News

ASVA has opened recruitment for its next Chair, offering an opportunity for an ambitious sector leader to help shape the next stage of the organisation’s growth and influence.

ASVA enters this recruitment from a position of strength. In recent years, the organisation has clarified its direction, expanded its team and services, launched its industry-led Quality Scheme and significantly grown its membership. Today, ASVA represents 287 member organisations and 531 visitor attractions across Scotland, with 239 sites participating in the Quality Scheme.

With a new Business Plan now in development and further investment being made in business development, the next Chair will join ASVA at an important point in its evolution.

An opportunity to lead ASVA’s next chapter

The incoming Chair will provide leadership to the ASVA Board and work closely with Chief Executive Michael Golding to help grow the organisation’s reach, financial strength and national influence over the next three years.

The role will focus on four key areas:
– Lead the Board – Set the tone for open, focused and constructive discussion. Build consensus, strengthen governance and keep the Board centred on ASVA’s long-term success. Chair the AGM and support Board development
– Support and challenge – Develop a trusted working relationship with the Chief Executive. Act as a sounding board, offer perspective and draw on the wider Board when useful. Lead the CEO’s annual review.
– Championing sustainable growth – Help convert ASVA’s stronger foundations into membership growth, financial resilience and even greater value for members.
– Elevate ASVA’s influence – Represent ASVA with confidence, strengthen strategic partnerships and help ensure visitor attractions have a voice where national decisions are made.

Outgoing ASVA Chair Paul Nixon said:
“ASVA enters this recruitment from a position of strength. In recent years we have clarified our direction, expanded our team and services, and launched an industry-led Quality Scheme that is already making a difference across Scotland. With a new Business Plan now in development, the next Chair will help the Board turn that foundation into sustained growth, stronger partnerships and greater national influence.”

ASVA Chief Executive Michael Golding added:
“This is a rare chance to work with an ambitious Board and a small, committed team at an important moment for ASVA. We want to increase what we deliver for members. To do that we need to grow our membership and continue to elevate our position within the tourism sector.”
“The relationship I value is ambitious, supportive and challenging – focused on what ASVA and Scotland’s attractions can achieve next.”

Who is ASVA looking for?

ASVA is seeking an ambitious, visible sector leader who can create momentum, build Board consensus and represent the organisation with credibility. Applications are welcomed from leaders representing attractions of all sizes, types and locations, including both first-time and experienced Chairs. Candidates should bring senior leadership experience in Scottish tourism, strong financial, governance and organisational judgement, and the confidence to act as a credible and influential ambassador for Scotland’s visitor attractions sector.

Applicants must represent an ASVA member organisation.

The appointment is for an initial three-year term, renewable once. It is an unpaid voluntary position, with reasonable expenses covered.

How to apply

Please submit your CV and responses to the three questions below. Your combined answers should total no more than 1,000
words, which may be broken down as you wish.

1 Why you, why now?
Why do you want to become Chair of ASVA at this point, and what experience, perspective and personal contribution would you bring to the role?

2 Building from strong foundations
ASVA has established a clear direction, strengthened its team and systems, launched new services and invested in business development. How would you work with the Board and Chief Executive to turn these foundations into sustainable growth and greater value for members?

3 Elevating ASVA’s national influence
ASVA already holds a strong position within Scottish tourism. How would you help strengthen its profile, influence and presence at the highest levels, ensuring the voice of visitor attractions is heard while also supporting ASVA’s continued growth?

*Applicants may also indicate whether they wish to be considered for a general Director vacancy

Applications are open now and close at 5pm on Tuesday 15 September 2026.

Full details of the role, application process and appointment timetable can be found in the ASVA Chair Recruitment Pack.
Applications should be sent to michael@asva.co.uk.

The Security Industry Authority (SIA) has published a range of new resources to help organisations prepare for the introduction of Martyn’s Law, officially known as the Terrorism (Protection of Premises) Act.

The legislation is currently expected to come into force in Spring 2027 and will introduce new responsibilities for many publicly accessible premises and events to improve preparedness for the risk of terrorism.

To support organisations ahead of implementation, the SIA has released several new resources:

Communications toolkit

A new communications toolkit is now available, containing ready-made content and creative assets that organisations can use to raise awareness of Martyn’s Law with colleagues and stakeholders. The toolkit will continue to be updated as further guidance becomes available.

