DISCOVER THE WORLD THROUGH WHISKEY & BOURBON
Whiskey and bourbon are more than spirits - they are expressions of place, shaped by landscape, climate, culture and centuries of tradition. From the rolling bluegrass hills of Kentucky, where bourbon matures in sun-soaked rickhouses, to the misty glens and rugged coastlines of Scotland, where single malts reflect peat, sea air and stone, every region tells a unique story.
Travel to Ireland’s historic distillery towns, where smooth, triple-distilled whiskeys are matched by warm hospitality and rich heritage. Explore the precision and natural beauty of Japan’s mountain distilleries, where craftsmanship and harmony with nature define the experience. Venture to Canada’s vast landscapes, India’s high-energy whiskey heartlands, Tasmania’s wild shores, or emerging regions like Taiwan and South Africa, where innovation meets terroir.
Each destination offers more than a tasting - it offers scenic drives, vibrant cities, local cuisine, festivals, history and unforgettable encounters with the people who craft these iconic spirits. Visiting the distilleries allows travellers to taste whiskies and bourbons at the source, while discovering the destinations that give them their soul.
Whiskey and bourbon tourism invites you to slow down, explore deeper and experience the world one dram - and one destination - at a time.
Travel to Ireland’s historic distillery towns, where smooth, triple-distilled whiskeys are matched by warm hospitality and rich heritage. Explore the precision and natural beauty of Japan’s mountain distilleries, where craftsmanship and harmony with nature define the experience. Venture to Canada’s vast landscapes, India’s high-energy whiskey heartlands, Tasmania’s wild shores, or emerging regions like Taiwan and South Africa, where innovation meets terroir.
Each destination offers more than a tasting - it offers scenic drives, vibrant cities, local cuisine, festivals, history and unforgettable encounters with the people who craft these iconic spirits. Visiting the distilleries allows travellers to taste whiskies and bourbons at the source, while discovering the destinations that give them their soul.
Whiskey and bourbon tourism invites you to slow down, explore deeper and experience the world one dram - and one destination - at a time.
When Lagavulin Distillery was celebrating their 200th year anniversary they had a problem. Nestled near the historic ruins of Dunyveg Castle on Islay's south coast, the distillery can be challenging to visit - so they took the distillery to whisky lovers on a worldwide tour using an immersive 360 cinema.
The aim was to recreate the experience of this remote part of the world. A combination of surround sound, aromas and 360º video was used to transport guests around the Island, the distillery and Lagavulin bay, while they sampled a range of drams from the Lagavulin family.
The fully immersive installation went on a world tour, starting in London, followed by events in New York, Miami and Tokyo.
The aim was to recreate the experience of this remote part of the world. A combination of surround sound, aromas and 360º video was used to transport guests around the Island, the distillery and Lagavulin bay, while they sampled a range of drams from the Lagavulin family.
The fully immersive installation went on a world tour, starting in London, followed by events in New York, Miami and Tokyo.
The TRAVEL360 EXPO, together with an immersive SUPER REALITY DOME, is redefining how people discover destinations.
THE POWER OF TASTE + PLACE
WHISKEY360 will be part of the of the TRAVEL360 EXPO. By combining physical tasting experiences with an immersive travel experience, we enable visitors to taste the spirit, see the place and feel the destination - all in one powerful moment.
Through our SUPER REALITY DOME, whiskey and bourbon lovers are virtually transported inside iconic distilleries and the landscapes that shape them - from Kentucky rickhouses and Scottish glens to Japanese mountain distilleries and Irish coastal towns.
This creates an emotional, sensory-driven connection that turns curiosity into travel intent.
THE POWER OF TASTE + PLACE
WHISKEY360 will be part of the of the TRAVEL360 EXPO. By combining physical tasting experiences with an immersive travel experience, we enable visitors to taste the spirit, see the place and feel the destination - all in one powerful moment.
Through our SUPER REALITY DOME, whiskey and bourbon lovers are virtually transported inside iconic distilleries and the landscapes that shape them - from Kentucky rickhouses and Scottish glens to Japanese mountain distilleries and Irish coastal towns.
This creates an emotional, sensory-driven connection that turns curiosity into travel intent.
WHY DOES THIS MATTER:
The TRAVEL360 EXPO will deliver measurable inspiration, not just awareness.
- Whiskey and bourbon tourism is one of the fastest-growing experiential travel segments
- Consumers are seeking authentic, story-rich travel experiences
- Destinations and distilleries need new, scalable ways to inspire travel and brand loyalty
- Traditional brochures and videos are no longer enough - immersion drives action
The TRAVEL360 EXPO will deliver measurable inspiration, not just awareness.
VALUE PROPOSITION TO DISTILLERIES:
1. Turn Whiskey Lovers into Visiting Guests
Visitors don’t just taste your whiskey - they:
This builds emotional brand attachment, making a distillery visit a must-do, not a nice-to-have.
2. Tell Your Full Brand Story - Immersively
Inside the Super Reality Dome, distilleries can showcase:
This is true immersive storytelling.
3. Reach a Travel-Ready Audience
TRAVEL360 EXPO attracts:
You’re engaging people who are emotionally primed to book.
