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The results of ASVA’s most recent survey of Scotland’s visitor attractions, published at the beginning of June, underlined the extent to which venues and sites of all types across the country continue to be affected by staffing challenges, and the significant impact these are having on operations and visitor services.

With the aim of helping alleviate these very considerable issues – which are not only limiting attractions’ performance but also their post-pandemic business recovery efforts – ASVA has produced a recruitment video to shine a spotlight on the outstanding career opportunities the dynamic visitor attractions sector offers.

The short film Why Choose A Career In Visitor Attractions? features footage from a range of ASVA member organisations and attractions –including Historic Environment Scotland, The National Trust for Scotland, The Real Mary King’s Close, Camera Obscura and World of Illusions, and Belhaven Brewery. The video features attractions staff speaking about what working in the sector is like, highlighting the wide and diverse range of roles and great variety it offers, the key skills that are most important to have – and what they love about their jobs. The video link is: https://youtu.be/UFWVIs8Un0o.

ASVA is encouraging its attraction members, and colleagues in the wider sector, to use the video to support their recruitment activities. The film is featured on the homepage of ASVA’s website – which includes our jobs page https://asva.co.uk/jobs/ promoting vacancies within the attractions sector – and has been shared with industry stakeholders including VisitScotland, Skills Development Scotland, and The Scottish Tourism Alliance.

ASVA is working with a number of partners to support recruitment in the attractions sector and encourage potential candidates to choose jobs and careers within it. The Association has, for example, been liaising closely with the Department For Work & Pensions (DWP) to raise awareness of the sector’s number and type of vacancies, and scope of career opportunities. These activities are designed to enable and encourage the DWP’s work coaches to share this information to jobseekers and inspire them to apply to attractions’ vacancies. The recruitment video will further support these efforts in the weeks and months ahead.

The video will also be shared with academic institutions to ensure visitor attraction career opportunities are highlighted to students and alumni, supporting and encouraging recruitment into the sector.

ASVA CEO Gordon Morrison said: “The sector-wide survey that we conducted in May highlighted that, of the 850-plus attractions operating in Scotland, more than 55% are experiencing challenges recruiting staff. Ours is a sector that provides more than 17,000 jobs to the people of Scotland, and there a huge range of exciting roles available in every corner of the country. A common misconception is that working in tourism is a job, not a career. We hope this video goes some way to dispelling this. The range of fantastic job opportunities within our sector is unparalleled and, for those who want it, there is a hugely enjoyable and fulfilling career to be had working in some of Scotland’s most iconic, awe-inspiring venues, locations, and world-class experiences.



  • ASVA charitable organisation members will benefit from exclusive transaction rate discount on GoodBox contactless devices
  • To celebrate the new partnership, ten contactless donation boxes are available to members in a cut-price deal

ASVA is delighted to announce that it has partnered with GoodBox – the financial technology specialist that’s revolutionising contactless donations – to offer any of our charitable organisation members an exclusive incentive to help them take advantage of this income-generating innovation.

Statistics show that GoodBox contactless donations technology can increase donations income by up to 64% and ASVA is keen to help our members to capitalise on the huge potential for this technology to generate income to support business recovery.

As a result, ASVA has negotiated a special deal enabling our charitable members using GoodBox contactless technology to benefit from a lower transaction fee rate of 1.5%, compared to the standard rate of 2.5%. This is a commercial and Scottish first – the only other GoodBox client afforded this benefit is the Church of England.

ASVA CEO, Gordon Morrison, said: “As visitor attractions strive to recover from the impacts of the pandemic, there has never been a more important time for operators to develop new income streams and maximise revenue – and we are continually looking for ways of helping our members achieve this. We identified GoodBox as a perfect partner to support our sector due to the outstanding and impressive track record it has in enabling its clients, thanks to its award-winning contactless technology, to increase public donations and raise more funds.“

GoodBox Co-Founder & Managing Director, Francesca Hodgson, said: “The team at GoodBox are very excited to team up with ASVA and support Scotland’s visitor attractions sector. We’re very aware of how difficult the past couple of years has been for so many iconic attractions that play such an important part in enriching the lives of visitors and local communities. We know how much so many venues and sites depend on the generosity of the public to help them to raise much-needed funds to secure their future. Our contactless donations technology has proven to do just that so we do hope the special transaction rate we’re offering ASVA members will support them.”