Martyn’s Law newsletter

The SIA has also launched a dedicated Martyn’s Law newsletter, providing regular updates on the legislation, implementation plans, guidance and opportunities to get involved.

Frequently Asked Questions

For organisations looking to better understand what the legislation means in practice, the Home Office and SIA have developed a comprehensive Frequently Asked Questions page on the ProtectUK website. This is a useful starting point for attractions beginning to consider how the new requirements may apply to their premises or events.

As further guidance is published over the coming months, ASVA will continue to keep members informed of key developments.

Useful links

• ProtectUK – Martyn’s Law FAQs
• Sign up to the SIA’s Martyn’s Law newsletter
• Access the SIA communications toolkit

The National Galleries of Scotland has received £8.5 million from The National Lottery Heritage Fund towards its landmark The Art Works project, bringing the ambitious development another step closer to construction.

The funding follows the Scottish Government’s commitment of £56 million announced earlier this year and represents a major milestone in creating a new, free-to-visit cultural destination in north Edinburgh.

The Art Works will provide a new home for more than 130,000 artworks – around 97% of Scotland’s national art collection – ensuring the collection is preserved for future generations while making it more accessible than ever before.

Designed as far more than a collection store, the new facility will give visitors the opportunity to discover Scotland’s art in new ways through exhibitions, events, learning programmes and behind-the-scenes access. It will also support a national programme of loans, touring exhibitions and digital engagement, helping people across Scotland experience the national collection closer to home.

The project also aims to inspire the next generation, with an ambition that every child in Scotland will have the opportunity to engage with the national art collection, whether by visiting The Art Works, seeing artworks on loan in their local community or exploring them online.
Alongside improving public access, The Art Works has sustainability at its heart. Once complete, it will become Scotland’s largest cultural Passivhaus building, supporting the National Galleries of Scotland’s environmental ambitions and contributing to Scotland’s journey towards net zero.

The development will also strengthen collaboration across the cultural sector through the creation of a National Collections Hub. Alongside the National Galleries of Scotland’s collection, it will house collections from the Royal Scottish Academy, the Demarco Archive Trust and the ARTIST ROOMS collection, shared with Tate.

ASVA congratulates the National Galleries of Scotland on securing this significant investment. The Art Works promises to become an important new addition to Scotland’s cultural landscape, preserving the nation’s artistic heritage while creating new opportunities for learning, collaboration and visitor engagement.

Read more about The Art Works on the National Galleries of Scotland website.

ASVA Visitor Attractions Moffat Report – Executive Summary – May 2026

May 2026 delivered a solid and broadly encouraging performance for Scotland’s ASVA membership of the visitor attractions sector, extending the more stable spring trading pattern seen throughout 2026. While the overall picture was positive, the evidence suggests the market remains finely balanced. More favourable weather conditions provided welcome support for visitor activity, but consumer demand continued to be shaped by ongoing cost-of-living pressures and increasingly cautious spending decisions.

The wider tourism market reflects this mixed environment.

VisitScotland’s domestic sentiment research shows that the proportion of UK residents intending to visit Scotland between April and September 2026 fell to 10%, down from 13% during the same period last year. Overall UK leisure travel intentions also softened, indicating that while demand remains present, consumers are becoming more selective about where and how they spend. For visitor attractions, this reinforces the importance of clearly demonstrating value, delivering high-quality experiences, and providing flexibility that encourages visitors to commit.

Weather conditions were undoubtedly a positive influence during the month.

According to the Met Office, May 2026 was the UK’s joint third warmest May on record. Scotland experienced above-average temperatures, while sunshine levels across the UK were slightly above normal and rainfall remained below average nationally. These conditions are typically favourable for Scotland’s visitor attractions, particularly outdoor, heritage and family-focused sites, supporting stronger day-trip activity, longer dwell times and greater confidence to travel.

International market indicators also remained encouraging.

VisitBritain reported that inbound air arrivals to the UK during May were 8% higher than in May 2025, with Glasgow among the destinations recording particularly strong year-on-year growth. At the same time, flight search activity for June showed Scotland continuing to perform well within international travel planning. While aviation trends do not translate directly into attraction visits, they provide further evidence that Scotland remained highly visible and competitive during the early summer booking period.

