The Scotch Whisky Experience has expanded its tour offerings to 21 languages at its Edinburgh attraction, where more than 70% of visitors come from outside the UK. The Royal Mile venue has also upgraded its translation guides, with Vietnamese its newest language option.
The expansion marks a rise from the six languages available when the attraction opened in 1988. The venue said it has added languages as its international audience has grown.
According to visitor data released by the attraction, guests from the United States account for 24% of its audience. France follows at 7%, while Germany and the Netherlands each account for 4%.
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READ THE STORYThe venue also reported rising demand for Czech, Hindi, European Portuguese and Brazilian Portuguese. It said Vietnamese has already gained traction among incoming tour groups.
Angela Dineen, operations director at The Scotch Whisky Experience, said: “People do not expect to hear the story of Scotch whisky in their own language, and when they do, it changes the whole visit. Some of the biggest reactions come from our Swedish and Dutch visitors, who tend to have excellent English and simply assume we would not have thought of them.”
Dineen linked the Brazilian Portuguese option to the attraction’s whisky collection, which was assembled by Claive Vidiz in Brazil. “Every language we add tells you something about who is coming to Scotland and why. Brazilian Portuguese is a good example because our collection was gathered by Claive Vidiz in Brazil, so there’s a great connection there for anyone coming from Brazil,” she said.
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The expanded language offering extends beyond spoken-language translation. The attraction worked with Deaf Action to develop digital guides in British Sign Language and American Sign Language, and has since added International Sign.
Visitors can access all 21 language options, the sign-language guides and other accessibility features on handheld devices supplied at the venue. The guides are included at no additional charge, allowing guests to follow the tour without using their own devices.
