By Caroline Mitchell, Visitor Centres Manager, Chivas Brothers.
This year Chivas Brothers is sponsoring the Best Cultural Event or Festival category at the HITA awards. As a key player and major supporter of tourism in the Highlands and Islands, we are proud to be backing the awards for a sixth successive year.
We have four whisky distilleries in the HITA area – Strathisla, The Glenlivet and Aberlour, in Speyside, and at Scapa in Orkney which opened to the public for the first time in its 130-year history.
These centres make a valuable contribution to the local economies and to the tourism industry in general. In the year until the end of June 2015, more than 76,000 people visited the four distilleries and spent over £2.5 million.
Across Scotland generally, whisky distilleries are attracting more visitors from the UK and abroad than ever before. Some 1.5 million people called at visitor centres in 2014, a rise of six per cent on the previous year and 15 per cent on 2010, according to a survey by the Scotch Whisky Association.
The importance of this market is demonstrated by the fact visitors to distilleries spent £50 million last year on tours and in shops and cafes, up from £27 million in 2010.
With these significant figures in mind, we are constantly improving facilities to make sure our visitors have the best possible experience in the Highlands and Islands when learning about our national drink and the people who help make it.
And we know what it takes to win a prestigious piper trophy. In 2013 the Glenlivet Visitor Centre picked up a HITA in the Best Visitor Attraction category, eventually going on to win the national Thistle Award .
The HITAs are fitting rewards for everyone who promotes tourism and helps raise standards for our visits guests and we wish everyone success this year.