Photo of Gordon Morrison

Gordon Morrison Chief Executive Officer

Gordon is the CEO of ASVA, with overall responsibility for the day to day operations and overall leadership of the organisation. As part of his role, Gordon represents the attractions sector in a number of key industry groups, including the Scottish Tourism Alliance Council, Skills Development Scotland Tourism Skills Group, the Scottish Thistle Awards Industry Panel, the Year of Coasts & Waters Working Group,  VisitScotland’s Quality in Tourism Industry Group and the Scottish Tourism Recovery Task Force. As well as running ASVA, Gordon is also an experienced trainer and regularly hosts one of ASVA’s most popular recurring workshops – Exceeding Visitor Expectations.

A well-known face in Scottish tourism, Gordon previously worked as Quality & Tourism Manager with VisitScotland where he was responsible for the delivery of the highly regarded Visitor Attraction Grading Scheme. He was also Commercial & Visitor Services Manager with Museums & Galleries Edinburgh where he led on shaping the visitor experience at iconic attractions such as the Scott Monument and Museum of Childhood. In over 15 years of working with the sector, Gordon has visited and offered advice to hundreds of different attractions across Scotland. He does have a favourite attraction of the hundreds he has visited, but he refuses to reveal which it is for fear of membership rebellion!