Edinburgh, Scotland – The Scotch Whisky Experience, an internationally renowned whisky tourism destination by Edinburgh Castle, has achieved an exceptional series of wins at three major award ceremonies: The Scottish Thistle Awards, The Scottish Whisky Awards and The World Drinks Awards.

The national Scottish Thistle Awards named The Scotch Whisky Experience Scotland’s Best Visitor Attraction. The organisers, VisitScotland, describe the award as recognising “attractions which provide world class service with an authentic, memorable Scottish experience,” and commended The Scotch Whisky Experience for, “helping the world fall in love with Scotland and Scotch Whisky.” This distinction places The Scotch Whisky Experience among past honourees such as the Burrell Collection, underscoring its contribution to Scotland’s global cultural appeal.

The Scottish Whisky Awards also recognised The Scotch Whisky Experience as Tourism Destination of the Year. Completing the hat trick, on 5 December The Scotch Whisky Experience won the major category of Visitor Attraction of the year at the World Drinks Awards’ Icons of Whisky 2025.

Chief Executive Susan Morrison, said, “Each award reinforces our mission to provide an unforgettable experience for every visitor, connecting them with Scotland’s rich whisky heritage. I am especially grateful to the visitors, partners and our dedicated and passionate team for making all these achievements possible”.

“Each award reinforces our mission to provide an unforgettable experience for every visitor, connecting them with Scotland’s rich whisky heritage,” says CEO Susan Morrison (left), who has been honoured for lifetime contributions to the Whisky Industry. Julie Hunter (right) was recognised as one of the Top 100 Women in Tourism.

In addition to the organisation’s recognition, Marketing Director Julie Trevisan-Hunter was named one of the Top 100 Women in Tourism, an accolade recognising leadership and influence in Scotland’s tourism and hospitality sectors. Adding to the trophy cabinet, Annika Schneider, PA to the CEO, was named Rising Star at the regional Scottish Thistle Awards.

Chief Executive Susan Morrison also received The Scottish Whisky Awards’ Jim Swan Award, which honours lifetime contributions to the whisky industry. James Robertson, Chair of the Scottish Whisky Awards, explained, “Susan represents a vital part of the success of Scotch whisky and that is our tourism economy. She leads a team which inspires newcomers to whisky and teaches ways to appreciate and learn about Scotch.”

Susan Morrison reflected on the evolution of whisky tourism over her career: “During my career I have seen the Scotch whisky and Scottish tourism industries come ever closer together, celebrating the best aspects of Scotland and, in my view, the best people. To have been part of this journey has been a true honour.  The absolute icing on the cake is seeing so many people– both visitors and team members–who established their love of Scotch with us at The Scotch Whisky Experience. We look forward to helping visitors from around the world fall in love with Scotch whisky in 2025.”