For ASVA members, the strategic picture remains consistent.

Attractions that combined a compelling visitor proposition with clear value for money and an offer capable of performing well regardless of weather conditions appear to have been best placed to convert consumer interest into visits. The sector continues to experience a measured recovery rather than sustained, broad-based growth, with experience-led destinations and urban attractions generally demonstrating greater resilience than more discretionary visits. Against this backdrop, success is likely to depend less on maximising visitor numbers alone and more on converting demand effectively, enhancing visitor spend, and providing compelling reasons for visitors to choose Scotland’s attractions in an increasingly competitive marketplace.

Credit: Moffat Centre for Travel and Tourism Business Development | Glasgow Caledonian University

ASVA members from across Scotland have once again been recognised among the regional finalists for the Scottish Thistle Awards, with 23 member organisations and representatives shortlisted across five regions.

The Scottish Thistle Awards celebrate the very best of Scotland’s tourism and events industry, recognising the attractions, businesses, teams and individuals who create exceptional experiences for visitors.

This year’s ASVA regional finalists have been recognised across a wide range of categories, including Best Visitor Attraction, Climate Action, Inclusion, Innovation, Employer of the Year, Rising Star and Individual of the Year.

From castles and historic homes to wildlife parks, distilleries, gardens, canals and immersive visitor experiences, the shortlist demonstrates the strength, variety and ambition of Scotland’s visitor attraction sector.

Aberdeen City and Shire

Five ASVA members and representatives have been shortlisted in the Aberdeen City and Shire regional finals.

Castle Fraser has been nominated for Best Visitor Attraction, while Glen Garioch Distillery has also been shortlisted in the category for a second consecutive year.

The National Trust for Scotland has received further recognition through Birks Pond at Castle Fraser, which has been shortlisted for the Climate Action Award, and Timesliders at Drum Castle, nominated for the Innovation Award.

Lynne McKenzie of the National Trust for Scotland has also been shortlisted for Individual of the Year, recognising her contribution to Scotland’s tourism industry.

Central and East of Scotland

ASVA members have an exceptionally strong presence in the Central and East of Scotland regional finals, with nominations spanning visitor experience, sustainability, inclusion, innovation and workplace culture.

Camera Obscura & World of Illusions has received four nominations, the highest number achieved by any ASVA member this year. The Edinburgh attraction has been shortlisted for Best Visitor Attraction, the Climate Action Award, Employer of the Year and the Innovation Award.

Edinburgh Zoo has retained its place among the Best Visitor Attraction finalists for a second consecutive year and has also been shortlisted for the Inclusion Award.

Dewar’s Aberfeldy Distillery joins the Best Visitor Attraction shortlist, while Dynamic Earth and Rosslyn Chapel have both been recognised in the Inclusion Award category.

Highlands and Islands

Five ASVA members and representatives have been shortlisted in the Highlands and Islands regional finals.

Cruise Loch Ness has been recognised in the Best Visitor Attraction category, celebrating the memorable experiences it provides on one of Scotland’s most famous waterways.

The region has a particularly strong showing in the Inclusion Award category, with Inverness Botanic Gardens, Highland Wildlife Park and The Singleton of Glen Ord Distillery all shortlisted.

Gemma Shaw of The Macallan Estate has also been named as a Rising Star finalist, recognising emerging talent and future leadership within Scotland’s tourism industry.

West of Scotland

Three ASVA members have reached the West of Scotland regional finals.

Tennent’s Visitor Centre and The Tall Ship Glenlee have both been shortlisted for Best Visitor Attraction. The Tall Ship Glenlee has now achieved recognition in the same category for a second consecutive year.

Scottish Canals has been shortlisted for the Climate Action Award, following its Innovation Award nomination in 2025. This year’s recognition highlights the organisation’s continued development across different areas of its visitor offer.

South of Scotland

In the South of Scotland, Abbotsford – The Historic Home of Sir Walter Scott has been shortlisted for Best Visitor Attraction.

The nomination recognises the work of the Abbotsford team in sharing the life, legacy and remarkable home of one of Scotland’s most influential writers.

