Scottish Golf Tourism Week and The Johnnie Walker Experience have announced a new partnership that will see Scotland’s leading B2B golf tourism events link up with the award‑winning whisky attraction when they arrive in Edinburgh for the first time this March. The collaboration positions Johnnie Walker Princes Street as Official Whisky Experience Partner to both Scottish Golf Tourism Week and the Scottish Golf Tourism Awards, which together attract delegates and tour operators from across the globe.
Capital debut for flagship industry week
The 2026 edition of Scottish Golf Tourism Week will be staged at the Kimpton Charlotte Square Hotel in Edinburgh from 10–12 March, marking the event’s debut in Scotland’s capital. Billed as the country’s longest‑running and most established B2B golf tourism showcase, the week brings together around 100 Scottish golf and hospitality suppliers with international tour operators for thousands of face‑to‑face meetings, networking sessions and familiarisation trips designed to grow inbound golf tourism.
Organisers describe the event as a “unique platform” for Scottish businesses to connect directly with global buyers and reinforce the country’s status as “the Home of Golf”. Previous editions have been credited with delivering a forecast average turnover increase of more than £215,000 per participating supplier over the three years after attending, underlining the commercial weight behind the gathering.
Official Whisky Experience Partner
Under the new agreement, The Johnnie Walker Experience will support both Scottish Golf Tourism Week and the Scottish Golf Tourism Awards as Official Whisky Experience Partner. The partnership will showcase the Princes Street venue – recently recognised as the World’s Leading Spirit Tourism Experience 2025 – to Scottish businesses and visiting golf tour operators through curated experiences and hosted events during the week.
As part of the deal, guests attending the 13th Scottish Golf Tourism Awards will be treated to a signature Johnnie Walker whisky toast, continuing what organisers describe as a staple tradition of the annual ceremony. The brand’s new subsidiary, Scotland Distilled – Diageo Whisky Experiences, will also sponsor one of the night’s marquee honours, the Best Tour Operator award, which this year features finalists including Bonnie Wee Golf, Connoisseur Golf, Haversham & Baker Expeditions and Pioneer Golf.
“Two world‑class assets” for Scotland
Owen Wyatt, chief growth officer at DC Thomson, the company behind Scottish Golf Tourism Week and Awards, said the tie‑up underlines the way Scotland’s leading brands can work together to project confidence on the world stage. “Scotland consistently punches above its weight on the world stage,” he said. “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,” Wyatt continued. “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”. He added that the ambition is “not just to grow in scale, but to lead on substance”, arguing that collaborating with a partner of Johnnie Walker’s calibre helps showcase “Scotland at its most confident, compelling and internationally relevant”.
Whisky meets golf tourism
The Johnnie Walker Experience, which has welcomed more than 1.5 million visitors since opening in 2021, guides guests through the 200‑year story of the brand using immersive storytelling, interactive tours and cocktail‑led hospitality. For Scottish Golf Tourism Week, the attraction’s role is expected to emphasise the natural alignment between Scotland’s two most recognisable global exports: golf and Scotch whisky.
Ashleigh Davidson, head of business development at The Johnnie Walker Experience and Diageo’s Malt Brand Homes, said the collaboration felt like an obvious next step. “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,” she explained. “At The Johnnie Walker Experience, we offer an exciting, modern take on Scotch whisky, and we look forward to sharing our award‑winning visitor experience with attendees in Edinburgh”.
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Raising the bar for delegates
With the 2026 programme set to combine business meetings, familiarisation trips to leading courses and exclusive evening events, the addition of Johnnie Walker Princes Street is expected to enhance both the daytime and after‑hours itinerary for delegates. Organisers say the aim is to create a seamless experience that reflects the premium standards international buyers now expect from Scotland’s golf and hospitality sector.
For tour operators weighing up future itineraries, the partnership also serves as a live case study in the sort of collaborative, place‑based product Scotland wants to showcase – pairing world‑class golf with high‑end food, drink and cultural experiences. As Scottish Golf Tourism Week prepares to tee off in Edinburgh for the first time, both parties will be hoping the new alliance helps drive the next wave of golf visitors to the Home of Golf, dram in hand.
