Helen Henderson

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

As has been noted in previous reports comparing 2022 figures to those of 2021 presents a number of challenges, as even in July ‘21, the sector was still being disrupted by covid regulations. It was only on 19^th July that Scotland moved into Level 0, so much of the month was spent in Level 1,where both limits on the number of people who could mingle from different groups and 2 metre physical distancing restrictions were still very much in effect. Even in Level 0, 1 metre physical distancing was still in effect in indoor venues, impacting on capacities at a number of attractions.  As a result, the restrictions still considerably impacted on visitor numbers for the entirely of the month of July in 2021. It is therefore no surprise at all that, when we compare June 2022 to June 2021, we see visitor numbers up 81% for the month and 148% for the year to date.

It is only when we analyse the 2022 figures against those of 2019, that we can fully understand where the industry is at the end of July, in terms of recovery from the pandemic and a comparison with a more ‘normal’ year. Comparing June ’22 to June ’19, across all ASVA attractions, visitor numbers were down 24% for the month and just under 28% for the year to date. These figures are remarkably consistent with those seen in June, demonstrating that there was a stabilisation of visitor numbers across the board following what had been a period of great inconsistency in the preceding months. 

Looking more closely at the different types of attraction, it is once again outdoor venues that led the way, with Wildlife/Animal attractions up very slightly (+0.4%) and Outdoor/Nature attractions up by 3.3% for the month of July, when compared with the same period in 2019. The majority of indoor venues were still suffering from ongoing restrictions however, with for example, Museums & Galleries down over 34% and Castles/Forts down by nearly 45%.

Given that the figures being reported now, take us through the first 7 months of 2022, it is safe to say that the sector has not experienced and will not experience a ‘full recovery’ in 2022.  Month on month, the picture has improved with visitor numbers gradually improving. However, the improvement rate is very slow and small and indeed remans patchy across attraction type and location. On top of this, recruitment challenges of course persist and the cost-of-living crisis has yet to fully bite and will impact on our sector’s recovery for the rest of the year (and likely beyond).  In our ongoing dialogue with the Scottish Government and STERG, ASVA will continue to shine a spotlight on these challenging conditions and the need for both the Scottish and UK Governments to take action to support our industry through yet another turbulent period.

To further enhance the networking opportunities associated with the conference, ASVA is delighted to be hosting an exclusive ‘ASVA Members Only’ Drinks Reception on the evening before the Industry Conference. This will be the first ASVA only ‘in person’ networking event we have held in over two years and as a result we want it to be a big one! 

We would like to invite each and every ASVA member to join us at the Camera Obscura and World of Illusions in the heart of Edinburgh’s Old Town on the evening of Tuesday 8th November, from 7pm to 10pm. There is no overarching theme here, no grand announcements will be made, we just want to bring our members together to network, socialise, let your hair down and have some fun. We also don’t want price to be a barrier, so the drinks reception event will be completely free of charge!  Why? Because after yet another hard year, you deserve it! 

Drinks and snacks will be provided, and the Camera Obscura and World of Illusions will be yours to explore, giving you an amazing opportunity to meet and interact with colleagues from across our membership in a very relaxed and informal setting. There will also be the opportunity to mingle with some of those who will be speaking at the Industry Conference, so an early opportunity to pick up some best practice. 

We would also make it clear that you don’t have to be attending the Industry Conference to come to our Drinks Reception. All are welcome, whether you will be attending the conference or not (of course, we would heartily recommend you do attend the conference too, as it will be a fabulous event!). 

To book your free place(s) at what is going to be a great evening of networking and fun, please register here.  

Scotland’s Tourism Industry Conference is back for 2022. With a packed programme, the event is designed to celebrate, empower and further propel our industry into the future in line with the national ambition to be leaders in 21st century tourism. 

The landscape our industry operates in has changed significantly over recent years, prompting huge change, unprecedented challenges but also new opportunities. 

A collaboration between ASVA, the Scottish Tourism Alliance and HIT Scotland (Hospitality Industry Trust), the Industry Conference will run across two days. The theme of this year’s event is ‘New World. New Opportunity. New Responsibility’. The conference will bring together an exciting range of speakers to deliver important insights, advice, and inspiration to navigate and flourish in this new world and to embrace the new opportunities and responsibilities it presents. This year’s event will also feature an exhibitor hall as well as a complimentary evening reception offering the ideal chance to catch up, connect and have fun. 

The biggest conference of its kind in Scotland, the much-awaited event of the year is the perfect opportunity for the community to re-connect with industry peers, make new connections, gain invaluable and actionable learnings from expert speakers, share knowledge, and be inspired. 

This is an unmissable event for anyone at any level who works in Scottish visitor attractions or supports our sector in any way. Further programme details will be forthcoming in the days and weeks to follow, but we can promise an array of speakers, from these shores and beyond, who will directly inspire and inform those working in the attractions sector.   The conference will take place at Edinburgh’s EICC on Wednesday 9th and Thursday 10th November. For more information and to book, please click here.

Who is truly confident they understand their insurance policy? With the changing insurance market – be it reduced insurer capacity, increasing premium rates, growing restrictions or ever more onerous terms and conditions – it is vital to understand what cover you are purchasing and what it is that the insurer may be asking you to do, or comply with, in order for the insurance to be in effect.  So, who can you turn to for advice and support? 