4. Cost-Effective Global Exposure
Instead of sending teams to multiple markets:
Visitors don’t just taste your whiskey - they:
- Walk through your distillery virtually
- See your aging warehouses, stills and landscapes
- Understand why your whiskey tastes the way it does
This builds emotional brand attachment, making a distillery visit a must-do, not a nice-to-have.
2. Tell Your Full Brand Story - Immersively
Inside the Super Reality Dome, distilleries can showcase:
- Heritage and craftsmanship
- The environment, climate and terroir
- Sustainability practices
- Visitor experiences (tours, tastings, festivals, accommodation)
This is true immersive storytelling.
3. Reach a Travel-Ready Audience
TRAVEL360 EXPO attracts:
- Active travellers
- Experience seekers
- Premium leisure consumers
- Whiskey and bourbon enthusiasts already considering travel
You’re engaging people who are emotionally primed to book.
4. Cost-Effective Global Exposure
Instead of sending teams to multiple markets:
- One immersive asset can be reused across expos
- Reach large numbers of consumers in a short time
- Extend the life of your content across future events and platforms
VALUE PROPOSITION FOR DESTINATION MARKETING ORGANISATIONS:
1. Showcase Distilleries as Anchors for Travel
Whiskey and bourbon distilleries are:
The Super Reality Dome allows visitors to experience:
2. Convert Interest into Itineraries
Visitors can imagine:
This encourages:
3. Stand Out in a Crowded Tourism Market
Immersive VR gives DMOs:
People remember what they feel, not what they read.
4. Support Trade, Tours & Local Businesses
The experience supports:
The TRAVEL360 EXPO creates a bridge between inspiration and booking.
What makes this concept unique is the multi-sensory approach:
This combination dramatically increases:
Whiskey and bourbon distilleries are:
- Powerful motivators for long-stay travel
- Strong drivers of rural and regional tourism
- Ideal anchors for food, culture and heritage routes
The Super Reality Dome allows visitors to experience:
- The destination and the distillery together
- Surrounding towns, landscapes and attractions
- The full travel journey, not just a single site
2. Convert Interest into Itineraries
Visitors can imagine:
- Driving the Kentucky Bourbon Trail
- Exploring Speyside and the Highlands
- Combining city culture with distillery visits
- Extending trips with food, nature and festivals
This encourages:
- Longer stays
- Higher spend
- Broader regional dispersal of tourism
3. Stand Out in a Crowded Tourism Market
Immersive VR gives DMOs:
- A wow factor that stops people in their tracks
- A deeper, more memorable brand impression
- A modern, innovative image aligned with experiential travel
People remember what they feel, not what they read.
4. Support Trade, Tours & Local Businesses
The experience supports:
- Tour operators
- Accommodation providers
- Transport and guides
- Restaurants and cultural attractions
The TRAVEL360 EXPO creates a bridge between inspiration and booking.
What makes this concept unique is the multi-sensory approach:
- Taste the whiskey or bourbon
- See where it is made
- Feel the atmosphere of the destination
- Imagine yourself being there
This combination dramatically increases:
- Recall
- Desire
- Intent to travel
Why Partner with TRAVEL360 EXPO?
The TRAVEL360 EXPO is not just an exhibition - it is a travel catalyst.
We invite distilleries and destination marketing organisations to join us in bringing the world of whiskey and bourbon to life - and sending travellers back to where it was born.
PLATYPUS DIGITAL provides a turkey service to shoot and create all the 360VR content required for the TRAVEL360 EXPO and also fully manage the TRAVEL360 EXPO.
Immersive content created for the SUPER REALITY DOME is produced in standard 360 virtual reality format and is device agnostic and can be viewed immersively (VR headsets), semi-immersively (phones, tablets & Smart TVs), or interactively (desktop/mobile apps & browsers). It can be viewed across many different devices and can be easily embedded into websites and shared via newsletters, blogs and social media. The 360VR content can be hosted on a cloud based server for anyone to access and download.
- Purpose-built for travel inspiration
- Proven immersive technology with mass appeal
- Scalable, repeatable exposure across multiple events
- Aligns perfectly with experiential, premium and cultural tourism
- Connects destinations, distilleries and travellers in one ecosystem
The TRAVEL360 EXPO is not just an exhibition - it is a travel catalyst.
- For distilleries, it transforms brand admiration into on-site visits.
- For destinations, it turns whiskey and bourbon into powerful travel magnets.
- For visitors, it creates a moment that says: “I need to go there.”
We invite distilleries and destination marketing organisations to join us in bringing the world of whiskey and bourbon to life - and sending travellers back to where it was born.
PLATYPUS DIGITAL provides a turkey service to shoot and create all the 360VR content required for the TRAVEL360 EXPO and also fully manage the TRAVEL360 EXPO.
Immersive content created for the SUPER REALITY DOME is produced in standard 360 virtual reality format and is device agnostic and can be viewed immersively (VR headsets), semi-immersively (phones, tablets & Smart TVs), or interactively (desktop/mobile apps & browsers). It can be viewed across many different devices and can be easily embedded into websites and shared via newsletters, blogs and social media. The 360VR content can be hosted on a cloud based server for anyone to access and download.
For more information, please contact:
Stanley Edwards
Platypus Digital
Mobile: +27 82 458 3356
[email protected]
Stanley Edwards
Platypus Digital
Mobile: +27 82 458 3356
[email protected]