The Development of Whiskey Tourism in Northern Ireland – Market characteristics and potential demand

This paper presents the findings of a larger study that aims to assess the potential that whiskey distilleries and their visitor centres can make towards developing the tourism product of Northern Ireland. The authors aim to identify the profile of the potential whiskey tourist to Northern Ireland, assessing potential demand. This research utilises a survey methodology incorporating an online questionnaire of potential whiskey tourists to Northern Ireland. The work draws on previous research within the field of wine/gastronomy tourism and applies the theories to whiskey tourism where comparisons are drawn and new ideas formed.The research presents the views of potential tourists to whiskey tourism and as such provides insight to the potential of whiskey tourism as part of the broader cultural/heritage tourism product of Northern Ireland. The findings indicate there is huge potential in the development of whiskey tourism in Northern Ireland, from a demand perspective, and provides recommendations for future research and the future development of the whiskey tourism offering in Northern Ireland.