News

During ASVA’s Annual General Meeting – which was held via Zoom on Monday, 29 November – nominations were voted on for new Members of the Board of ASVA.

The resignation of Bruce Ritchie, Katie Waugh, Kat Brogan and Anne Kinnes (all of whom were thanked by our Chair Susan Morrison for their contributions to ASVA’s Board) had resulted in four Director positions becoming available. Our new Directors, whose appointments were confirmed during the AGM, are:

Barbara Smith – Managing Director, Scotland Brand Homes, Diageo

Pauline Young – Managing Director, Mackintosh at the Willow

Jillian Schofield – Marketing Team Lead, Falkirk Leisure Community Trust

Dr Victoria Hollows – CEO, Renfrewshire Leisure

In addition, during the meeting, it was confirmed that Sally Rae, of ASVA trade member Eden Scott Recruitment, will continue as a Board member representing our trade members for a second three-year term.

Following the official business of the AGM, our CEO Gordon Morrison provided an update on ASVA’s activities over the past year, plans for 2022, and our new five-year strategy, including our new Vision, Mission and Values. (Our five-year strategic plan is available in the Members Area of our website, under the Management Information section.

VisitScotland’s new Director of Industry & Destination Development, Rob Dickson, also addressed AGM attendees on what 2022 holds for the Scottish tourism industry, highlighting the national tourism organisation’s key priorities for the year ahead.

The latest ASVA Visitor Attractions Barometer report – for September 2021 – is now available to view in the Members Area of this site.

This report provides what is probably the closest we have to genuinely comparable visitor statistics between 2021 and 2019. We say this because September was the first full month since the pandemic first struck where attractions were not required by law to operate with restrictions that inhibited visitor numbers through closures or physical distancing measures.

Of course, this is not to say that attractions did not continue to operate with covid mitigation measures that limited numbers. We know from our sector-wide survey, conducted in September, that, in order to provide the reassurances that many visitors are looking for, more than 92% of attractions maintained some form of covid mitigating measures beyond those required by law, with almost two-thirds of attractions operating with either physical distancing or some other similar measures to limit the number of visitors on-site at any one time. We also did not see the return of international visitors in any significant numbers in September and there was undoubtedly still a considerable degree of caution amongst domestic visitors when it came to visiting indoor spaces.

As a result, whilst September provided conditions as close to pre – pandemic levels as we have yet seen, we have not seen a significant increase in visitor numbers for the month. Overall visitor numbers across ASVA member attractions were down 46.2% on pre-covid levels in 2019. As was observed in August, certain parts of the sector were able to demonstrate more of a recovery than others, with predominately outdoor attractions considerably outperforming their indoor counterparts. As an example, Wildlife/Animal Attractions were actually up by 8.4% on 2019 levels. Similarly, Outdoor/Nature attractions had a comparatively good month, only 9.1% down on 2019. For indoor attractions, although the picture is improving somewhat, the vast majority were still considerably down on pre-pandemic levels, with Historic Houses/Palaces down 56.4% and Castles/Forts reporting a decrease of 65.4% on 2019 levels.

As has been consistently reported throughout the year, it is very clear that there is yet to be a full-scale recovery for the attractions sector. Data from our barometer reports will continue to be used to ensure that the challenging conditions that many in our sector continue to operate under, are highlighted in the corridors of power.

40 speakers will bring fresh insights and inspiration to the EICC next week at Scotland’s Tourism Industry Conference – the first major industry conference to take place since the outbreak of Covid-19 in March 2020.

Organised and delivered jointly by the Scottish Tourism Alliance (STA), the Association of Scottish Visitor Attractions (ASVA), HIT Scotland (Hospitality Industry Trust), and Scotland Food & Drink, the event on 24 & 25 November is themed around rebuilding tourism together. The two-day programme is designed to deliver knowledge, best practice and new insights, – focusing on areas such as sustainability and the industry journey towards Net Zero, traveller behaviour in a recovering economy, food tourism trends, emerging trends from a global perspective, the conditions necessary for recovery and growth, and creating memorable experiences – all of which will help build resilience to support Scotland’s tourism strategy vision that ‘Scotland will be the world leaders in 21^st century tourism’.

