive visitor experiences, transforming tours into comprehensive journeys through the world of whiskey. This trend is exemplified by the Kentucky Bourbon Trail, which has seen a significant uptick in visitor numbers as bourbon fans flock to experience its diverse offerings.

Destinations like Angel’s Envy in downtown Louisville, which recently completed an extensive expansion, and Heaven Hill’s two sites, Heaven Hill Bourbon Experience and Evan Williams Bourbon Experience, are at the forefront of this trend. These facilities are not just about tasting but offer in-depth explorations of the whiskey-making process and the history behind the brands.

The impact of these investments is also evident in Scotland, where Diageo has made substantial contributions to whiskey tourism. Following a substantial investment to rejuvenate Scotland’s whiskey tourism sector, Diageo’s new and renovated sites are capturing the attention of visitors. The Johnnie Walker Experience in Edinburgh, for instance, has quickly become a major draw, offering an engaging way to experience one of the most iconic whiskey brands. Meanwhile, distilleries like Talisker on the Isle of Skye and Oban on the west coast have seen remarkable increases in visitor numbers, highlighting the appeal of both accessible and remote whiskey destinations.

The trend extends beyond established locations to newer ventures as well. The reopening of the Port Ellen Distillery on Islay, a once-closed distillery that has achieved mythical status among whiskey aficionados, illustrates the growing interest in whiskey heritage. This renovation is part of a broader trend where distilleries are not only preserving historical aspects but also integrating modern sustainability practices, as seen with Port Ellen’s carbon-neutral goals and innovative distillation techniques.

In the U.S., the rise of whiskey tourism has been met with strategic enhancements to visitor experiences. The James B. Beam Distilling Co. has expanded its programming, providing unique access to its state-of-the-art Fred B. Noe Distillery and offering personalized tours led by Master Distillers. This trend towards exclusive, behind-the-scenes experiences is resonating with visitors and aligns with the broader movement towards more immersive and personalized tourism.

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Whiskey Tourism Market Report Highlights

• Based on experience type, distillery tours/tasting experiences accounted for a significant share of the whiskey tourism market. With these tours providing guests with more than simply a taste of the spirit, they are growing in popularity within the whiskey tourism sector. The popularity of gastro-distilleries, such as The Three Chimneys at Talisker, which offers a combination of fine dining and distillery tours, is attracting new customers by matching whiskey with excellent, regionally inspired food.

• Based on whiskey type, craft whiskey is expected to grow at a significant rate from 2024 to 2030. Tourism is expected to increase as more individuals look for unique and customized drinking experiences; the Detroit region's thriving craft distillery culture is a prime example of this trend. Unique, regionally based goods are available from distilleries like Detroit City Distillery and Two James Spirits, which also provide immersive tours showcasing the creativity of small-batch spirits.

• The Europe market for whiskey tourism holds a majority share in the overall industry. Deep cultural roots and the attraction of immersive experiences are the main reasons for the market's success here. Distilleries in Scotland and Ireland are popular destinations for tourists who want to experience the distinctive flavors and age-old methods of making spirits.

Whiskey Tourism Market Segmentation

Grand View Research has segmented the global whiskey tourism market on the basis of experience type, whiskey type, and region.

Whiskey Tourism Experience Type Outlook (Revenue, USD Billion, 2018 - 2030)

• Distillery Tours/Tasting Experiences

• Whiskey Festival

• Others

Whiskey Tourism By Whiskey Type Outlook (Revenue, USD Billion, 2018 - 2030)

• Single Malt Whiskey

• Blended Whiskey

• Bourbon

• Craft Whiskey

• Others

Whiskey Tourism Regional Outlook (Revenue, USD Billion, 2018 - 2030)

• North America

  • U.S.

  • Canada

  • Mexico

• Europe

  • UK

  • Germany

  • France

  • Italy

  • Spain

• Asia Pacific

  • Japan

  • China

  • India

  • Australia

• Central & South America

  • Brazil

  • Argentina

• Middle East & Africa

  • South Africa

List of Key Players in the Whiskey Tourism Market

• Diageo

• Pernod Ricard

• William Grant & Sons Ltd

• Brown-Forman Corporation

• Suntory Global Spirits, Inc.

• Bacardi Limited

• Edrington Group

• Heaven Hill Brands

• Chivas Brothers Ltd

• LVMH