The Edinburgh attraction is the only one of its kind to tell the story of Scotland’s national drink.
Head of business development Pietro Cecchini explains how the number of visitors who come to hear it are increasing.
The Scotch Whisky Experience’s story
Distilling excellence and a celebration of Scotch for new audiences.
When the Scotch Whisky Experience opened in 1988, it became a beacon for whisky enthusiasts. Over three decades later, the unassuming building near Edinburgh’s famous castle remains one of the city’s top attractions, its deep-rooted passion for Scotch and unparalleled visitor experience drawing in more and more international visitors. The five-star attraction’s never-ending quest for excellence and unwavering commitment to immersing visitors to Scotland in whisky’s rich heritage affects all aspects of its operations.
“We have an amazing team whose whisky knowledge is unparalleled — within it are two Keepers and two Masters of the Quaich. There’s really nowhere better to learn about whisky,” says Pietro Cecchini, the Scotch Whisky Experience’s head of business development.
And travelers are noticing — since 2019, the Scotch Whisky Experience has seen a four-fold increase in visitors booking with GetYourGuide.
Its meticulously crafted tours and tastings are praised for their authenticity, educational value, and overall enjoyment. The team continuously engages with guests, seeking opportunities to improve the experience. Here, Pietro shares the evolution of the Scotch Whisky Experience and highlights how its relentless pursuit of perfection and its relationship with GetYourGuide is attracting more and more visitors and widening its appeal.
What is the Scotch Whisky Experience in a nutshell?
“We’re a multi-award-winning, five-star visitor attraction in the heart of Edinburgh’s Old Town. We were established in 1988 and are the only visitor attraction in the world to tell the whole story of Scotch whisky. We have multilingual tours, interactive tasting sessions, an award-winning restaurant, and two whisky bars with around 500 whiskies.”
How did you come to be at the Scotch Whisky Experience?
“I’ve been working in Scottish tourism for about 30 years with the National Trust for Scotland, the Royal Collection Trust, and the predecessor to VisitScotland, but I wish I’d discovered Scotch whisky when I started my career. Working with the team here and with this product is phenomenal.”
What do you mean by the “whole story” of Scotch whisky?
“We cover the breadth of Scotland’s five whisky-producing regions and their unique characteristics to give visitors that full experience. We were set up by the Scotch whisky industry 36 years ago when distillers came together to create a showcase for whisky in Scotland’s capital.
One hundred percent of our profits are reinvested into the venue, new visitor experiences, staff welfare, and local community projects. Our mission is to help the world fall in love with Scotch whisky. Or help them love it even more.
The Scotch Whisky Experience partnered with GetYourGuide in 2019. Was that your decision?
“I’d worked with GetYourGuide in previous roles when OTAs were an exciting disruptor to the market. When I joined the Scotch Whisky Experience, I saw an opportunity and reached out to my contact at GetYourGuide.
We began with the Silver Tour and have since added the Gold Tour in 2021, which includes a five-whisky tasting, and, most recently, our Originals by GetYourGuide tasting experience.
Was there something specific that you thought GetYourGuide could bring?
“Working with OTAs like GetYourGuide brought several advantages. Our market remains 70–80 percent international visitors, but it has helped us build the volume and focus on capacity year-round. We operate 364 days a year. We don’t really need OTAs in the height of our busiest days in summer, but like everyone, we always have tactical gaps to fill. GetYourGuide’s market intelligence, customer service, and language translations are invaluable to us.
That volume of business, repeat customers, and the trustworthy brand association have significantly benefited us.
Our account managers at GetYourGuide always feel like part of the family, and they align with the Scotch Whisky Experience’s values. It’s amazing support to us and all very equitable.
What tools or resources does GetYourGuide offer that help you with the business?
“The GetYourGuide portal gives us access to booking stats and patterns, and we use their API for seamless booking integration with our website. We can benchmark our performance against industry norms, which is helpful for strategic planning. And the API setup was the easiest we’ve had.”
What does a quality experience look like at the Scotch Whisky Experience?
“We want visitors to leave with a smile, feeling entertained, enlightened, and enriched. We strive for excellence at every stage of the visitor experience. Our values of authenticity, passion, learning, excellence, and fun are integral to everything we do. Our Silver Tour is our introductory family-friendly tour. When it comes to the tasting, we offer our other national drink, Irn-Bru, for children.”
What is the process of evolving products or creating new experiences?
“The team is actively involved in decision-making, with weekly, quarterly, and annual meetings. We listen to our visitors, conduct market research, and gather feedback from multiple sources. We regularly review our products, and if something’s not quite right, the team addresses it immediately, whether it’s a quick fix or something bigger that requires investment.”
Do reviews also play a big part?
“Absolutely. We always encourage visitors to share their experiences when they book with GetYourGuide; it’s vital for our business and helps us understand what our visitors want and how we can improve.
We engage with many tourism businesses and share information, too. Scotland’s tourism community is like a big family, and we’re always seeking feedback on how to improve.
And even internally, every manager does a tour every month to see things from a different perspective and provide feedback. Every interaction with a guest is an opportunity to tweak and perfect our tours.
Do you update the imagery and content as you evolve, too?
“Quality imagery is crucial for showing what we do. Our building may look small from the outside, but it’s like Doctor Who’s TARDIS. Five floors. We invest in new imagery regularly, and accurate descriptions help the customer decide.
We work with GetYourGuide content to make sure the tone is right. They often support us with social media content, which we can amplify on our channels, and they even wrapped up a bus to promote us on GetYourGuide.”
Do you have many returning guests who might experience something new each time?
“We often hear from guests who enjoyed their visit so much that they bring their family, book corporate events, or even weddings with us. Our team’s engagement and the relationships we build play a big role in this.
Many of our staff have been with us for years and have launched careers in the industry, maintaining connections that bring people back to us. And the storytelling of our guides in our tours is masterful. You just get absorbed in it.”
What drives you in your role?
“I’m extremely proud of our five-star rating and the team. We’re all dedicated to understanding and meeting our visitors’ needs. We constantly invest in new projects to ensure we lead the industry. That commitment to excellence and continuous improvement is everything.”
Key Takeaways
- The number of visitors to the Scotch Whisky Experience via GetYourGuide has increased by more than 400 percent in five years.
- The company constantly evolves and adds products to encourage new and returning visitors. In 2024, an Originals by GetYourGuide experience was added.
- The Scotch Whisky Experience has optimized availability to customer booking patterns. They captured more last-minute bookings with shorter cut-offs and increased off-season visibility.
- The company works with GetYourGuide to ensure content is optimized and represents the visitor experience. Social media and advertising support increases visibility.
- The Scotch Whisky Experience invests in new imagery regularly as experiences evolve. Accurate descriptions and evocative photography help customers decide to book.
- API integration with GetYourGuide and the availability of data like booking patterns and industry benchmarks help with strategic planning.
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