News

The Association of Scottish Visitor Attractions (ASVA) is delighted to welcome RAW Charging, the UK’s leading electric vehicle (EV) chargepoint operator in the hospitality and leisure sectors, as a new member of the ASVA community.

RAW Charging, which specialises in delivering tailor-made EV charging solutions that enhance destinations with fully funded, easy-to-use charging infrastructure, supports businesses in meeting the growing demand for sustainable transportation options, particularly in the tourism sector.

With ASVA representing over 300 organisations and more than 500 individual sites across Scotland, RAW Charging’s membership signifies an ongoing commitment to supporting visitor attractions in creating greener, more sustainable destinations.

RAW Charging’s expertise extends beyond infrastructure installation, offering education and comprehensive support to help attractions navigate EV charging requirements and new legislation. RAW is passionate about helping destinations attract eco-conscious visitors while reducing the carbon footprint.

Jason Simpson, CEO of RAW Charging, said: “We are thrilled to join ASVA and work alongside its members to support the development of sustainable tourism in Scotland. As demand for electric vehicles continues to rise, providing reliable and accessible EV charging solutions will help attract visitors who are increasingly looking for green travel options.

“At RAW, we are committed to supporting our partners with the infrastructure and education they need to thrive in this evolving landscape, and we look forward to working with ASVA members to deliver the best EV charging experience possible for Scotland and its visitors.”

RAW Charging has already demonstrated its commitment to supporting infrastructure development across Scotland through a series of successful projects. Its dedication to sustainability, guest satisfaction, and convenience positions RAW as a valuable partner for attractions seeking to adapt to the growing demand for electric vehicles.

ASVA CEO, Michael Golding welcomed RAW Charging, stating: “We’re delighted to welcome RAW Charging to ASVA’s membership. Their expertise and commitment to sustainability make them a fantastic addition to our community. As Scottish visitor attractions strive to adapt to the needs of environmentally conscious travellers, having a member like RAW Charging who can offer guidance, support, and infrastructure solutions is incredibly valuable.”

As part of the membership, RAW Charging will also participate in key ASVA industry events and conferences, sharing knowledge and expertise to help members explore the benefits of EV charging in enhancing visitor experiences and advancing sustainability goals.

Joining ASVA strengthens RAW Charging’s presence in the tourism and hospitality sector, adding to its collaborations with AA Hotel and Hospitality Services, HOSPA, and valued client partnerships with brands such as Exclusive Collection, National Trust, Merlin Entertainments, and Greene King. RAW Charging is focused on providing EV infrastructure that supports these destinations’ goals for sustainability, convenience, and guest satisfaction.

For more information on RAW Charging, visit rawcharging.com.

Hospitality Health is proud to announce the relaunch of its Wellness Charter, an essential initiative supporting mental health and wellbeing across Scotland’s hospitality sector.

The Wellness Charter is a commitment to prioritising mental health and wellbeing within the hospitality industry. It recognises businesses that foster supportive, inclusive, and open workplace environments, where care and respect for employees are at the forefront. By joining the Charter, businesses pledge to uphold principles that promote mental health, such as providing proactive support for mental health, training managers in mental health awareness, offering resources like Employee Assistance Programmes, and encouraging a positive work-life balance. Certification is a symbol of leadership in employee wellness, reflecting a dedication to creating thriving teams and contributing to a wider movement for a healthier, more inclusive hospitality industry.

The refreshed campaign features vibrant illustrations that blend photography with stylised design, evoking warmth and relatability. Subtle yet ever-present, these visuals symbolize the steady, accessible support offered by the Wellness Charter, inviting open conversations about mental health throughout the country.

With 10 Scottish hospitality businesses already on board, including Crerar Hotels and Buzzworks, the Wellness Charter provides resources and guidance for creating healthier, supportive workplaces where employees feel valued. By expanding the charter’s reach, Hospitality Health is helping employers nurture positive work environments, strengthen team morale, and highlight the rewarding career paths available within hospitality.

Founder of Hospitality Health, Gordon McIntyre MBE said, “We are committed to ensuring that no one in hospitality faces mental health challenges alone. Through our Wellness Charter, we hope to inspire more businesses to join us in fostering a culture that puts people first, enabling a healthier, more supportive workplace for all.”

Chris Wayne-Wills from Crerar Hotels Group said:
“Joining the Wellness Charter has helped us to reshape our approach to employee wellbeing, creating a stronger, more engaged team. Hospitality Health’s support has been invaluable in making our workplace one where mental wellness is a true priority.”

The relaunched Wellness Charter and refreshed brand identity were brought to life by Thiss Away, a hospitality brand agency. Their illustrations and new logo highlight the positive impact of mental wellness in the hospitality sector. Hannah Whitehead, Senior Designer at Thiss Away, expressed her support for Hospitality Health’s mission:
“Working with Hospitality Health has been incredibly rewarding. We believe mental health deserves visibility across all industries, and we’re proud to create designs that help make support accessible and approachable for hospitality professionals.”

Arden Marketing project-managed all the marketing and campaign creatives for the relaunch, ensuring a cohesive and impactful delivery of the Wellness Charter’s mission across multiple touchpoints.

