Hoppy = happy travelers: why your DMO should get in the spirit of distillery tourism

Distillery tourism has emerged as a booming sector in the travel industry, offering visitors a chance to engage with local culture and flavors while enjoying craft spirits.

Whether exploring historical whiskey producers or discovering destinations’ unique craft beers and breweries — distillery tourism is a lucrative and growing trend that destination marketing organizations (DMOs) can hop right into (pun intended).

The Economic Impact of Distillery Tourism

A recent Tourism Economics report demonstrated the economic influence of the rise of distillery-related travel — particularly in attracting non-local tourists who contribute significantly to regional economies. The report findings included the following stats about distillery tourism in the state of Texas in 2023:

• Over $831 million generated
• $605 million spent directly by visitors
• $226 million in associated business activity

Similarly, in Iowa, distilleries generate $2.4 million annually in visitor spending. The Kentucky Bourbon Trail in Louisville, Kentucky, offers another excellent example of how distillery tourism fosters economic growth, benefits local businesses, and creates jobs across multiple sectors. As one of the most established spirit trails, it draws millions of visitors annually, with participants spending on tours, accommodations, and local dining.

Hoppy = Happy

Today’s travelers seek unique and experiential opportunities, and distilleries deliver by blending education, entertainment, and a taste of local (and boozy) flavors. From learning about fermentation and barrel aging to sampling spirits on-site, these tours often serve as cultural touchpoints that help travelers immerse themselves in different cultures.

A great example that is close to home and Simpleview headquarters — Whiskey Del Bac in Tucson, Arizona, exemplifies the connection between distilleries and their local environments. Its tour highlights sustainable practices and regional influences in whiskey-making, appealing to environmentally conscious visitors. These attractions tie tourists to the history and craftsmanship that make destinations unique.

Distillery tourism isn’t confined to the U.S. For example, Bushmills Distillery in Northern Ireland is a testament to whiskey's enduring global appeal. The distillery’s tours showcase centuries of tradition while allowing visitors to sample world-class products, highlighting the international scope of this industry.

The Flavorful Future of Distillery Tourism

The whiskey tourism market is projected to continue growing, driven by increasing demand for craft spirits and personalized experiences. According to InsightAce Analytic, the market’s expansion will be fueled by evolving consumer preferences and strategic partnerships between distilleries and local tourism boards.

Distillery tourism offers more than just a drink — it’s an invitation to explore the rich stories, people, and places behind each bottle. Whether sampling bourbon in Kentucky, tasting agave in Texas, or exploring new trends like flavored whiskeys, IPAs, and craft vodkas — these sips can serve as unforgettable experiences for travelers.

As this sector grows, communities that embrace and promote their local distilleries will find themselves reaping the rewards — economically and culturally — while offering travelers a taste of something truly special. Here are a few tips on how your DMO can brew up some distillery tourism attractions:

• Unique trails and integrated trip-planning itineraries: Use apps like Visit Widget to promote a bar crawl or restaurant week with digital passports. Your DMO’s digital passports encourage travelers to visit and enjoy your breweries and bars.
• Create digital passports that connect travelers to businesses: The Simpleview + Bandwango partnership helps DMOs craft a seamless online experience for digital pass users that increases awareness of your local distilleries and encourages traveler engagement.
• Interactive maps: Create customized, branded maps for brewery tours, restaurant week, bourbon trails — you name it. Map Publisher lets you embed customized maps on your website or print them for distribution.