This will be the biggest speaker line-up to date for a national industry conference; the event has drawn international industry experts and thought leaders such as travel journalist Simon Calder, Peter Martin – Founder and Executive Director Peach 2020, James Bulmer, CEO – Wonderland Restaurants, Hotelier of the Year – Sally Beck, and Bernard Donoghue, CEO – Association of Leading Visitor Attractions, to name just a few.

The theme of creating supportive policy is high on the agenda for the first day of the conference, with the Ministerial Address being delivered by Scottish Government Minister for Business, Trade, Tourism & Enterprise Ivan McKee MSP followed by what will be an informative and engaging panel discussion around the biggest issues and challenges to the recovery of the industry and what policies are needed to support and rebuild tourism. There will also be updates on some of the priority recovery activity underway, such as the Tourism Observatory, our journey to a greener recovery, and news on the development of the Outdoor Tourism Strategy.

The event’s packed programme has also been curated to inspire and energise delegates to find better, new, and innovative ways of doing things in the changed and challenging tourism landscape. Insights into overcoming obstacles to achieve greatness will be shared on day 1 by world record-breaking mountaineer and adventurer Mollie Hughes, and on day 2 we’ll hear about the creation of first-of-its-kind experience Star Wars: Galactic Starcruiser from Walt Disney Imagineering Executive Producer & Creative Director Ann Morrow Johnson.

As we move from industry survival to recovery, to raise spirits and generate motivation and confidence Tree of Knowledge Owner & Director Gavin Oattes will focus on winning ways of entertaining, enlightening and educating audiences, and former SAS member John Davidson, one of the world’s most sought-after bodyguards John Davidson will highlight how resilience under pressure can be reached.

Scotland’s Tourism Industry Conference will end on a high with a celebration of the achievements of a group of HIT Scotland scholars who will be presented with certificates in recognition of their dedication and success in completing the Tourism and Hospitality Talent Development Programme, which launched earlier this year.

Speaking about the event, STA Chief Executive Marc Crothall said: “It has been an intensely challenging 20 months for Scotland’s tourism industry; many of our sectors and businesses remain in survival mode with a degree of uncertainty ahead, however the mood within the industry is upbeat, positive and one of resilience.  The number of delegates booked to attend the event, both at the EICC and online, reflects the level of desire to reconnect after such a difficult period and look towards rebuilding the industry together, with ambition and focus on developing a globally-recognised, sustainable tourism product. 

“The event has drawn a wide range of hugely exciting experts from many sectors of tourism within the UK and abroad, so delegates can look forward to taking home practical, innovative and new solutions to support the recovery and future growth of their businesses.”

ASVA CEO Gordon Morrison said: “This is a highly-anticipated and hugely significant conference for the tourism industry. We have an outstanding two-day programme with a stellar line-up of 40 specialist speakers, and we are excited to be bringing the whole tourism industry together to take very important steps in reconnecting, recharging and rebuilding.

“We’re looking forward to welcoming colleagues from across the country – whether in-person or virtually – to this major industry gathering. I’ve absolutely no doubt that delegates will find the entire event both highly relevant and incredibly valuable as we collectively continue to navigate our way through the COVID pandemic and begin the journey of not just rebuilding, but reimagining what our wonderful industry can deliver for Scotland in 2022 and beyond.”

Minister for Business, Trade, Tourism & Enterprise Ivan McKee MSP said: “Scotland’s tourism and hospitality industry is a key sector of the Scottish economy and I am looking forward to attending the first in-person conference hosted by the industry in two years. It’s been an incredibly difficult year for tourism and hospitality but it is important that we look towards a sustainable recovery. In recent years both the public and private sector have worked closely together to further our collective aims for Scottish tourism and we are keen to build on this relationship as we move forward.

