The Famous Grouse Experience at Glenturret Distillery in Crieff has become the latest business in the country to sign up to VisitScotland’s Information Partner (VIP) programme.

Scotland’s most visited and oldest working distillery has now joined an exclusive network of VisitScotland Information Partners (VIPs) by committing to actively promote Crieff and the wider Perthshire area, and services offered by local businesses.

Launched in May 2016, the VIP programme ties in with VisitScotland’s global Spirit of Scotland campaign and harnesses the local knowledge, warmth and enthusiasm of partners across the country to help visitors receive the warmest of welcomes and make the most of their trip to Scotland.

From a luxury chocolate factory and café in the most north-westerly village on mainland Scotland to a gemstone museum in Dumfries & Galloway, and from award-winning restaurants in central Glasgow to libraries in Banchory and Inverurie, the programme includes partners in every region of Scotland and covering all tourism businesses.

The programme has taken the country by storm since it was launched with visitor attractions, accommodation providers and social enterprises all joining up to do their bit to ensure visitors receive first-class information about the local region and Scotland as a whole.

Jamie Morrison, Assistant Visitor Experience Manager at The Famous Grouse Experience at Glenturret Distillery, is responsible for managing the VIP programme at The Famous Grouse Experience.

He said: Crieff and the wider Perthshire region have a host of things to see and do for visitors and we have a real sense of pride in being part of this exciting scheme.

“The Famous Grouse Experience welcomes over 80,000 visitors each year and the VIP programme is a great opportunity for our staff to further share their wealth of local knowledge to help showcase the tourism offer in the area.

“By joining the VIP programme, not only are we helping to further strengthen and enhance the overall visitor experience at The Famous Grouse and Perthshire, we are working together to raise the profile of Scotland as a whole.”

Jim Clarkson, VisitScotland Regional Partnerships Director, said: “We are delighted to welcome The Famous Grouse Experience at Glenturret Distillery to our VIP programme as recognition of the role staff at this hugely popular attraction already play in promoting their local area.

“This region boasts a multitude of things for visitors to see and do and we look forward to working with The Famous Grouse at Glenturret to ensure that visitors receive the best local information from a variety of providers.

“VisitScotland’s VIP programme aims to ensure that all tourism providers can be local ambassadors and help provide information, assistance and advice on all there is to see and do here. This follows a growing trend among consumers to use online resources to plan their trips and we now have partners throughout the country providing high quality information and advice to visitors with whom they interact.”

The VIP programme forms part of VisitScotland’s focus on information which also includes a global online community to allow Scots and those who love Scotland to bring alive the streets, characters and landscapes of our country.

It ties in with VisitScotland’s global Spirit of Scotland campaign, harnessing the local knowledge, warmth and enthusiasm of staff at the attractions helping visitors make the most of their trip to Scotland.

The VisitScotland Information Partner programme is open to all Quality Assured businesses, as well as community groups, local authority-operated library services and social enterprises.

VisitScotland provides the partner sites with official signage and collateral, promotional material and information resources to make sure visitors receive first-class information about the local region and about Scotland as a whole.

Businesses and groups who sign up to the programme also become part of the accredited iKnow Scotland programme, meaning that they have made a commitment to provide local information on a range of key topics. Businesses that are part of the programme are easily recognisable by the ‘iKnow Scotland’ branding displayed at their business. For more information, visit


To find out more about the VisitScotland online community, visit: