Pietro Cecchini

Head of Business Development

The Scotch Whiskey Experience

About Me

During his 30 years in Scottish tourism, Pietro has held leadership roles at some of the UK’s signature tourism organisations, including board positions at Scotland’s Heritage and SITE Scotland.

For the past 7 years, he has been developing strategic partnerships across travel trade (including OTAs) and business events, at Edinburgh’s multi-award-winning Scotch Whisky Experience, which is beautifully located beside Edinburgh Castle, at the top of The Royal Mile and within the UNESCO World Heritage Site.

Home to one of world’s largest collections of Scotch whisky, this iconic venue is the only visitor attraction in the world to take guests on a grand tour of Scotland’s five whisky regions, telling the whole story of Scotch. Along with an award-winning restaurant (Amber), Pietro and his colleagues host guests from around the world, sharing their love of Scotch and all things Scottish, from multilingual tours and whisky tastings to silver service fine dining in one of eight private events spaces.

In 2024, The Scotch Whisky Experience was voted Scotland’s Best Visitor Attraction at the Scottish Thistle Awards (Scotland’s tourism Oscars), followed swiftly by Tourism Destination of the Year at the Scottish Whisky Awards and Visitor Attraction of the Year at the Icons of Whisky Scotland Awards.

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