Impress Print Services Ltd has generously provided pull-up banners and collateral, enhancing the visibility and accessibility of Hospitality Health’s important work to support mental wellness across Scotland.

To learn more about the Wellness Charter and how to participate, please contact enquiries@hospitalityhealth.org.uk and click here.

The Association of Scottish Visitor Attractions (ASVA) is proud to announce the winners of the 2024 Scottish Attractions Inspiring People Awards, celebrating the outstanding individuals whose passion, creativity, and commitment make Scotland’s attractions truly world class.

From front-line staff to behind-the-scenes heroes, the awards recognise those who create unforgettable visitor experiences. Whether through the innovation showcased by our Technology Innovator award, the world-class experiences created by our Experience Makers, the commitment to sustainability recognised in the Sustainability Champion category, the emerging talent celebrated in the Rising Star or the dedication to fostering inclusivity and building connections celebrated in the People’s Hero award. These individuals play a key role in delivering exceptional experiences that help showcase Scotland as a top destination for visitors from around the globe.

The winners were revealed at the ASVA Annual Conference, which took place at Perth Concert Hall on Thursday 14th November. The event welcomed over 390 delegates and brought together leaders and professionals from Scotland’s attractions and tourism sector.

Michael Golding, CEO of ASVA, said: “We are incredibly proud to announce the winners of the 2024 Scottish Attractions Inspiring People Awards. These individuals represent the very best of Scotland’s visitor attractions sector—each of them has demonstrated outstanding dedication and passion for their work, contributing to making Scotland’s attractions world class.

“It has been a privilege to celebrate their achievements here at the ASVA Annual Conference, where we’ve gathered experts and innovators dedicated to advancing Scotland’s visitor attraction and tourism sector.”

Celebrate of our Winners:

Sustainability Champion: Jonathon Dodds, Visitor Experience Manager at Mercat Tours

Jonathon Dodds said: “I’m so grateful to win this award! As part of our work at Mercat Tours, this year we became the first visitor attraction in the UK to become BCorp accredited, a global movement which symbolises our commitment to sustainability and ethical operations, a process that all-in took 2 years to achieve – but is such a worthwhile process to go through. I would actively encourage others to look into doing the same, as it allowed us opportunity to really find out more about ourselves and scrutinise our existing processes.
The certification is a huge step, but just the start, as we now move to focusing on our areas of improvement to become even more sustainable, resilient, and GREEN!”

Technology Innovator: Emilie Lumineau, Marketing Manager at The Real Mary King’s Close

Emilie Lumineau said: “I am incredibly proud to receive the Technology Innovator Award, especially as it is an industry-wide recognised accolade. This award highlights the strides we’ve made at The Real Mary King’s Close to enhance the guest journey through technology, from improving online booking to developing a dynamic online shop. Having this work acknowledged on such a prestigious platform is an honour. I also think it’s fantastic to see individual contributions celebrated in this way — it’s a wonderful way to inspire others to innovate and continue building their careers within this vibrant industry.”

People’s Hero: Fiona Johnston, Community and Access Programme Co-ordinator at Palace of Holyroodhouse

Fiona Johnston said: “It is an absolute honour to receive People’s Hero 2024 award. I am incredibly proud to work for Royal Collection Trust where I am supported and encouraged to deliver a range of creative and inclusive community and access programmes to ensure the Palace of Holyroodhouse, and the Royal Collection, are accessible and enjoyable for all. I particularly specialise in delivering dementia friendly programmes and audio describing for blind and partially sighted visitors. With experience, the right training and resources, I believe heritage sites and attractions can be incredible safe spaces for people to thrive, to create shared memorable moments, try new things, to combat social isolation and to nurture positive wellbeing. I hope by receiving this award, it highlights that if we all put accessibility and inclusion at the heart of every decision we make, whatever our position within an organisation, then we will all lead the way of best practice and creating lasting legacies of inspiring visitor experiences.”

Rising Star: Madeline Greene, Learning & Audience Officer at The Black Watch Castle & Museum

Madeline Greene said: “Winning ASVA’s Rising Star award means a lot to me as someone who values the work carried out daily at The Black Watch Castle and Museum, whether that work is the excellent customer service provided by staff in The Gift Shop and Bistro, administrative work, or the research and interpretation carried out by Museum staff. Working with school groups and finding ways for the community to connect to the story of The Black Watch (Royal Highland Regiment) is only a small portion of what we do daily and I’m so honoured to have been nominated by my colleagues for my work in this area. I look forward to the coming year and more opportunities to grow professionally in the heritage sector.”

Experience Maker: Katie Scott, Operations Manager at The Real Mary King’s Close

Katie Scott said: “I am deeply honoured to receive the Experience Maker Award, which recognises the incredible work that goes into delivering world-class experiences both on the front lines and behind the scenes. As Operations Manager, I am immensely proud of The Real Mary King’s Close being named the Best UK Visitor Attraction on Tripadvisor this year – an achievement that reflects the passion and dedication of our entire team. The ASVA award is a personal milestone, and it’s a privilege to see this work celebrated on such a prestigious industry platform.”

Judy Rae, ASVA Co-Chair and co-presenter of the Awards said: “The winners of this year’s awards truly exemplify the incredible talent, dedication, and creativity that exists within Scotland’s visitor attractions sector. It’s a privilege to celebrate their achievements, as these individuals are at the heart of what makes Scotland’s attractions truly world-class. These awards shine a light on their hard work and the impact they have on the people and communities they serve.”