GoodBox – which has just become ASVA’s newest trade member – provides a range of award-winning contactless technology and innovative digital tools to trigger spontaneous donations. Its clients include an extensive and diverse range of leading visitor attractions across all categories, from the Natural History Museum to The Lowry to London’s Royal Parks. 

Using technology for good, GoodBox also drives engagement with donors to encourage cashless fundraising for charities all over the UK, tackling disease, poverty, hunger and homelessness.

To further celebrate this new partnership, ASVA is pleased to offer members the opportunity to purchase a limited number of GBx Core contactless donation boxes at a vastly reduced rate. These boxes are normally priced at £375.00 (plus VAT) per unit, but ASVA has 10 boxes to offer for just £38.00 (plus VAT) each. These will be sold on a first-come, first-served basis. Please note any further service, artwork and security fees will be the responsibility of those purchasing the boxes. Members interested in taking advantage of this offer should email ASVA’s CEO Gordon Morrison at gordon@asva.co.uk to register their interest.

For details of ASVA exclusive pricing with GoodBox, please click here.

The ASVA Visitor Attractions Monitor 2021 End of Year Report, and additional annex, are both now available. These provide members with details of visitor figures for 2021, compared to both 2020 and 2019, as well as a wealth of additional information for the year including:

  • Visitor profile information
  • Adult and child visitation
  • Average spend
  • Web & social media activity
  • Quarterly and monthly visitation patterns
  • Regional breakdowns

The reports show that whilst 2021 was perhaps not quite as catastrophic a year for our industry as 2020 was – with overall visitor numbers to ASVA attractions improving by almost 50% on that year – it remained a hugely challenging year for virtually all types of attractions.

When we examine the 2021 figures against those of 2019, the last year without COVID disruptions, it very quickly becomes obvious that there was little to no actually recovery. Overall visitor numbers to ASVA attractions in 2021 were a colossal 62.2% down on those reported in 2019 (and for context the 2020 figures were down by 74.1% from 2019). Of course, this will be of no surprise to anyone in any way connected to our sector. 2021 was a year, in many ways, of even greater hardship than 2020, with significant restrictions in place right through the main season and yet fewer funding opportunities and rescue measures offered by both the Scottish and UK Governments. It is a testament to the remarkable resilience and adaptability of our sector that we did not see many of our members go to the wall – such was the enormity of challenges faced.

It is perhaps worth noting however, that whilst visitor numbers remained relatively low for the majority of attractions, visitors who did attend venues seemed very willing to put their hands in their pockets. Average visitor spend on retail in 2021 was £2.27 per visit, as opposed to £1.96 in 2019, and the average spend in catering was £2.23, up from a more modest £1.40 in 2019. Of course, this would have been due in part to pent-up demand, whereby after months of not being able to spend money, there was a bit of release from visitors when they could do so once again. The fact, however, that visitors have had more space when visiting attractions, more time to get immersed in their experiences and more interactions with the wonderful staff working at our venues, will undoubtedly have had an effect too. The more visitors enjoy their experience, the more likely it will be that they will be inclined to spend that bit more during their visit.

Both the end of year report and the annex can be viewed in the Statistics, Surveys & Research section of the Members Area of the ASVA website.


All businesses involved in Scotland’s tourism industry are being asked to take part in a comprehensive study of current economic conditions. Launched recently by the Scottish Tourism Alliance (STA), the in-depth survey of challenges and opportunities for all industry sectors aims to collate insights into the ongoing and future commercial viability of the country’s tourism businesses, viewed through the lens of the cost of living crisis and the impact of rising energy bills.

The research exercise, the most comprehensive ever undertaken by the STA, is targeted at every category and all sizes of organisation across Scottish tourism. The survey questions focus on challenges around staffing and recruitment, where businesses are on their journey towards Net Zero, what policies are helping or hindering recovery, current and future bookings from an international and domestic perspective, global competitiveness, and where businesses are in relation to their recovery.

The STA emphasises that the anonymous survey, the results of which will be used to inform its ongoing interactions with UK and Scottish Government Ministers, is vital in order to ‘glean an accurate picture of the industry to enable us to influence change and steer it on the right path to realising our tourism strategy vision’. Scotland’s Tourism Strategy, Scotland Outlook 2030, was launched in 2020, just a few weeks prior to the outbreak of the pandemic. Setting out a vision for Scotland to be ‘the leaders in 21st century tourism’, its ambition continues to propel industry activities and focus recovery efforts.

Comprising 40 questions, the survey should take around 20 minutes to complete, and it will remain open until 6 June at 12pm. Please complete the survey here.

The latest ASVA Visitor Attractions Barometer report, for March 2022, is now available to view in the Members Area of our website.

Comparing the March 2022 figures with those for the same month in 2021 is still largely irrelevant for the majority of attractions, or at least certainly those whose primary activity is indoors. Most of Scotland remained in Level 4 during March 2021 so virtually all indoor attractions across the country were closed for the entire month. A number of outdoor attractions were open and were trading well, but the overall picture was that the majority of the sector was unable to trade. Against that backdrop, reporting an increase in visitor numbers in March ‘22 of over 356% when compared to March ’21, does not provide us with an accurate picture of where the sector is at in terms of consolidation and recovery so far this year.

It is only when we analyse the 2022 figures against those of 2019 that we can get a more accurate picture. Comparing March ’22 with March ’19 overall across ASVA attractions, visitor numbers were 22.3% down for the month and 33.3% down for the year to date. These are actually the most encouraging set of figures that have been reported since the pandemic struck in March 2020, reflecting the cautious optimism that the sector has been feeling about the start of the main season so far this year. Of course, had there been no pandemic and had we been reporting visitor numbers down by a third for the year, this would be viewed as a crisis, rather than as something to be optimistic about! This shows that the ‘recovery’ – if we can call it that – is very fragile indeed and for many within the sector, 2022 will be a year of consolidation at best. Better than the dark days of restrictions and lockdowns of 2020 and 2021, but not yet coming near the high watermark of 2019.

It is also worth noting that sectoral performance is still patchy, with outdoor operators, such as Wildlife Attractions (up 43%) and Nature Attractions (up 56%), considerably outperforming other parts of the sector. Numbers have yet to bounce back by any significant margin in others, for example, Museums & Galleries (down by 45%) and Distilleries & Breweries (down by 52%).

The main take-away from the March data is that there is a long way to go before we can talk of a full recovery for the attractions sector in Scotland. In our ongoing dialogue with the Scottish Government and STERG, ASVA continues to highlight this and emphasise the challenges we face that are impacting recovery – including recruitment, rising costs of doing business and, of course, the ever-developing cost of living crisis.

The launch this week of a fund to drive sustainable travel in Scotland’s tourism industry aims to rev up the country’s network of electric vehicle (EV) charge points. The new Electric Vehicle Charge Point Tourism Recovery Fund will enable tourism businesses to apply for funding to support the installation of EV charge points on their premises, improving access across the country and encouraging responsible tourism practices.

The new £325k fund will support the installation of 100 charge points by providing businesses with up to 75% of installation costs. It is being administered by Energy Saving Trust on behalf of VisitScotland and the Scottish Government, and is open to all tourism businesses classed as SMEs (small and medium-sized enterprises).

The new fund is part of the Destination Net Zero programme, which aims to support businesses and destinations as they transition to a future of Net Zero emissions. The programme is being delivered on behalf of the Scottish Tourism Emergency Response Group (STERG) by Scottish Enterprise (SE), VisitScotland, Highlands and Islands Enterprise (HIE), South of Scotland Enterprise (SoSE) and partners.

Electric vehicles, which are becoming increasingly popular due to their lower running costs, are a crucial step in decarbonising the transport system, improving air quality, and contributing to Scotland’s climate target of achieving Net Zero emissions by 2045. The number of new electric vehicles in the UK has increased significantly in recent years. As of March, 22.2% of new vehicles were electric, bringing the number of electric vehicles on the road to more than 700,000. While 72% of Scotland residents currently use petrol/diesel cars when taking breaks and holidays in this country, VisitScotland research revealed that 43% are interested in changing to electric/hybrid “within the next few years”. In addition to the vehicle prices, fears about insufficiency of charging points is the main obstacle to car-owners ‘going electric’ sooner. The UK currently has more than 50,000 EV charge points, in 18,000 locations, with 10% in Scotland which has the highest number of public charge points by population.