Continued Recognition for ASVA Members

Seven ASVA member organisations have been shortlisted in both the 2025 and 2026 regional finals:

• Camera Obscura & World of Illusions
• Edinburgh Zoo
• Glen Garioch Distillery
• Highland Wildlife Park
• Inverness Botanic Gardens
• Scottish Canals
• The Tall Ship Glenlee

Three attractions have retained nominations in the same category across both years: Edinburgh Zoo, Glen Garioch Distillery and The Tall Ship Glenlee have each been shortlisted once again for Best Visitor Attraction.

It is also encouraging to see members receiving recognition in different areas from one year to the next. This reflects the wide-ranging work taking place across Scotland’s attractions to strengthen visitor experiences, improve accessibility, take meaningful climate action, support employees and develop innovative new ideas.

Many of the values celebrated by the Scottish Thistle Awards are also at the heart of the ASVA Quality Scheme, which supports visitor attractions in maintaining high standards and continuously improving the experiences they provide.

The strength of this year’s shortlist demonstrates the dedication of the teams and individuals working throughout Scotland’s visitor attraction sector. Their enthusiasm, knowledge, creativity and commitment help ensure that visitors receive the warm welcome and memorable experiences for which Scotland is known.

We would like to congratulate every ASVA member and representative shortlisted for the 2026 regional finals.

ASVA Visitor Attractions Moffat Report – Executive Summary – April 2026

Scotland’s visitor attraction sector demonstrated notable resilience during April 2026 despite a challenging operating environment and a range of external factors influencing visitor behaviour. ASVA member attractions recorded 3.60 million visits during the month, representing a marginal year-on-year decline of 0.7%, a considerably stronger performance than the national visitor attraction sample, which reported a 3.1% decrease. Year-to-date visits among ASVA members remain 3.2% below 2025 levels, reflecting the slower start to the year experienced across the sector.

The broader economic backdrop presents a mixed picture for tourism businesses.

Inflationary pressures continued to ease during April, with UK Consumer Price Inflation falling from 3.3% to 2.8%. Particularly encouraging for attractions was the reduction in inflation affecting recreation and culture, which fell from 2.8% to 1.7%. However, cost pressures remain significant for many operators, particularly those with hospitality and catering operations, as inflation within restaurants and hotels increased from 4.0% to 4.4%.

Consumer sentiment remains cautious.

While inflation is moderating, households continue to feel pressure on discretionary spending, with many consumers actively managing budgets and prioritising value. This ongoing price sensitivity is likely to have influenced visitor behaviour during April, particularly for higher-cost leisure activities and longer-distance trips. Nevertheless, domestic tourism demand remains relatively robust, supported by strong travel intentions and continued interest in UK-based short breaks and day visits.

Several sector-specific factors shaped performance during the month.

Easter fell at the beginning of April in 2026, compared with mid-April in 2025, creating a challenging comparison for attractions. In addition, Scotland experienced highly variable weather conditions, with periods of unseasonably warm temperatures followed by snowfall and severe wintry conditions across parts of the Highlands, Aberdeenshire, and the Borders. These conditions are likely to have influenced visitation patterns across both urban and rural destinations.

Performance varied significantly across attraction categories and locations.

Gardens (+7.4%), Other Historic Properties (+12.1%), Scottish Crafts and Retail Attractions (+10.2%) and Museums and Art Galleries (+5.7%) recorded strong growth, suggesting continued consumer demand for outdoor experiences, heritage assets, and culture-led visits. In contrast, Industrial and Workplace Attractions (-24.3%), Wildlife Attractions (-18.8%) and Historic Houses and Palaces (-13.4%) experienced more challenging trading conditions.

Geographically, the strongest growth was recorded in the Kingdom of Fife (+41.1%) and Orkney (+13.4%), while the Scottish Borders (-12.3%) and Outer Hebrides (-11.3%) experienced the largest declines. Notably, remote small towns delivered the strongest location-based growth (+9%), reinforcing a trend seen in recent years whereby visitors continue to seek authentic, dispersed and less crowded experiences across Scotland’s regions.

The outlook, looking ahead, remains cautiously positive.