We’d like to congratulate our winners, finalists and everyone who took the time to submit an entry for this year’s awards. These awards are all about celebrating the outstanding individuals who help make Scotland’s attractions world class.

As it celebrates its third year, a charity-operated national visitor attraction which is ranked in the top 10 per cent of Tripadvisor listings around the world and one of the most visited attractions in the Scottish Borders, has been praised by a number of prestigious groups (including EuansGuide.com, ASVA and VisitScotland) and visitors for making Scotland’s history, heritage and culture accessible to all.

Welcoming the news, Sandy Maxwell-Forbes, Centre Director for the five-star Great Tapestry of Scotland visitor centre in Galashiels said: “We have achieved so many wonderful accolades since opening, including our five-star accreditation and endorsement by a number of high-profile figures, including Their Majesties The King and Queen and Outlander actor Sam Heughan, but receiving a Tripadvisor Traveller’s Choice Award and hearing the positive feedback from individuals and groups who so often face barriers to learning our history, really is the pinnacle of success for us. It evidences that we are connecting people and communities with Scotland’s history, heritage and culture, which has been at the very heart of our vision right from the beginning.

“Through a range of visual, tactile and digital displays, tours, workshops and educational programmes, our centre takes visitors from around the globe on a real journey of discovery as they learn about some of the key moments that have shaped our world and guide our future. We have designed our whole experience so that people of all ages and backgrounds, including those with language barriers, learning differences and different abilities, can all enjoy the wonderful stories it contains. My fantastic team has really listened to and worked with visiting groups, such as schools, dementia groups and Spinal Injuries Scotland, and made adaptations where possible to ensure that they get the most from the experience. So I am thrilled to hear that they have got so much from their visits.”

 

Industry praise

Michael Golding, CEO of the Association of Scottish Visitor Attractions (ASVA), added: “One of the most visited attractions in the Scottish Borders, The Great Tapestry of Scotland has been an incredible success, capturing the hearts of visitors from around the world who provided outstanding feedback through consumer review platforms, including Euan’s Guide and Tripadvisor. It not only showcases the rich history and culture of Scotland in a truly unique way but also brings communities together through the stories it tells and its inclusive approach. Its success is a credit to the talent and passion of everyone involved in its creation.”

Antonia Lee-Bapty, CEO at EuansGuide.com, a website which empowers disabled people by providing information that will give confidence and choices for getting out and about, said: “It’s great to see attractions like The Great Tapestry of Scotland showing that historical Scotland can be accessible. It’s clear from our community’s reviews on EuansGuide.com that this unique visitor centre offers a welcoming and engaging experience, with many praising the consideration given to inclusivity. From space to manoeuvre, spacious accessible toilets, a lift and benches for resting, to the provision of magnifying glasses, tactile displays and welcoming, supportive staff, The Great Tapestry of Scotland is doing a brilliant job of welcoming disabled visitors.”

Gordon Smith, Destination Development Director at VisitScotland, added: “The Great Tapestry of Scotland has been a fantastic addition to the Scottish Borders since it opened in 2021, bringing Scotland’s history to life in a creative and vibrant way. Over that time, it has been encouraging to see the value the attraction places on creating an experience that is accessible for all types of visitors.

“Accessibility is a key part of VisitScotland’s responsible tourism strategy. It is vitally important tourism and events are accessible and inclusive, so that we can be sure to extend the same warm welcome to all visitors.”

 

Making history accessible

Speaking of their visit Lorna Bunney, founder of The Dunbar Dementia Carers Support Group said: “The warmth of human connection and great community spirit is at the very heart of The Great Tapestry of Scotland, which is ideal for carers as well as those living with dementia. Being able to access social activities is fantastic for their wellbeing and the Tapestry is full of stories which can provide comforting memories and a great talking point for family and friends. With its relaxing environment, the stunning visitor centre provides a unique lifeline as a calm and soothing place. We had a wonderful day out.  It was the best group food catering that we have ever experienced and we really enjoyed a visit to the local bakery, Alex Dalgetty & Sons, where large amounts of Selkirk Bannocks and Eccelfechan Tarts were bought – truly the icing on the cake!”

Kevin Hanlon, Peer Support at the charity Spinal injuries Scotland (spinalinjuriesscotland.org.uk) added: “Spinal Injuries Scotland aims to support new and long-term spinal cord injured people, their relatives, and friends, to see the possibilities of living life beyond the injury. So, we were thrilled when The Great Tapestry of Scotland agreed to help us to facilitate a socialising opportunity for new and existing members from across the Scottish Borders area to meet in an informal setting. Those who attended told us that the visitor Centre is an incredible resource and an exemplar venue for accessibility, with plenty of room for those with wheelchairs and walking aids to move around. The team at the centre were brilliant too – they really listened to our members’ needs and did what they could to make them all feel very welcome. They also highlighted that being able to access and enjoy venues like the Great Tapestry of Scotland can make a transformative difference to the health and wellbeing of those supporting or living with a spinal cord injury.”