“We all have a part to play and the conference will showcase some of the commitments being taken forward as part of the £25 million tourism recovery funding and how we can collectively ensure a strong and resilient future for Scottish tourism.”

Visitor attractions can take advantage of further opportunities to benefit from the VisitScotland Days Out Incentive Fund – the £4 million Scottish Government-funded initiative created specifically to support our sector.

When the Fund opened originally, the ‘window’ to apply was very limited. Recognising that as a result, some attractions missed out on the chance to submit an application, Phase 2 of the Days Out Incentive Fund opened on Monday, 8 November.

The deadline for applications is Tuesday, 30 November and all eligible attractions across Scotland that haven’t already taken advantage of the funding on offer are encouraged not to miss out on this new opportunity. Information on Phase 2 and details of how to apply can be found here.

Through the Days Out Incentive Fund, subsidies are being made available to attractions, as well as outdoor, adventure and wildlife activities operators, to enable them to offer discounted ticket promotions to drive visitation during the off-season. Successful applicants to Phase 1 of Fund are currently promoting half-price ticket offers to attract visitors through the winter months.

To be eligible to apply for funding, attractions and activities open for business between now and February must have a listing on VisitScotland.com and be signed up to the ‘We’re Good to Go’ COVID-19 industry standard. Businesses have the flexibility to choose which days or weeks they wish to apply the discount within the promotional period, and the channels (online or offline) they use.

VisitScotland has launched a special marketing campaign to promote the Days Out discount offers to consumers. The Great Days Out in Scotland campaign, which runs to mid-February, is designed to encourage people to get out and about during the coming months to make the most of ticket promotions from participating attractions and activity operators. The campaign uses a multi-channel approach across visitscotland.com digital, social, radio & press to drive visits to attractions as part of a day out or a short break.

A dedicated toolkit is available to help successful applicants of Phases 1 and 2 of the Days Out Incentive Fund to promote the special ticket discounts they’re able to offer thanks to the subsidies. The toolkit and advice can be accessed via the visitscotland.org page How Your Business Can Promote the Great Days Out in Scotland campaign, which can be accessed here.

We are pleased to invite all ASVA members to attend our Annual General Meeting, which will take place on Monday, 29 November, at 10am.

This year’s AGM will be held virtually, via Zoom. Members can register by clicking here.

The agenda for the meeting can be found at this link.

The AGM Minutes referred to in item 2 of the agenda can be found in the Members’ Area of our website. Please click on ‘ASVA Management Information’, followed by ‘ASVA Organisational Information’ to access the Minutes. The Financial Statements noted in item 3 can also be found in the ‘ASVA Management Information’ section of our website Members’ Area, under ‘Annual Accounts’.

Members who would like any items or questions raised in agenda item 5, ‘Any Other Business’, are asked to email these to info@asva.co.uk by 5pm on Monday, 22 November.

At the conclusion of the formal business of the AGM, our CEO Gordon Morrison will speak about ASVA’s activities over the past year and outline our plans for 2022 – including introducing members to our new Vision and Mission Statements as part of our new five-year Strategy for the organisation.

We are also delighted that VisitScotland’s new Director of Industry & Destination Development, Rob Dickson, will attend our AGM to talk to our Members on what 2022 holds for the country’s tourism industry and outline the priorities for VisitScotland.

We hope that as many ASVA members will be able to join us (virtually) for our AGM on Monday, 29 November.

Survey reveals ‘survival not recovery’ is the priority for the majority of the sector.

Staffing crisis caused by Brexit compounds challenges caused by the lack of international visitors – and there’s been no ‘staycation boom’. 

The latest survey of Scotland’s visitor attractions has revealed that the impacts of the COVID-19 pandemic continue to devastate the sector – and it has seen no evidence of a ‘staycation boom’.

Conducted on behalf of ASVA by Glasgow Caledonian University’s Moffat Centre for Travel and Tourism Development, the survey on business performance and prospects highlights that survival rather than recovery is the current priority for operators.

Less than half of the sector (48.1%) is currently fully open and more than one in ten attractions remain closed. A further 40.9% are operating with reduced hours or limited facilities because of the impacts of both the pandemic and Brexit.

ASVA CEO Gordon Morrison said:“The pandemic has had a truly devastating impact on Scotland’s visitor attractions and these latest results provide further evidence that this impact is still very much being felt. I cannot emphasise strongly enough that, despite a number of media reports to the contrary, there’s been no ‘staycation boom’ or widespread economic recovery for our sector this year, and we face a very challenging winter period ahead. With very few international visitors and restrictive regulations that severely limited viable trading throughout the spring and summer, the window of opportunity to trade successfully has been extremely limited and, as a result we’re still concerned about the survival, not the recovery, of much of our sector as we move into the off-season.”

Professor John Lennon, Director of the Moffat Centre at GCU, said: “Tourism like many other industries in Scotland has been hugely impacted by the loss of EU workers as a direct consequence of Brexit. The ability to adequately and safely staff operations has become the next insurmountable challenge.”

Just over 180 organisations representing 353 individual attractions took part in what was the first survey of attractions since the majority of restrictions were lifted across the country and Scotland moved to ‘beyond Level 0’. Key data provided by survey respondents on performance indicated:

• More than a third of attractions (34.3%) are not currently operating at an economically sustainable level.

• Turnover is down by over 50% at over a third of attractions (35.8%) this year when compared to the same period in 2019, with only one in twenty (5.5%) operating with a turnover at or above 2019 levels.

• More than one in five attractions has less than 3 months financial reserves as they head into the off-season.

• Almost half (47.5%) of the sector has seen a decrease in visitor numbers of greater than 50% this year, compared to the same period in 2019.

• With fewer than 8% of attractions reporting visitor numbers at or above pre-pandemic levels, it’s clear that, despite media reports suggesting tourism has benefited from a ‘staycation boom’, there has been no widespread economic recovery for Scotland’s attractions this year.

In terms of attractions’ prospects and for future recovery, the survey revealed that:

• The impact of the pandemic will be felt beyond the short-term. Just under 45% of attractions are reporting less or no investment in new facilities and infrastructure in the 2021/22 year. 42% have also seen less or no investment in staff development, with 45% reporting a significant reduction in investment in leadership development. This could have profound, long-term consequences for the sector, as well as our country’s ambition to be a world leader in 21^st century tourism, as set out in Scotland’s National Tourism Strategy ‘Outlook 2030’.

• Recruitment is one of a number of significant challenges holding back the sector’s recovery. Just under half of attractions (48.6%) are facing difficulties in recruiting staff. Almost one in three attractions are currently operating with reduced hours due to staffing issues. Respondents stated that recruitment and retention of staff is currently the 4^th most significant barrier to the sector’s short-term recovery.

• The top three challenges impeding recovery however were the lack of international visitors, ongoing restrictions and regulations, and the lack of domestic visitors.

• There remains too continued consumer nervousness as the virus continues to spread, raising serious questions about when a full recovery will be possible. As it has throughout the pandemic, however, the attractions sector continues to lead industry efforts to suppress the virus. More than 90% of Scottish attractions currently operate with COVID-mitigating measures in place, despite the majority of these not being required by law.

Gordon Morrison added:“Despite the economic challenges they face, the number one priority for attractions continues to be keeping staff and visitors safe. They have maintained the very highest standards of safety throughout the pandemic; this hasn’t changed even as restrictions have been eased. The fact that over 90% of the sector continues to operate with measures above and beyond those required by law demonstrates its ongoing commitment to ‘stopping the spread’ in Scotland – even when that can be, and often is, to the detriment of business performance. 

“Now more than ever, our sector – which is so important to our country’s £11bn tourism industry – desperately needs continued support from both the government and the public to survive and make it through what will be a very challenging winter period. We know that many attractions will be extending their season into the winter this year in an effort to recoup lost income, and I’d urge the people of Scotland and rest of the UK to get out and explore the wonderful and varied experiences they offer.

“Visitors can expect to enjoy unique, memorable experiences and the warmest of welcomes, along with the highest standard of safety measures. Moreover, with significantly fewer overseas visitors, there are currently more opportunities to explore and experience our world-class attractions with far less of the hustle and bustle often associated with visiting popular sites.”

ASVA’s summary report on the findings of the Moffat Centre survey can be found at this link.

The full survey report can be accessed here.

As we’ve previously highlighted to our attraction members, as part of the Scottish Government’s £25 million tourism recovery programme, VisitScotland has been working closely with ASVA on the development of a Scotland-wide Days Out Incentive Scheme. This is designed specifically to support our sector by encouraging visitation in the off-season.

We’re pleased to confirm that this £4 million initiative – which will enable visitor attractions, as well as outdoor, adventure and wildlife activities operators to apply for funding so they can offer reduced cost ticket promotions – will shortly go live.

Applications for the VisitScotland Days Out Incentive Fund will open at noon on 5 October and close at 5pm on 12 October.

Successful applicants to the Days Out Incentive Fund will be awarded financial support to subsidise the cost of tickets to their visitor attraction or activity. They must apply a promotions mechanic of up to 50% off the cost of a ticket, up to the maximum discount value of £20 per ticket booked.  Discounts can only be applied to bookings where the relevant visit or experience takes place within the promotional period of 4 November to 18 February.

Attractions and activities that are open for business between November and February must have a listing on VisitScotland.com and be signed up to the ‘We’re Good to Go’ COVID-19 industry standard to be eligible to apply to the Days Out Incentive Fund.  

VisitScotland will be launching a marketing campaign to promote the Days Out Scheme and inspire people to make the most of its ticket promotions to experience attractions around the country during the quieter winter months. We would strongly encourage all eligible ASVA attraction members to apply to the Incentive Fund so they can take advantage of the business-boosting potential that the Days Out Scheme offers.

Further information on the Days Out Incentive Fund can be found at this link and details on eligibility criteria and further guidance can be accessed here.

Gordon Morrison, ASVA CEO, said: “The pandemic has had a devastating impact on Scotland’s visitor attractions and the window of opportunity for their recovery has been extremely limited this year; the vast majority are still very much in survival mode. Our attractions are at the core of our country’s identity, culture and communities, and will play a pivotal role in the economic recovery of the £11bn tourism industry – so they desperately need additional, short-term support for what will be a very challenging winter period ahead. The launch of this tailored initiative for our sector is therefore very important and timely.

“With international tourists unlikely to return in significant numbers for some time yet, the patronage of people in Scotland is more important now than ever before. The VisitScotland Days Out Scheme will stimulate increased visitation and enable more attractions to extend their season, which in turn will boost footfall and spend in the wider economy.

“Visitors can expect to enjoy unique, memorable experiences and the warmest of welcomes, along with the highest standard of safety measures – which have been praised as exemplary by the Scottish Government. Moreover, with significantly fewer overseas visitors, those taking advantage of the Days Out scheme will have more opportunities to explore and experience our world-class attractions with far less of the hustle and bustle often associated with visiting popular sites.”

VisitScotland Director of Marketing Vicki Miller said: “The loss of international visitors over the past year has had a major impact on visitor attractions, tours and activity providers. The VisitScotland Days Out Voucher Fund will help generate income for this sector during the quieter winter months, as well as help rebuild consumer confidence in the face of COVID-19. “Tourism is a force for good – creating economic and social value in every corner of Scotland and enhancing the wellbeing of everyone who experiences it. Tourism makes Scotland richer, economically and socially, and without it, Scotland would be a much poorer place.”