Domestic travel intentions remain strong despite continued cost-of-living pressures, while UK air connectivity remains stable. However, attractions should continue to monitor consumer confidence, fuel prices, and geopolitical developments, particularly given the impact recent Middle East tensions have had on transport costs and travel markets globally. The evidence from April suggests that visitors remain willing to travel and engage with attractions, but they are increasingly selective in how and where they spend their leisure budgets. Attractions that clearly demonstrate value, deliver high-quality experiences, and respond effectively to evolving visitor expectations are likely to be best positioned to capture demand through the remainder of the 2026 season.

Credit: Moffat Centre for Travel and Tourism Business Development | Glasgow Caledonian University

Three ASVA member attractions have been chosen to take part in the British Museum’s nationwide programme celebrating the return of the Bayeux Tapestry to the UK in what has been described as a “once-in-a-generation” cultural event.

The Great Tapestry of Scotland in Galashiels, Dovecot Studios in Edinburgh and The Stirling Smith Art Gallery & Museum are among a select group of venues across the UK that will host exhibitions, events and educational activities linked to the British Museum’s major Bayeux Tapestry exhibition, running from September 2026 to July 2027.

The Bayeux Tapestry, one of the world’s most significant medieval artworks, will be displayed at the British Museum from 10 September 2026 to 11 July 2027. For the first time, visitors will be able to experience the tapestry displayed flat and in a continuous length, alongside important objects and artefacts connected to the Norman Conquest and medieval Britain.

Supporting this landmark exhibition will be a national programme of events exploring the tapestry’s history, legacy and continuing cultural influence. Scotland’s contribution will be led by three ASVA members, each offering a unique perspective on the enduring power of textile storytelling.

Great Tapestry of Scotland, Galashiels

The Great Tapestry of Scotland will present Two Nations: Two Tapestries, a year-long programme of exhibitions, workshops and storytelling activities beginning in September 2026. The programme will explore the historical links between Scotland and France, the influence of the Bayeux Tapestry on artist Andrew Crummy’s vision for the Great Tapestry of Scotland, and the shared experiences of the stitchers behind both works.

Educational activities linked to Scotland’s Curriculum for Excellence will also form part of the programme.

Sandy Maxwell-Forbes, Visitor Attraction Manager at Live Borders, said:

“We are thrilled that The Great Tapestry of Scotland has been selected as a Scottish partner in the British Museum’s national programme celebrating the Bayeux Tapestry.

“While separated by almost a thousand years, both works tell powerful stories of nationhood, identity and shared history, brought to life through the skill and dedication of communities of stitchers.”

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Dovecot Studios, Edinburgh

At Dovecot Studios, visitors will be able to experience a full-scale printed replica of the Bayeux Tapestry displayed across the studio’s renowned Tapestry Studio Viewing Balcony – the first time such a display has been shown in Scotland.

Alongside the replica, Dovecot’s weavers and volunteers are creating two new panels, one in embroidery and one in tapestry, providing visitors with a unique opportunity to compare the techniques and craftsmanship behind these historic textile traditions.

Heather Carroll, Curator and Exhibitions Manager at Dovecot Studios, said:

“As the UK’s longest-running tapestry studio, this is a natural collaboration for Dovecot, and we are delighted to be part of this special Scotland-wide programme, sharing our craft expertise while celebrating one of the world’s most remarkable textile artworks.”

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The Stirling Smith Art Gallery & Museum

The Stirling Smith Art Gallery & Museum will host a major programme examining the enduring relevance of tapestry as an artistic and storytelling medium.

Visitors will be able to explore a digital exhibition of the Bayeux Tapestry alongside displays of work by acclaimed artist Andrew Crummy, including designs and completed panels from his Cancer Tapestry. The museum will also showcase the Roman panel from The Tapestry of Black Britons during Black History Month.

A programme of talks, community stitching activities and special events will accompany the exhibitions.

Kirstie Campbell, Assistant Director of The Smith, said:

“From the Bayeux Tapestry’s medieval chronicle to contemporary community-stitched works, tapestry remains a uniquely compelling art form. What makes it so special is its ability to connect people – not only across centuries, but right now, in the same room, around the same cloth.”