Kirsty Innes, whose son is dyslexic said: “We were incredibly excited to discover all the visual stories in the stunning Great Tapestry of Scotland. Though dyslexic people can face a number of barriers and challenges in life, they are also known to have achieved incredible things when their strengths, such as visual and lateral thinking, are fully recognised and needs supported. By presenting Scotland’s history in a rich visual and engaging format, the Great Tapestry of Scotland visitor centre is making history, heritage and visitor experiences more inclusive. It is a fantastic resource to boost children’s confidence, so they can realise their full potential. Not only does it tell the stories of the greatest innovators in the past, but it is inspiring our great innovators of the future too.”

 

Educational success

This year, the Great Tapestry of Scotland visitor centre also secured over £21k through the generosity of the National Lottery Awards for All, local businesses and Borders Railway Communities Partnership to:

• give over 2.6k Scottish pupils free and equitable access to educational opportunities and resources delivered by the centre’s education officer, who is a qualified and experienced teacher.
• Support over 500 future young Borders creatives and visitors from as far afield as Australia through this year’s free Scabby Knees events programme. This is now set to run every school holiday.
• Launch its 300 words competition, with support from globally acclaimed authors including Sir Alexander McCall Smith, Julia Donaldson, Jackie Kay, Damian Barr and Alan Windram. The competition celebrated the Borders’ future literary greats (aged 7 to 15), with the inaugural winners being revealed at the Borders Book Festival.

In her third consecutive year of involvement with the Junior Tour Guide Programme, Mrs Jane Johnston, P6 Class Teacher at St Peter’s Primary School, Galashiels said: “We are so lucky to have this thought-provoking artwork right here on our doorstep. It is a magnificent educational resource for every pupil – full of stunning visual details to introduce a broad range of subjects from history, culture, art and modern studies to maths, science, geography and so much more. Its visual nature, alongside the calming spaces throughout the building, means it is also great resource for neurodivergent pupils, with a wide range of learning differences. It is a real joy to bring classes to such an inclusive environment, where they all get so much from learning together.”

 

Upcoming exhibits

Tapestry artist Andrew Crummy, who is also dyslexic, has helped to curate a selection of panels from a range of his community artworks together for the very first time at a special exhibit that will run in the centre from November to December. On hearing the feedback from visitors and groups, he said: “It is a real honour to see the Great Tapestry of Scotland get such fantastic recognition from visitors and particularly groups who are often marginalised by society. I’m passionate about creating art that supports communities and enhances the wellbeing of all those who visit, so it is brilliant to see this happening in Galashiels.”

Now in its permanent home in the once thriving textile region of the Scottish Borders, The Great Tapestry of Scotland’s 160 panels tell a visually compelling account of the people’s story of Scotland from millions of years BC to present day. Its purpose-built visitor centre is home to two galleries, a café, workshop space and shop. It has hosted a number of visiting exhibits, including The Essex House Tapestries: Life of Julie Cope by the globally renowned contemporary artist Grayson Perry and a special exhibit providing students at the nearby Heriot Watt University with a platform to showcase their work.

Upcoming exhibits and events include an exhibit, workshops and family fun, supported by the Confucius Institute, exploring the journey of Songjiang’s cotton textiles from China (17 January to 25 March) to celebrate Chinese New Year.

 

Supporting the local economy

In spite of a difficult few years for the whole visitor attraction sector, the Centre has become one of the most visited, highly acclaimed attractions in the Scottish Borders, with surrounding retailers also reporting an increase in footfall.

Councillor Euan Jardine, Council Leader at Scottish Borders Council said: “It is fantastic to see that The Great Tapestry of Scotland is being congratulated for providing such inclusive, welcoming and engaging day out. I have heard from many constituents who have got so much from their visits.

“We’re incredibly lucky to have this inspiring cultural hub on our doorstep telling our unique story of Scotland, delivering jobs, making a contribution to our economy and supporting accessibility and wellbeing for everyone in the community.”

For more information, including opening times and ticket prices, visit greattapestryofscotland.com. The Great Tapestry of Scotland is operated by the culture and sports charity LiveBorders.

The Association of Scottish Visitor Attractions (ASVA) is delighted to announce the resounding success of the ASVA Annual Conference 2024, held on Thursday 14^th November at Perth Concert Hall. With over 390 professionals from Scotland’s visitor attraction and tourism sector in attendance, the conference marked a record turnout, bringing together industry leaders, representatives from diverse attractions, and a vibrant trade exhibition that showcased innovative products and services from across the UK. This year’s event reflected ASVA’s vision for “World Class Scottish Attractions” and its mission to “Inspire, Represent, and Support the Scottish Visitor Attractions sector.”

Opening the day, Minister for Business Richard Lochhead MSP welcomed delegates with remarks underscoring the importance of Scotland’s visitor attraction and wider tourism sector to both the economy and the shared experiences of our visitors. Mr. Lochhead said: “This conference is an opportunity for Scotland’s vibrant tourism industry to come together and share visions for the future, whilst also appreciating the value of the sector to Scotland.

“Both government and industry share the same ambition to make Scotland a world leader in tourism. This is incredibly important to the country, as a successful tourism industry supports jobs and showcases Scotland to global audiences every year.

“The industry has had some real successes this year, with The Real Mary King’s Close named Britain’s Best Visitor Attraction 2024 by Tripadvisor being one example amongst many. Given this, it’s no surprise that 96% of all visitors to Scotland enjoyed at least one attraction in the last year.”

The conference programme featured diverse sessions that addressed key areas essential to Scotland’s visitor attraction sector, including:

• Beyond the Welcome: Crafting Unforgettable Experiences – Presenters from the Roman Baths, The Royal Yacht Britannia, and Big Ben shared insights into creating meaningful, memorable experiences that improve visitor engagement and foster operational excellence.
• Specialised Thematic Sessions – Delegates participated in breakout sessions tailored to their needs, with topics covering best practice in small and large attractions, digital transformation, sustainability practices, community engagement and inclusion. These sessions offered attendees practical strategies and takeaways to apply within their own organisations.
• Future of Tourism – The day finished with a compelling session featuring influential voices from within the tourism sector, including Rob Dickson from VisitScotland, Bernard Donoghue from ALVA, Marc Crothall from the Scottish Tourism Alliance, and Josh Ryan-Saha from Traveltech for Scotland. They discussed emerging trends and opportunities for growth, emphasising the importance of innovation and collaboration in shaping the future of Scotland’s tourism landscape.
• Scottish Attractions Inspiring People Awards – A highlight of the day was the celebration of the Scottish Attractions Inspiring People Awards, which recognised outstanding contributions from individuals whose dedication, creativity, and passion make Scotland attractions world class.

Following the day’s sessions, the conference concluded with a vibrant evening drinks reception at Perth Museum, generously sponsored by Timberplay Scotland. Attendees enjoyed refreshment from Scottish suppliers, networked with peers and explored the museum’s exhibits, including a guided tour of the iconic Stone of Destiny. This memorable evening fostered connections and allowed delegates to reflect on the day’s insights within the inspiring setting of Perth’s cultural heritage.

This year’s conference was strengthened through ASVA’s valued partnership with the Association of Cultural Enterprises (ACE), providing attendees with even greater access to expert insights across the cultural sector. We would also like to extend a special thank you to our headline sponsor, Dynavics, for their incredible support, as well as to all our other event supporters. Their contributions helped make this year’s conference a truly memorable experience. This collaboration underscores ASVA’s mission to “Inspire, Represent and Support” the Scottish visitor attractions sector, offering a well-rounded experience to equip members with knowledge and resources for sustained growth and excellence.

ASVA CEO, Michael Golding commented on the conference’s success, saying: “The incredible turnout at this year’s conference reflects the strength of the community in the Scottish attractions sector. It also clearly shows our commitment to continually learn and improve the quality of the experiences we provide. I’m inspired by the dedication of our sector and by working together, we are advancing our vision for World Class Scottish Attractions.”

The Association of Scottish Visitor Attractions (ASVA), the organisation dedicated to inspiring, representing, and supporting the visitor attractions sector in Scotland, is delighted to announce the finalists for the 2024 Scottish Attractions Inspiring People Awards.

This year marks the introduction of the refreshed awards, to better recognise the diversity of talent and dedication across the sector. The awards are all about celebrating individuals who bring passion, creativity, and commitment to their roles, whether they’re on the front lines or working behind the scenes who play a crucial role in making Scotland’s attractions truly world class.

The winners will be announced at the ASVA Annual Conference, to be held at the Perth Concert Hall on Thursday 14th November. The event, which brings together leaders and professionals from across Scotland’s tourism and attractions sector, will provide a fitting stage to celebrate the remarkable achievements of those who have gone above and beyond in their roles.

The awards feature five categories: Rising Star, for the up and comers making waves and showcasing talent in the visitor attraction sector; Experience Maker, to recognise those delivering world class experiences whether face-to-face or behind the scenes; Technology Innovator, celebrating individuals enhancing technologies or implements impactful new solutions; Sustainability Champion, honouring those making an impact on responsible tourism and preserving attractions for future generations; People’s Hero, acknowledging the person who is at the heart of a team or communities, fostering inclusivity, accessibility and building connections.

Celebrate the finalists below (in alphabetical order):

Rising Star:

• Sarah Baudouin (The Real Mary King’s Close)
• Madeline Greene (Black Watch Castle & Museum)
• Lindsay MacAndrew (National Trust for Scotland)

Experience Maker

• Alex Geddes (Peterhead Prison Museum)
• Ashleigh Pink (Dundee Heritage Trust)
• Lindsay Ross (Royal Zoological Society of Scotland)
• Katie Scott (The Real Mary King’s Close)

Technology Innovator

• Emilie Lumineau (The Real Mary King’s Close)
• Grant McGuigan (Camera Obscura & World of Illusions)
• Silvana-Anastasia Neagu (Johnnie Walker Princess Street)
• Sophie Walker (Dundee Heritage Trust)

Sustainability Champion:

• Jonathon Dodds (Mercat Tours)
• Phillipa Lumsden (Camera Obscura & World of Illusions)
• Kirsty Vavasour (Diageo Scotland Brand Homes)

People’s Hero:

• Ciara Courtney (Provan Hall Community Management Trust)
• Fiona Johnston (Palace of HolyroodHouse)
• Elicia Walpole (The Real Mary King’s Close)

ASVA CEO, Michael Golding said: “We’re incredibly proud to celebrate the finalists for this year’s Scottish Attractions Inspiring People Awards. The calibre of entries we received showcases the talent and dedication that make Scotland’s visitor attractions truly world class. These awards not only highlight individual achievements but also shine a spotlight on the collective efforts of our sector to deliver unforgettable experiences.”

ASVA Chair, Paul Nixon said: “The Scottish Attractions Inspiring People Awards are a wonderful opportunity to recognise the passion and dedication that individuals bring to our sector. It’s the people who truly make Scotland’s attractions world class, and these awards are about celebrating their hard work, creativity, and commitment. We look forward to celebrating their achievements at the ASVA Annual Conference.”

Following the recent announcement by VisitScotland regarding the retirement of the current Quality Assurance scheme, ASVA has been actively consulting with members to assess the sector’s needs. The feedback has made it clear that a new, improved Quality Assurance scheme is necessary. After careful consideration, we are pleased to share that ASVA intends to launch a new scheme owned and guided by the industry that will be open to all ASVA members and identified categories of businesses determined as part of the scheme design process. This initiative will operate on a break-even basis, aligning with our goal to support and develop Scottish attractions, with the aim to start in April 2025.

In creating this new scheme, we have worked closely with members, industry experts and stakeholders to ensure it addresses the diverse needs, challenges, and opportunities facing Scotland’s attractions. We will continue to work closely with VisitScotland to look at what complimentary industry advice and support they can offer ASVA members as they develop their new model of business support. Our approach is driven by the following core principles, designed to ensure that the new Quality Assurance scheme not only meets, but exceeds, the expectations of the industry and the attractions it serves.

Core Principles of the New Scheme:

• Commitment to World-Class Standards: By incorporating international best practices, we aim to deliver a globally recognised quality scheme.
• Industry-Owned and Agile: The new scheme will be led by ASVA, with the industry actively guiding its strategic and operational development.
• Enhanced Star Grading and Marketing Content: We will continue to provide star gradings while adding new branding and content support to empower our members in marketing their attractions.
• Improved Training: Building on our current offerings, we plan to increase the quality, access, and availability of training specific to this new scheme.
• Data Dashboard and Targeted Learning: A new benchmarking dashboard will inform members about industry standards and support learning trips to improve quality.

While we expect the cost to be higher than the previous scheme, we believe the added benefits – industry-led standards, enhanced training, improved marketing support, and valuable data insights – provide the best value for members.

CEO of ASVA, Michael Golding said: “We are excited to bring forward a Quality Assurance scheme that truly reflects the needs of our industry. We are committed to our vision for world-class Scottish attractions, and the incredible experiences they provide to visitors from around the world, that underpin the success of Scotland’s tourism industry as a whole.”

Chair of ASVA, Paul Nixon said: “This scheme is being developed by the industry, for the industry. We encourage all members to participate in the ongoing consultation to shape a scheme that will drive excellence across Scottish visitor attractions.”

Our priority is to be industry and needs led, and we will communicate transparently and actively as we progress. We invite all members and industry stakeholders to provide feedback on this proposal and contribute to its success as we work together to develop a Quality Assurance scheme that meets the aspirations of our sector.

For further information or to provide feedback, please feel free to contact us:
Michael Golding
CEO, ASVA
Email: michael@asva.co.uk

We’re excited to introduce a brand-new way for you to showcase your affiliation and pride in being a part of the ASVA family.  

The digital membership badge is exclusively for our members and can be proudly displayed on your website, email signature, and social media profiles. This badge showcases your commitment to the visitor attraction sector and symbolises your connection to a community dedicated to making Scottish attractions world-class. As a valued part of our network, we hope you’ll take pride in displaying this logo.

How to use your digital badge:

• Simply download the badge here.
• Add it to your website, or alongside other organisation badges and certifications.
• Share it on your social media profiles to show your commitment to the sector. 

We hope you will take full advantage of the digital membership badge and we can’t wait to see how you use it! If you have any questions or require further information, please email iona@asva.co.uk. 

Scotland’s visitor attractions enjoyed a robust year with visitor numbers up 17.2% despite cost of living and inflationary pressures, according to new figures released today.

Attractions across the country recorded 48,685,638 visits last year, an increase of 7,133,336 on 2022, as the sector saw numbers return to pre-COVID levels.

Data from the Moffat Centre at Glasgow Caledonian University and the Association of Scottish Visitor Attractions (ASVA) shows free attractions racked up 30,605,269 visits, up 4,354,960 on the previous year.

Edinburgh Castle remained in the top spot as Scotland’s most popular paid-for attraction, with visitor numbers increasing 41.5% to 1,904,723.

The National Museum of Scotland remains the number one free attraction with numbers increasing 10.8% to 2,186,841.

The National Galleries of Scotland: National recorded a 43.8% increase to 1,836,057, while St Giles Cathedral, up 37.6% to 1,473,211, and Kelvingrove Art Gallery and Museum, up 32.2% to 1,283,882, also enjoyed a busy year.

The Gallery of Modern Art in Glasgow, which hosted Banksy’s first exhibition in 14 years, recorded a 60.4% increase in visitors to 510,936, while The Royal Yacht Britannia saw visitor numbers jump 51.1% to 361,175.

