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Article published 08/05/2025

The Spirit of Speyside Whisky Festival has announced another year of increased sales, with nearly 9,000 tickets sold for the first time.

Celebrating its 26th anniversary, the festival has grown in stature, establishing itself as one of the world’s largest. It's also a major contributor to the local economy. Supported by 74 members and 43 partners, including EventScotland, there are over 600 events across the six days.

In 2024, the festival had a 23% increase on sales from the year before. However, this year the first time the festival came close to a record-breaking £450,000 of sales, including their Whisky School which takes place over four days.

The festival also had an increase of over 1,000 more tickets sold than in their 25th anniversary year.

Whisky Barrel Build Experience. © Spirit of Speyside

Visitors from 37 countries descend on Speyside, contributing to over 50% of overseas ticket sales with Germany, the US, the Netherlands, and Canada purchasing the most outside of the UK.

Billed as one of the largest international events of its kind anywhere in the world, organisers said the festival relies on the Speyside businesses and community to create a programme of unique experiences for visitors that are not just whisky aficionados.

The festival is packed with a range of diverse events, such as:

  • coopering masterclasses
  • barbecues
  • wildlife walks
  • the Dram Train
  • music events
  • canoeing down the river whilst stopping for a Speyside malt

The festival kicked off in style on Wednesday with 91 events taking place, concluding in the evening with the renowned "Touch of Tartan" opening event.

Co-hosted by Speyside distillers, the opening event, this year, was held at the Macdonald Highlands Hotels in Aviemore. Over 300 guests gathered for an evening of celebration, where the winners of the prestigious annual whisky awards were also announced. 

We can’t do this Festival without the support of the local community. It’s vital not just for the businesses but also it’s there for the locals to enjoy the buzz for six days.

With visitors coming from all over the world, it’s an opportunity to meet new people, have some fun, enjoy the stunning scenery along with a brilliant week of events.

Henry Angus, Chairman, Spirit of Speyside Whisky Festival

The Spirit of Speyside Whisky Festival shows the vital role events play in Scotland’s visitor economy - supporting communities, creating jobs, and showcasing our culture to the world.

It is part of an exciting portfolio of events, taking place across the country, that we are supporting to deliver a wide range of economic and social benefits and strengthen Scotland’s position as a world-leading tourism and events destination.

Rob Dickson, Director of Industry and Events, VisitScotland

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