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Showcasing Scotland’s Textile Storytelling

The involvement of these three ASVA members highlights Scotland’s significant contribution to the tradition of textile storytelling and community heritage projects. Together, their programmes will demonstrate how the legacy of the Bayeux Tapestry continues to inspire contemporary artists, makers and communities, while creating new opportunities for audiences across Scotland to engage with one of history’s most celebrated works of art.

Further details about the British Museum exhibition and associated national programme will be announced over the coming months.

Insights Strategy & Marketing Exchange

The presentation explored how Dovecot Studios delivered IKEA Museum’s first touring exhibition outside Sweden. The exhibition showcased 180 textile patterns and attracted more than 40,000 visitors, generating extensive media coverage.

Key themes discussed included:

• Building partnerships with major global brands and navigating complex approval processes.
• Managing licensing, copyright and brand restrictions while maintaining creativity and audience appeal.
• Delivering integrated marketing campaigns, including media partnerships, influencer engagement and outdoor marketing activity.
• Measuring return on investment and evaluating the impact of major exhibitions.
• The growing importance of AI search and Generative Engine Optimisation (GEO), with discussion around how attractions can improve their discoverability through AI tools.
• Strategies for engaging local audiences, including geo-targeted advertising, transport advertising, community partnerships, competitions and collaborative campaigns.

The discussion that followed provided valuable insights from members across the sector, including experiences working with major brands such as Aardman and Mattel, as well as practical examples of local audience development.

Watch the recording: www.asva.co.uk/dashboard

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What’s Next in Tech for Visitor Attractions

The session featured Josh Ryan-Saha, who explored how AI is changing the way visitors discover attractions online, covering topics such as AI-powered search, agentic AI, and practical examples of AI being used across the tourism and visitor attraction sector. Josh also discussed the growing importance of ensuring attraction websites are visible and understandable to AI platforms.

We also heard from Andrew Johnson and Claire Riddoch from Camera Obscura, who shared their experience of improving the attraction’s website visibility and performance. Following an independent audit, they identified a number of technical issues affecting discoverability and search rankings. Through a programme of website improvements and the introduction of an AI chatbot, Camera Obscura achieved a 69% increase in website sessions, highlighting the importance of regularly reviewing website performance and AI readiness.

Watch the recording: www.asva.co.uk/dashboard

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ASVA Visitor Experience & Engagement Ideas Exchange

The session featured a case study from Christina Dobbie from Glen Garioch Distillery, who shared how her team has developed an award-winning visitor experience through a focus on people, authenticity and collaboration.

Christina spoke about the importance of creating a warm welcome, investing in staff training and ensuring visitors feel valued as individuals rather than simply part of a tour group. She also shared examples of how memorable experiences can be created through thoughtful, low-cost enhancements, authentic storytelling and opportunities that help visitors connect more deeply with a place and its heritage.

The discussion explored the growing demand for premium and bespoke experiences, with visitors increasingly seeking exclusive access, behind-the-scenes opportunities and more personalised experiences. There was also valuable conversation around the role of local partnerships, with examples of how collaboration with accommodation providers, food and drink businesses, tourism organisations and other local partners can enhance the visitor offer while supporting the wider destination.

Accessibility and inclusivity were highlighted as important considerations, alongside the value of continually reviewing and refining the visitor journey to ensure guests feel welcomed, engaged and valued throughout their visit.

A recurring message from the session was that outstanding visitor experiences are often built through people, partnerships and creativity rather than large budgets, and that even small changes can have a significant impact on how visitors remember and talk about an attraction.

Watch the recording: www.asva.co.uk/dashboard

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A new temporary VAT reduction aimed at supporting family attractions, activities and restaurants during the summer holidays is set to come into effect across the UK on 25 June. However, new industry research suggests the majority of Scottish attractions may see little direct benefit from the scheme.

The UK Government’s Great British Summer Savings Scheme will reduce VAT from 20% to 5% on a range of eligible family-focused admissions and children’s meals between 25 June and 1 September 2026.

The reduced VAT rate applies to children’s meals served in restaurants, children’s and family tickets for cinemas, theatres, exhibitions and shows, as well as admission tickets for attractions including museums, galleries, zoos, adventure parks, soft play centres, heritage sites, nature reserves and botanical gardens.

However, a survey of ASVA members shows that many operators face challenges in determining whether they can benefit from the scheme.