VisitScotland is keen to encourage businesses in areas where EV charge points are limited to apply to the Electric Vehicle Charge Point Tourism Recovery Fund, which will provide a one-off payment to tourism businesses towards the installation of an EV charge point. As limited funding is available, allocations will be made to applicants meeting the criteria on a first-come, first-served basis. Applications will close on 8 September (or sooner if all the funding is allocated before this date).

VisitScotland Director of Industry & Destination Development, and STERG Chair, Rob Dickson, said: “Tackling climate change is the biggest challenge facing Scottish tourism now and in the future, and we want to inspire future generations to say that Scottish tourism led the way and made a difference. This fund will enable businesses to position sustainability at the heart of their recovery and ensure their offering will make it easier for visitors to make environmentally-conscious travel decisions. By working together, we can help Scotland become a world-class destination, and the best destination for responsible tourism. Taking action on climate change will not only reduce costs and build resilience, but it will meet the increasing consumer demand for responsible and sustainably focused businesses.”

Details on the Electric Vehicle Charge Point Tourism Recovery Fund, including criteria guidance and details of how to apply, can be found here.

The Scottish Thistle Awards are making a welcome return for 2022/23 to shine a spotlight on Scottish tourism’s outstanding businesses and all those who work in them. We hope that as many ASVA attraction members as possible will enter the Best Visitor Attraction Experience category, or be nominated in it, so they can be celebrated appropriately!

Being involved in the prestigious Scottish Thistle Awards presents attractions throughout the country with a great opportunity to raise their profile and recognise the outstanding efforts of their teams – which is especially important in these challenging times for our sector.

Regional winners of the Best Visitor Attraction Experience category will be announced at five regional awards ceremonies. They will then be in the running for the Great Days Out Award – whose winner will be voted for by readers of The Scottish Sun and declared at the national finals of the Scottish Thistle Awards in February 2023. The special readers’ award has been created as a result of a media partnership between VisitScotland and leading media business News Scotland. The national tourism organisation established the partnership with the business – which publishes The Scottish Sun, The Times and Sunday Times Scotland – to drive public awareness of the Scottish Thistle Awards 2022/23. News Scotland is supporting two awards: the visitor attraction experiences’ Great Days Out Award and The Best Luxury Experience Award.

Attractions can either enter themselves in the Best Visitor Attraction Experience category, or be nominated by someone. You can find details of how to enter or submit a nomination here.

ASVA has been pleased to promote, over recent months, the fully-funded Scottish Tourism Leadership Programme to ensure our members take advantage of the outstanding and highly motivational professional and personal development opportunities for current and aspiring leaders in our industry.

We’re particularly keen to encourage attraction members to sign up for, and benefit from, one of the Programme’s final three courses – this is specifically designed for personnel working in the visitor attractions sector. The real-time online course is completely free, thanks to Scottish Government tourism recovery funding for this year, so we do hope as many representatives from ASVA attractions will make the most of the chance to take part.

It’s the first time that the acclaimed Scottish Tourism Leadership Programme has offered a course exclusively for our sector, so this is a particularly relevant and valuable training opportunity for our members.

The Visitor Attractions Sector course takes place on 19 & 20 January and 2 February, and the applications deadline is 9 January.

The course content, which aims to inspire and uplift, has been developed by Scottish Enterprise, the South of Scotland Enterprise, Highlands and Islands Enterprise, and Skills Development Scotland, in partnership with Edinburgh Napier University’s Professor Jane Ali-Knight and Kenneth Wardrop.

The course features speakers including Susan Deighan of Glasgow Life, V & A Dundee Director Leonie Bell, and Abbi Ollive, Head of Marketing, Sales and Programming at Castle Howard. Also included is a panel discussion involving Royal Yacht Britannia CEO Bob Downie, Professor Anna Leask of Napier University, and Scottish Tourism Alliance Strategy Project Manager Karen Christie. The course itinerary is available here.

In addition to the Visitor Attractions Sector course, applications are open for: Rural (South) course : 9, 10 & 23 February (30 January application deadline), and Pan-Scotland course : 2, 3 & 16 March (20 February application deadline).

You can find further information on the Scottish Tourism Leadership Programme and details of how to apply for all three of the courses here.

We’d urge line managers to encourage their team members to sign up for these courses and take advantage of the last of the Programme’s fully-funded places. If you know anyone who would benefit from the excellent training opportunity offered and the chance to connect with other tourism leaders or aspiring leaders, please do encourage them to apply.

