Overview: The Scotch Whisky Experience has significantly broadened its tour offerings by expanding translation guides to 21 languages. Located on Edinburgh’s Royal Mile, the venue now supports enhanced accessibility features for deaf visitors alongside its multilingual capabilities. Over 70% of guests arrive from overseas, driving the investment in diverse storytelling tools provided free of charge.
The Full Story
Built around the ethos of helping the world fall in love with Scotch whisky, the attraction has steadily expanded its language capabilities from six languages when it opened in 1988 to 21 today. New additions include Vietnamese, Czech, Hindi, and Brazilian Portuguese, with Vietnamese already seeing immediate traction among incoming tour groups. While established international markets lead overall attendance, data indicates a strong surge in demand for Czech, Hindi, and both European and Brazilian Portuguese.
Angela Dineen, Operations Director at The Scotch Whisky Experience, noted that 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 Swedish and Dutch visitors who tend to have excellent English but assume the venue would not have thought of them. Brazilian Portuguese is a good example because the collection was gathered by Claive Vidiz in Brazil, so there is a great connection there for anyone coming from Brazil.
Additionally, VisitScotland’s 2026 travel trends report highlighted a rise of ‘ScranSeekers’, travellers whose primary motivation is discovering local food and drink. By providing full translations across 21 languages, the attraction ensures international visitors can fully immerse themselves in the story of Scotland’s national drink.
Brand & Industry History
The venue opened in 1988 with six language options and has grown to support a global audience. The expansion reflects the steady growth of international markets, positioning the Royal Mile venue as one of the world’s most globally welcoming whisky destinations.
What This Means
The data shows how multilingual storytelling is opening Scottish heritage to an increasingly diverse global audience. Providing full translations ensures international visitors can fully immerse themselves in the story of Scotland’s national drink without relying on personal devices.
Consumer Takeaway
All 21 language options, digital sign language guides, and accessibility features are provided free of charge on handheld devices supplied on site. Every visitor can switch off their personal devices and experience Scotland’s whisky story in their own language or through British Sign Language (BSL), American Sign Language (ASL), and International Sign.
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