Scotland’s Whisky Tourism Is Booming in 2025, But Not Where You’d Expect

Scottish whisky tourism is thriving. Distilleries across the country welcomed far more visitors last year than before. Among whisky enthusiasts, a striking trend is emerging.

The recent dip in whisky sales has had little impact on whisky tourism. In 2025, fans visited distilleries far more often than in previous years. And it’s not just about the whisky: it’s about much more.

According to figures from Braw Scottish Tours, whisky tourism isn’t solely about the “water of life” and tasting it—it’s about a complete experience. Travelers want to immerse themselves in the culture, history, and landscapes behind the whisky.

Scotland is the perfect destination for that. Not only does it boast a rich whisky culture and heritage, but many distilleries are set amid vast, unspoiled natural landscapes.

Scotland also has a deep history reflected in its many striking buildings, from castles to country estates. You’ll find them scattered across the country, from Campbeltown to Islay.

Among the whisky tourists flocking to Scotland, a notable shift is underway. Islay and Speyside have long been the main draws for aficionados. In 2025, however, the Lowlands and Highlands gained significant ground.

That momentum is thanks to the scenic routes and castles surrounding many distilleries. While the previously mentioned regions remain the most popular, they are ceding some share to the others.

Visitors coming to Scotland for its whisky and distilleries arrive from all over the globe. Europe in particular sees many travelers from the United States and Asia.

In recent years, distilleries have also drawn more people with interactive exhibitions, tastings of exclusive whiskies, and standout whisky accommodations such as the recently opened Ardbeg House in Port Ellen, which is completely in the style of the whisky brand.