In these very challenging times for our industry and sector, whilst so much uncertainty remains, we appreciate that it’s tough to make time commitments however whilst this funding support is still available, it’s an ideal time to sign up for these courses. They will certainly stand participants in good stead for the future, as well as providing a motivational boost to help individuals and businesses keep driving forward.

Those who have recently taken part in Scottish Tourism Leadership Programme courses have commented on how much they’ve valued the experience, and connecting with others working in the industry and experiencing the same challenges. Many participants have advised that, taking part in the Programme has not only helped them considerably through the course learnings they’ve gained, but has also given them renewed optimism and drive for the future – a welcome and much-needed additional benefit, given our sector’s current difficult circumstances.

A new series of Complete Storytelling workshops, which are specifically designed for businesses and organisations across all sectors of Scotland’s tourism industry, will take place in the New Year. This outstanding new training opportunity has been created to support recovery from the continuing impacts of the pandemic and help operators to capitalise on the opportunities presented by Scotland’s Year of Stories 2022.

In-person and online attendees at Scotland’s Tourism Industry Conference will remember the inspirational presentation by storytelling experts Complete Works on the importance of creating and delivering engaging, memorable stories to enhance customer service delivery, ensure exceptional consumer experiences and boost business.

Following the presentation, ASVA CEO Gordon Morrison announced that Complete Works would lead a series of Complete Storytelling workshops early in the new Themed Year for colleagues across Scotland’s tourism industry. The events follow the success of a pilot series of five workshops arranged for ASVA members during the summer. These were extremely well-received – 97% of attendees said the workshop either exceeded or fully matched their expectations and over 90% said they would implement the course content.

The 10 Complete Storytelling workshops which will take place in locations across Scotland during February and March, are being offered to colleagues across Scottish tourism thanks to funding support provided by Skills Development Scotland through the Tourism Recovery Programme. As a result, places for the in-person one-day workshops are available at the vastly reduced rate of only £50 inclusive of VAT. (This calibre of training would normally cost in the region of £150-£200 per person.)

Designed to provide the tools needed to stimulate business recovery, the highly motivational Complete Storytelling workshops provide an outstanding opportunity to find out how to unlock the power of stories to enhance your service delivery and boost your bottom line, and how stories can help transform consumers into ambassadors, generating repeat visits, recommendations and increased secondary spend.

Workshop delegates will learn how to use storytelling to engage, sell, and create brand loyalty through communications and sales skills. Using performance techniques, the experienced Complete Works professional trainers hone participants’ skills in Body Language and Voice, teaching tried and tested tips and tricks used by actors and presenters. The sessions break down the fears and boundaries that prohibit truly effective communication, through practicing practical methods in a safe, supported, inspiring environment.

The dates and locations of the 10 Complete Storytelling workshops, plus links to book places at each, are provided in the events section of our website: https://asva.co.uk/events/.

Following the First Minister’s announcement earlier this week that, in light of the escalating cases of the Omicron COVID variant, businesses are now required to take practicable measures to minimise the risk of transmission, The Scottish Government has today (Thursday, 16 December) published updated guidance for the tourism and hospitality industries.

Including procedures for staff and customer safety, and an operations checklist, the updated tourism and hospitality guidance can be accessed via this link.

This sector guidance should be used in conjunction with the Scottish Government’s latest general guidance for safer workplaces, which is available here.

As we have already highlighted to ASVA members, no new mandatory actions are required to be taken by businesses, however they are advised to take any available steps to ensure visitor and staff safety, such as:

  • Queue management
  • Ordering systems
  • One way systems
  • Table service in cafes/restaurants
  • Use of protective screens
  • Capacity management

We know, and have communicated to the Scottish Government, that attractions are already operating with excellent COVID-mitigating measures in place, but we would urge ASVA members to take any additional steps they think most necessary to reassure visitors and staff.

We will continue to update members should the guidance change.

In her latest COVID statement to the Scottish Parliament today, Tuesday 14 December, the First Minister announced that further protective measures are necessary to slow the spread of the Omicron variant whilst the pace of the booster vaccination programme is accelerated.

The First Minister advised that people are strongly recommended to limit, as far as possible, the number of people outside their own households that they interact with. She also stated that the Scottish Government intends to amend regulations to put a legal requirement on those running businesses or providing services to ‘take measures which are reasonably practicable to minimise the risk of transmission’, such as steps to control customer flow.

