The Johnnie Walker Experience has been named an official partner for next month's Scottish Golf Tourism Week, which is taking place for the first time in Edinburgh.
Previously held in Aberdeen, Inverness and St Andrews, the conference brings together more than 100 Scottish golf businesses with inbound tour operators from around the world through face-to-face appointments, familiarisation trips and nightly networking sessions. Hotels, resorts, courses and other experience providers who attended in 2025 reported an average increase in revenues of £400,000 over three years from connections formed at the three-day event.
The Johnnie Walker Experience will partner with both the conference and the accompanying Scottish Golf Tourism Awards, now in their 13th year. Launched in 2021, the eight-floor Johnnie Walker whisky tourism experience in Edinburgh is owned and operated by global drinks group Diageo.
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The brand's new subsidiary, Scotland Distilled – Diageo Whisky Experiences, will sponsor the best tour operator category where finalists include Bonnie Wee Golf, Connoisseur Golf, Haversham & Baker Expeditions, and Pioneer Golf.
“Scotland consistently punches above its weight on the world stage," said Owen Wyatt of conference organiser DC Thomson. "From golf to whisky, we create experiences rooted in place, heritage and quality that resonate far beyond our borders, and few global brands understand that better than Diageo.
“This partnership brings together two world-class assets. Scotland’s unrivalled golf offering and an iconic international whisky brand built on the same values. Working with The Johnnie Walker Experience across our 2026 events allows us to elevate every touchpoint and deliver a genuinely global guest experience.
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Ashleigh Davidson, head of business development at Diageo, added: "We're delighted to support Scottish Golf Tourism Week. Golf and scotch whisky are a natural pairing, each rooted in craft and a strong sense of place, making this partnership a perfect fit.”
The conference will take place from March 10-12 at Kimpton Charlotte Square Hotel, with the awards ceremony to be held at the National Museum of Scotland.
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