Limited impact across the sector

ASVA member survey data summary:

• 45 attractions responded, only 17 (38 %) expect the VAT reduction to be relevant to them
• Only 10 respondents (22% of the total responses) currently plan to pass the saving to visitors, and 7 of those eligible are unsure
• 24 respondents (53 %) say the change does not apply to them, mainly because admissions are VAT-exempt, children already enter free, or their offer is adult-focused.
• 4 respondents (9 %) are still assessing eligibility.

Complexity behind the headlines

Michael Golding, ASVA CEO, said the headline VAT reduction masks a much more complicated reality for operators.

While the reduction is welcome for businesses that can benefit, many attractions are either ineligible or face significant operational and financial considerations before making any changes.

Issues such as Gift Aid implications, ticketing systems, finance processes, visitor communications and operational planning are all influencing decision-making.

One attraction surveyed estimates it could lose 37p in Gift Aid income for every adult ticket sold if it implements the VAT change, creating a complex financial balancing act despite the lower tax rate.

For some organisations, retaining the VAT saving rather than reducing prices may provide valuable cashflow support and strengthen long-term financial resilience.

Key considerations for attractions

ASVA is encouraging attractions to carefully evaluate several factors before implementing any changes:

• Confirm eligibility across admissions, packages and catering offers.
• Model the financial impact, including revenue forecasts, visitor demand and Gift Aid implications.
• Assess cashflow benefits and longer-term sustainability.
• Review systems and processes, including tax code updates, refunds and ticketing platforms.
• Plan operational changes, such as signage, websites, marketing materials and advance booking communications.
• Train staff to ensure consistent messaging and understanding of the changes.

Sector-wide impact expected to be modest

With fewer than four in ten attractions expecting the VAT reduction to apply to them, ASVA believes the overall impact across Scotland’s visitor attraction sector is likely to be limited.

The timing of the scheme also coincides with one of the busiest periods of the year for attractions, when demand is already typically strong.

While some operators may benefit from improved cashflow or the ability to offer lower prices to visitors, many businesses face a challenging and fast-moving implementation process ahead of the summer holiday season.

As the 25 June launch date approaches, attractions across Scotland continue to assess whether the temporary measure represents an opportunity, a risk, or simply another layer of complexity during the peak tourism season.

Many attractions will have seen VisitScotland’s recent reminder regarding the removal of former Quality Assurance Scheme signage and references.

As VisitScotland’s Quality Assurance Scheme concluded in 2025, businesses are now required to remove or cover references to QA awards across physical and digital materials. This includes plaques, window stickers, websites, marketing collateral and other promotional materials.

For many attractions, the retirement of the previous scheme created a gap in the sector. Independent quality assessment has long played an important role in helping attractions benchmark performance, gain valuable external feedback and provide visitors with confidence in the quality of their experience.

In response to this need, ASVA developed the ASVA Quality Scheme; a not-for-profit, sector-led programme designed specifically for Scottish visitor attractions, activities and experiences.

Created by the sector, for the sector, the scheme combines independent assessment, star grading, detailed feedback and ongoing support from experienced Quality Advisors. Importantly, it has been designed around the realities of operating visitor attractions today and informed by research into what visitors value most.

Since launch, more than 230 attractions across Scotland have joined the scheme, including national icons, independent attractions and emerging visitor experiences.

For attractions removing former VisitScotland Quality Assurance signage, the ASVA Quality Scheme offers an opportunity to continue demonstrating a commitment to quality through an independent, nationally recognised assessment programme tailored specifically to the attractions sector.

If you would like to find out more about the ASVA Quality Scheme, our team would be delighted to arrange an informal conversation and answer any questions you may have. Contact the ASVA Quality Scheme team.

If you have any queries with regards to the VisitScotland QA collateral, please contact their team on business.support@visitscotland.com.

ASVA welcomes the Scottish Government’s decision to include tourism within a dedicated Cabinet Secretary portfolio, recognising the vital contribution Scotland’s tourism and visitor attraction sector makes to the economy, communities and the country’s international reputation.

We congratulate Stephen Flynn MSP on his appointment as Cabinet Secretary for the Economy, Tourism and Transport, and look forward to working constructively with him and his ministerial colleagues to support the continued growth and success of Scotland’s visitor attractions sector.