Tourism Minister Ivan McKee said: “With the loss of many international tourists this year due to the pandemic, this £4 million fund will boost local visitor numbers and support the recovery of Scotland’s world-class tourism attractions. 

“Scotland’s tourism industry is a central plank of our economy and as we begin to carefully emerge and recover from the pandemic, we must work with the tourism industry to seize Scotland’s potential and build an economy for everyone by delivering greater, greener and fairer prosperity.”

ASVA is inviting nominations from its Attraction Members to join its Board of Directors.

The Board meets four times a year and Directors help develop ASVA’s policies and strategies, as well as ensuring the Association stays close to its members. Board membership can also offer opportunities for representation on other decision-making bodies within Scottish tourism, providing further scope to influence policy and strategy outwith the organisation.

There has never been a more crucial time for the industry, as attractions across the country look to recover from the devastating impact of COVID-19. As the voice of the attractions sector in Scotland, ASVA continues to work tirelessly to support it and to lobby on behalf of its members. ASVA Board Directors have played, and will continue to play, a significant role in supporting this work.

ASVA is also changing and developing as an organisation, with a new five-year strategy set to be introduced at the end of 2021. This is therefore an exciting time to be joining the Board.

Applications are welcomed from high-calibre individuals with a real passion for the industry. In addition to undertaking duties required to ensure good governance of the Association, Directors will be expected:

• To play an active part in supporting and driving forward the organisation
• To have a sound knowledge of Scotland’s attractions sector and wider tourism industry.

To ensure the Board represents the breadth of ASVA’s membership, the Association is particularly keen to recruit Attraction Members:

• From the North, South or West of the country
• From smaller attractions
• With experience in financial decision-making at a senior level.

Individuals interested in applying should complete this nomination form, including a brief supporting statement (200-300 words), and return it by the deadline of Friday, 3 October 2021. Shortlisted candidates will be invited for a brief, informal interview with ASVA’s Chair Susan Morrison and CEO Gordon Morrison.

Any questions regarding Board membership and responsibilities should be directed in the first instance to Susan Morrison at susan@scotchwhiskyexperience.co.uk. Other queries can be directed to Gordon Morrison at gordon@asva.co.uk.

The final decision on the Board appointments will be made according to the voting procedure laid out in the Articles of Association.

Information on ASVA’s current Board can be found at this link. 

We’re delighted to announce that ASVA – in partnership with the Scottish Tourism Alliance (STA), HIT Scotland (Hospitality Industry Trust), and Scotland Food & Drink – will host Scotland’s National Tourism Industry Conference on 24 and 25 November. The event will take place at the EICC in Edinburgh, but ‘virtual’ attendance will also be possible as online tickets will be available. 

This will be the first opportunity in over 18 months for Scotland’s tourism community to come together to reconnect, learn, share knowledge, inspire one another, and celebrate the achievements of our industry in navigating our way through what has been the toughest period imaginable. The two-day event has been shaped around the pillars and priority areas of Scotland’s Future Tourism Strategy ‘Outlook 2030’ – focusing on our passionate people, thriving places, diverse businesses and memorable experiences.

The Conference will bring together an exciting range of industry speakers to deliver the most important insights, advice and inspiration our industry needs as we move through the pandemic towards recovery into what will inevitably be a very different landscape. The event will be an unmissable opportunity for everyone working in all sectors of tourism to get together and hear from those who can guide us along the best possible path – propelled by a renewed energy and the ambition we all hold for the future of Scotland’s tourism industry. 

We will provide updates on the Conference programme as soon as more details are finalised, but in the meantime, please save the dates in your diaries. And to ensure you don’t miss out on the chance to register for this unmissable event, you can book now via the Eventbrite link here.