A Strong First Year for ASVA’s New Quality Scheme
Added: 23 Feb 2026
It has been a great first year for ASVA’s new Quality Scheme, designed by Scottish attractions and delivered on a not-for-profit basis by Association of Scottish Visitor Attractions (ASVA).
Launched with the ambition to create a quality framework shaped by the sector, for the sector, the scheme has already welcomed more than 220 sites as members. From Gretna Green to Shetland and everywhere in between, attractions across Scotland have embraced the opportunity to be part of a collaborative approach to quality.
Delivering practical support and results
By the end of March, more than 100 attractions will have received:
- Professional quality advice
- An incognito visit
- A detailed, bespoke report
- A structured follow-up review
- Year-round access to ASVA’s knowledge and insight
This is not simply an accreditation badge. It is an improvement process; practical, supportive and designed to strengthen individual businesses as well as the wider sector.
Built by the industry, for the industry
Every element has been developed by Scottish attractions themselves, informed by international visitor research exploring what “quality” means from a visitor perspective.
The process is collaborative:
- Every attraction receives a post-visit survey
- Feedback is reviewed and discussed by the Quality Scheme Steering Group (made up of attractions)
- Recommendations are presented to the ASVA Board, also comprised of attractions, for approval
At every level, the scheme is shaped and refined by those it serves. It is genuinely by and for Scottish attractions.
An investment with significant return
In what we recognise is a challenging operating environment, the scheme is great value, operating on a not-for-profit basis. With entry starting from £250, roughly equivalent to the average spend of 10–12 visitors, attractions gain access to:
- Independent recognition and star grading
- Practical improvement advice
- Support with investment and development planning
- Enhanced staff morale
- Benchmarketing (coming soon)
A sector working together
Perhaps most encouraging in this first year has been the strength of commitment across Scotland’s visitor attractions. The collective drive to collaborate, share insight and continually improve has been clear throughout.
Whether an attraction is working towards 3, 4 or 5 stars, in a city or rural location, already an ASVA member or not, the scheme has been designed to support a diverse and ambitious sector.