Chris Greenwood, Senior Research Fellow at The Moffat Centre, said: “Despite many headwinds experienced by businesses and consumers, visitor numbers have been robust. The overall performance is very positive.

“Consumer sentiment studies have shown greater price sensitivity among consumers relating to travel and tourism but a desire to travel remains.

“Price-sensitive visitors have a wealth of free attractions to choose from and our paid attractions continue to appeal to both international and domestic visitors alike.”

The overall number of visitors to paid-for attractions increased 19.2% in 2023 to 18,080,369.

Strong performers included Culzean Castle and Country Park, up 29.6% to 291,674, Glasgow Science Centre, up 24.2% to 350,441, and Urquhart Castle and Stirling Castle, up 24% and 23.7% respectively.

A total of 616 attractions across Scotland provided data for this year’s Visitor Attraction Monitor report.

Michael Golding, chief executive of ASVA, said:“Our sector’s relentless focus on delivering exceptional visitor experiences has been key to our recovery. The consistent upward trend in visitor numbers year after year is a result of the hard work of businesses.

“This resurgence of visitors is crucial, not only to our attractions and the tourism sector but also plays a significant role in bolstering the wider Scottish economy and supporting the communities that surround these attractions.” He added:“Despite facing ongoing challenges, our unwavering commitment to quality ensures Scotland’s position as a preferred destination for both UK and international visitors, promising continued growth, innovation, and sustainability.”

View the top 10 paid and free admissions here.

To inform the industry and support the work ASVA does to represent it, a benchmarking report was commissioned in 2023. The work was completed by Shanks Research, and we are now pleased to share the results of this research.

This was the most comprehensive data gathering exercise undertaken within the attractions sector in Scotland and the results will be used by ASVA to inform, educate & inspire members and to help shape and influence future policy decisions taken at a Scottish and UK Governmental level.

Within the report you will find insights on: organisation size and structure, funding, marketing, ticketing, HR and employment, sustainability, visitor statistics, finance and more.

Just under 400 individual ASVA attractions submitted data for inclusion in the report, from which some of the key points are as follows:

• In 2022, attractions mainly invested in maintenance and upkeep, into the development of new facilities, and into marketing and promotion. These were common across all types of attractions.
• Visitors tend to be older than the population, with the most common age group being 55-64, and low numbers of under 25s.
• The most common awards held by attractions were the Visit Scotland Quality Assurance award, followed by the Green Tourism Award.
• 99% of attractions offer living wage salaries.
• Increased footfall was the main criteria of success for organisations.
• Funding comes mainly from ticket revenue, with more than a third of revenue coming from this source. Remining funding comes from retail –particularly key for distilleries.
• Half of tickets are still purchased as walk-up tickets. Adult ticket prices averaged around £13, while a child ticket cost £5.50. More than half had set prices, but some attractions are now branching out into variable pricing models.

The full in-depth report can be found in the members area here.

A huge thank you to those who took the time to contribute to the completion of the report, we appreciate your time and hope you find this report useful to use as a reference for future benchmarking and insights.

Please do provide any feedback to ASVA CEO, Michael at michael@asva.co.uk that can help to inform future benchmarking reports. 

Scottish visitor attractions have demonstrated unparalleled excellence in visitor experience, outshining their counterparts across the UK, according to the latest results from the Mystery Visits programme. The results show Scottish attractions have consistently excelled since the initiation of the programme in 2021, consistently surpassing the UK benchmark.

Jon Young, Director of BVA BDRC said:“Scottish attractions have excelled since we started our Mystery Visits programme in 2021, regularly averaging above the UK benchmark. What makes these high scores particularly impressive is that these attractions have achieved top scores in all aspects of a visit. This includes areas where the sector average is low – such as staff proactivity (at arrival and during the visit) and sustainability. In our annual presentation in January (open to all) we will be sharing best practice on precisely what these attractions do so well in these areas.”

The recent ASVA Annual Conference provided a platform for the industry to collectively celebrate the exceptional performance and innovation demonstrated by Scottish visitor attractions. The resonance of key themes throughout the event not only underscores past successes but also sets the stage for a promising future, affirming Scotland’s position in the realm of visitor experiences.

Michael Golding Chief Executive of Association of Scottish Visitor Attractions (ASVA) said:“The recent ASVA Annual Conference was the largest of its kind in the UK. It cast a spotlight on Scottish attractions outstanding commitment to visitor experience, which was evidenced in the UK leading Mystery Visit results. We’re incredibly proud and we are committed to providing ASVA members with ways to continually improve.”

“To support our industry, the conference also provided delegates with ways to exceed visitor expectations, use valuable insights to improve business performance, incorporate responsible tourism practices, and more as we deliver the ASVA vision to support the industry to create incredible memories for visitors from around the world.”

The recently released Mystery Visits report delves into the intricacies of these visits, unveiling the average scores across the 180 encounters, offering a panoramic view at overall, sector, and category levels. This overview serves as a valuable resource for attractions to assess their performance and identify areas for improvement.

Scotland led the nation’s top scorers, showcasing exceptional visitor experiences and serving as benchmark for industry excellence. Mercat Tours scored 100% and Camera Obscura scored 98.7% elevating Scotland’s commitment to unparalleled visitor experiences.