The creation of a named tourism role provides an important opportunity to strengthen engagement with the industry and ensure the challenges and opportunities facing tourism businesses are represented at the highest level of government. We also congratulate Tom Arthur MSP on his appointment as Minister for Business and Fair Work.

ASVA supports the STA’s priorities for the first 100 days, first year and full parliamentary term, which set out key actions needed to strengthen Scotland’s tourism and hospitality industry. We look forward to working with government, the STA and industry partners to help deliver these ambitions and ensure Scotland remains a world-class destination for visitors.

Since the closure of the previous national quality scheme, more than 230 attractions across Scotland have joined the ASVA Quality Scheme.

That level of engagement shows the continued importance of independent quality assessment within the visitor attraction sector, but also reflects a wider conversation about what quality means for attractions today.

Across Scotland, attractions are operating in an increasingly challenging environment. Visitor expectations continue to increase, operational costs are rising, and businesses are balancing commercial realities with the desire to deliver memorable experiences.

At the same time, visitors are becoming more discerning. Quality is no longer judged solely on the core attraction itself, but on the entire visitor journey, from the booking process and welcome, to interpretation, accessibility, retail, catering and customer service.

In this environment, attractions need more than accreditation, what is really helpful is practical insights, external perspective and constructive support that helps them continue improving and evolving.

A scheme created by the sector, for the sector

The ASVA Quality Scheme was developed specifically for Scottish attractions.

Importantly, it was designed in direct response to feedback from the industry itself. Attractions wanted a quality scheme that reflected the realities of operating within the visitor attraction sector, rather than a broader hospitality-focused assessment model.

The scheme is also informed by ASVA’s visitor research, ensuring that the grading criteria are shaped around what visitors themselves value most.

As a not-for-profit initiative, the focus is firmly on delivering value to the sector through practical support, benchmarking, development opportunities and continuous improvement.

More than an accreditation

For many participating attractions, one of the most valuable aspects of the scheme is the opportunity to gain an independent perspective on the visitor experience.

As part of the process, one of ASVA’s Quality Advisors visits the attraction as an incognito visitor and evaluates the experience against visitor expectations and industry best practice.

Following the visit, attractions receive:

• Verbal feedback on the day
• A detailed written report
• Scoring and benchmarking insights
• Practical recommendations for improvements
• Physical and digital star signage
• Ongoing access to the Quality Team for support and advice

The process is designed to be supportive and a tool for further development.

The aim is not to change what makes an attraction distinctive, but to help organisations identify strengths, recognise opportunities for improvement and continue enhancing the visitor experience while retaining their own individuality and character.

Supporting staff engagement and team building

Many attractions also report that the assessment process has a positive impact internally.

Preparing for a grading visit often encourages teams to reflect on the visitor experience together, celebrate successes and identify areas for improvement as a group. For some organisations, the process can provide an important morale boost and create renewed focus around customer service and operational standards.

The scheme also creates opportunities for attractions to benchmark themselves against industry peers and share best practice across the wider sector.

What attractions are saying

Participating attractions have highlighted the value of independent assessment, sector-specific expertise and constructive feedback.

Royal Yacht Britannia commented:

“At Britannia we have built our reputation on delivering a world-class experience, and I do not believe you can achieve this without an independent assessor taking a critical view of your experience and benchmarking you against the best.”

Dundreggan also emphasised the value of guidance and support:

“As a relatively new attraction, we appreciate the support and guidance it will provide, to ensure we are on the right track to delivering visitor experiences to the highest standard.”

Other attractions have highlighted the benefits of peer collaboration and being part of a collective commitment to raising standards across Scotland’s tourism sector.

Strengthening Scotland’s visitor experience

Ultimately, the ASVA Quality Scheme represents more than individual star gradings.

It reflects a wider commitment by Scotland’s attractions to delivering consistently high-quality experiences that encourage first-time visits, repeat visits and positive recommendations.

By working together to maintain and improve standards across the sector, attractions contribute to Scotland’s wider reputation as a welcoming, professional and world-class destination.

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The ASVA Quality Scheme is open to both ASVA members and non-members, with pricing for ASVA members starting from £250 and options for annual or biennial visits.