Ms Sturgeon said that guidance will be issued this week to make clear what that means for different sectors. Following her announcement, ASVA reached out to the Scottish Government to seek clarity for Scotland’s attractions sector. 

With regards to what the ‘protective measures’ are likely to be, ASVA’s understanding is that it is unlikely there will be mandated regulations such as physical distancing or one-way systems. Instead, the requirement will simply be that businesses must take appropriate action to limit crowds and control queuing.  We are very confident that most of our attraction members are already operating with COVID protocols that will satisfy this requirement.

Our CEO, Gordon Morrison said: ‘’I continue to emphasise to the Scottish Government our sector’s commitment to minimising transmission risks and the exemplary standards it has adhered to throughout the pandemic. In addition, I’ve highlighted the fact that the vast majority of attractions have voluntarily retained many COVID-mitigating protocols, above and beyond current requirements, to ensure the safety of visitors and staff.  And whilst our understanding is that the ‘practical measures’ the First Minister referred to are likely to be measures already widely in place across our sector, I have noted my concerns that if certain requirements – most particularly 2-metre physical distancing –were to be mandated once more, there would be serious economic consequences for visitor attractions.”

The First Minister also announced today that £100 million to support the hospitality sector will be made available. Whilst this is welcome news, there has not yet been an indication of how this will be distributed. ASVA has therefore sought clarification on whether attractions with hospitality elements will be included – as we certainly believe they should be.

Gordon continued: “We have been advocating strongly for financial support for our sector and I have been at pains to ensure Government officials are aware that not only have attractions not seen any kind of recovery this year – with visitor numbers down by 65.6% compared to 2019 – many attractions, just like hospitality venues, are reporting cancellations of Christmas events. They are also now seeing a further downturn in visitor numbers and significantly reduced trade in their cafes and restaurants. Sadly too, whilst the Days Out campaign had been expected to drive visitation, this has not had the benefits anticipated due to the public’s concerns about rising COVID cases.

“We will keep our sector updated as soon as we have further clarity and guidance. In the meantime, I’d like to reassure our members that we will continue to advocate on your behalf and do our best to ensure our sector receives the support it needs to navigate through the current stage of the pandemic.”

There was mixed reaction to the Scottish Budget for 2022/23, announced on Thursday 9 December. Whilst news of the continuation of rates relief was welcomed, the consensus from the country’s industry sectors was that the support measures noted by the Cabinet Secretary for Finance and the Economy were less than adequate. 

From the perspective of tourism, there was disappointingly little in the Budget that directly references our industry.  The only statement of importance was that rates relief for the retail, hospitality and leisure sectors will continue at 50% for the first three months of the next financial year, capped at £27,500 per ratepayer, while smaller businesses will be exempt from paying rates. Even this positive development, however, fell significantly short of what had been hoped for. 

More disappointing though was the fact that there was no specific mention by Kate Forbes MSP of any measures to support Scotland’s attractions sector.  

ASVA CEO Gordon Morrison commented: “My initial reaction on hearing the Budget was one of disappointment that so little is being done to aid our sector and wider tourism industry.

“Ms Forbes made reference to the Fiscal Commission forecasting that our economy will recover to pre-pandemic levels by April–June 2022. This may well be the case across the economy as a whole, but it is undeniable that our sector most certainly won’t have recovered in six months time.

“Although we’ve been appreciative of the support offered by the Scottish Government over the last 20 months, it is very unsatisfactory that there was no recognition in this Budget that our sector has not had any significant opportunity to progress its recovery in 2021 and Scotland’s attractions will still be in a difficult position in 2022.

“Whilst we of course welcome additional short-term rates relief for those members who will be able to benefit from it, it is much more than just short-term support that our sector is in need of.  Data we have presented to the Scottish Government shows that many attractions are in survival mode at the moment as they battle to make it through the winter with barely any cash reserves. Recovery is still a long way off and our sector certainly won’t be back on its feet by June 2022.

“There is no doubt that more action is needed to sustain our sector and assist its recovery, and we need both the Scottish and UK Governments to recognise that greater support measures are required than those currently on the table. ASVA will continue to work closely alongside other associations and industry groups to inform and influence policy makers about the status of our sector and the support that’s required to enable the industry to not simply scrape through another season, but to build back better and meet our collective ambition of being world leaders in 21st century tourism.”