Kat Brogan, Managing Director at Mercat Tours said:“Striving to be the best is a cycle – ask, listen, reflect, act.

“Our team, our visitors and local community have all supported Mercat Tours to thrive since 1985 and quality has been the foundation of our growth.  The VisitScotland Quality Assurance Scheme pushed us to achieve 5 stars in 2006 and, to further excel, we launched our own rigorous QA scheme which celebrates our team and informs training, challenges us to improve and shapes product development.

“Since 2021 Mercat now benchmarks against the premium experiences offered in the UK with the BVA project.  This has elevated our knowledge and learning from across the country and sector which directly benefits for our team and visitors.  Our results have boosted our team who take great pride and passion in their work and steered future plans.”

The remarkable success of Scottish visitor attractions, highlighted by the Mystery Visits programme and echoed at the ASVA Annual Conference, cements Scotland’s potion as a leader in delivering unparalleled visitor experiences. As Scotland continues to set benchmarks for excellence, the future looks promising, driven by a collective dedication to innovation, sustainability, and the continual pursuit of excellence in visitor attractions across the nation.

The Association of Scottish Visitor Attractions (ASVA) proudly commemorates its 35th anniversary, marking three and a half decades of unwavering commitment to Scotland’s dynamic tourism sector. In conjunction with this milestone, ASVA is excited to announce the appointment of three distinguished professionals to its Board of Directors. Alex Harvie, Head of Marketing Communications & Destination Marketing at Glasgow Life, Ross McMillan, Head of Destinations at Scottish Canals and Claire Eva, Director of Audiences and Media at V&A, have joined ASVA’s esteemed Board.

The appointments were confirmed at ASVA’s Annual General Meeting on Thursday 7^th December. In their respective roles, Alex, Ross, and Claire have demonstrated exceptional leadership in the tourism and cultural sectors, contributing significantly to the growth and success of their organisations. Their wealth of experience aligns seamlessly with ASVA’s mission to support and elevate visitor attractions across Scotland.

Paul Nixon, Chair of the ASVA Board and General Manager of The Real Mary King’s Close said:“As ASVA celebrates 35 years of dedication to promoting and advancing Scotland’s visitor attractions, I am delighted to extend a warm welcome to our new Board Members. Their wealth of experience and passion for our industry will undoubtedly enhance the strategic vision and dynamism of our Board.

“Together, we look forward to steering ASVA towards exciting horizons, and ensuring the continued success of Scotland’s vibrant visitor attractions. Their leadership will play a pivotal role in shaping our collective journey, and I am confident that their contributions will make a lasting impact.”

The new appointments come at an exciting time for ASVA as the organisation celebrates 35 years and approaches 300 members within the organisation, highlighting a significant milestone in its journey. Founded 35 years ago, ASVA has played a pivotal role in shaping and supporting Scotland’s tourism landscape. With nearly 300 members, ASVA has become a robust community of attractions, dedicated to fostering growth and collaboration within the industry.

As the Head of Marketing Communications and Destination Marketing at Glasgow Life, Alex Harvie plays a pivotal role in the operations of one of Scotland’s largest charities. Eight of Glasgow Life’s venues are ASVA attractions, including the award-winning Burrell Collection, Kelvingrove Art Gallery, and the Riverside Museum.

Alex Harvie, Head of Marketing Communications & Destination Marketing at Glasgow Life said: “As an enthusiastic supporter of ASVA’s mission and recognising the important role our attractions play at the heart of Scotland’s visitor economy, I look forward to supporting this wonderful organisation as a member of the Board.”

With a robust background spanning private, public, and third-sector organisations, Ross McMillan has established himself as a prominent figure in the tourism industry. His expertise lies in the commercial development of attractions, contributing to the success of ventures through strategic vision and effective capital investment.

Ross McMillan, Head of Destinations at Scottish Canals said:“I am delighted to be joining ASVA as a non-executive Board Member. ASVA is an exemplary industry body which truly reflects its values in how it represents and supports its members. I look forward to supporting the team, new and existing board colleagues and meeting many more members.”

In her role at V&A Dundee, Claire Eva leads Media and Audiences, driving initiatives in digital strategies, marketing, and communications. With a career spanning major institutions like Tate and Serpentine Galleries, Claire, a 20-year veteran in strategic marketing, passionately brings brands to life and has played a key role in putting Dundee on the global map and contributing to its reimagined waterfront development.

Claire Eva, Director of Audiences and Media at V&A Dundee said:“I’m absolutely delighted to be joining the ASVA board. ASVA is an essential institution for tourism in Scotland, ensuring our talented workforce has a strong network to help us deliver outstanding experiences for every visitor. It also ensures we are united as an industry in advocating for the outstanding impact of the attractions sector in Scotland.”

The addition of Alex, Ross, and Claire to the Board of Directors further strengthens ASVA’s commitment to providing valuable resources, networking opportunities, and advocacy for its expanding membership. Their diverse backgrounds in marketing, audience engagement, and destination management promise a dynamic and innovative approach to advancing ASVA’s mission. The association eagerly looks forward to benefiting from their leadership as it continues to shape Scotland’s vibrant visitor attractions landscape.