As an additional benefit to our members, the executive team at ASVA have engaged with Circle Insurance Services to provide a free, confidential Helpline service. This exclusive offering can assist you with any insurance or risk management issue, no matter how simple or complex. 

Circle Insurance Services are an independent, Chartered firm of insurance professionals. Their Circle Heritage and Circle Visitor Attractions division, specialise in providing insurance advice, bespoke insurance coverage and claims management to organisations tasked with preserving our history and heritage. 

Circle Insurance Services have been a member of ASVA since 2013 and in that time, they have worked closely with the executive committee. Circle’s experience and insight from working with attractions large and small across the UK has been beneficial to the ASVA executive committee and members alike.  

Impartial and independent advice can be obtained over the phone or by email. Upon contacting the Helpline, your enquiry will be supported by an experienced insurance professional at Circle, who shall help to guide you. 

Please call 01260 292861 or email heritage@circleinsurance.co.uk 

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

As has been noted in previous reports comparing 2022 figures to those of 2021 presents a number of challenges, as even as late as June 21, the sector was still being heavily disrupted by covid regulations. By 5th June ‘21, all of Scotland was either in Level 1 or Level 2, so definite progress had been made, but even at Level 1, restrictions still included limits on the number of people who could mingle from different groups, and of course, physical distancing was still very much in effect.  As a result, the restrictions still considerably impacted on visitor numbers across virtually all attraction types on Scotland for the entirely of the month of June in 2021. It is therefore no surprise at all that, when we compare June 2022 to June 2021, we see visitor numbers up 103% for the month and 202% for the year to date.

It is only when we analyse the 2022 figures against those of 2019, that we can fully understand where the industry is at just now in terms of recovery from the pandemic and a return to ‘normality’. Comparing June ’22 to June ’19, across all ASVA attractions, visitor numbers were down just under 24% for the month and 30% for the year to date. The picture across different locations and attraction types remains somewhat mixed, but it can be ascertained that June was comparatively a better month than experienced by the sector in May.  This may partly be due to more sunny weather leading to more visitors travelling to experience primarily outdoor attractions, and a reduction in the number of covid cases, after a swift upturn in May.

Certainly Outdoor/Nature attractions enjoyed very healthy visitation levels, with attractions in this category reporting numbers are up over 27% on 2019. Other parts of the sector are nowhere near at this level, so this category is an outlier, with other ‘major’ categories such as Museums & Galleries, Distilleries & Breweries and Castles/Forts, reporting numbers that are down by 20%+. 

What is becoming increasingly clear is that we are not going to be in a position to talk about the sector experiencing a ‘full recovery’ in 2022.  Though visitor numbers are gradually improving, the improvement rate is very incremental and indeed very patchy. On top of this recruitment challenges and the rapidly developing cost of living crisis is impacting and will continue to impact on our sector’s recovery for the rest of the year (and likely beyond).  In our ongoing dialogue with the Scottish Government and STERG, ASVA will continue to shine a spotlight on these challenging conditions and the need for action to support our industry, which is so important both economically and culturally to Scotland.

Leading legal experts – and ASVA trade member organisation – Anderson Strathern – have shared a legal update with ASVA which will have implications for many employers in our sector.

Last week, the Supreme Court issued a landmark decision around holiday pay, noting that nothing in the Part-Time Workers Regulations prohibited part-time workers from being treated more favourably than their full-time counterparts.

In summary; all permanent members of staff – i.e., those on continuing employment contracts (as opposed to casual, self-employed or consultant workers) – are entitled to 5.6 weeks’ pay in accordance with the Working Time Regulations. Notably, this includes employees on zero hours permanent contracts who may go many weeks without performing any work and other weeks working the full week. The decision means they have an automatic right to 5.6 weeks’ holiday regardless of the amount of time they work.

Employers who previously utilised 12.07% to determine holiday pay for permanent part-year employees (using a 12-week reference period) should now calculate holiday pay based on the employee’s average weekly remuneration in the previous 52 weeks.
 
Employers may want to review their holiday pay arrangements to ensure they are compliant with the Supreme Court Judgement.

Anderson Strathern has shared a briefing note with us which includes details of the decision and how to correctly calculate holiday pay. This briefing note can be found here.
 
If you have any specific questions about this, please contact our CEO, Gordon Morrison, at gordon@asva.co.uk and he will liaise with ASVA’s key contact at Anderson Strathern on your behalf.
 
In related news, the UK Government has also produced new guidance on employment status and employment rights matters to support individuals and businesses to better understand what rights apply to them. The guidance can be found at this link.

As we look ahead to autumn/winter, we recognise attractions’ usual concerns around footfall and demand, that are associated with normal seasonal fluctuations, are amplified considerably this year by the pressing need to recover from the impacts of the pandemic and rebuild consumer confidence. Current and very significant issues including the cost-of-living crisis, public transport disruptions, increased outbound international travel, and ongoing staffing and recruitment challenges are further intensifying operators’ anxieties.

Last year VisitScotland ran a collaborative Days Out campaign which successfully stimulated demand and usage of Scotland’s visitor attractions, day tour excursions and activities over the off-season. With an incentive for visitors of up to 50% off admission per ticket to the value of £20, VisitScotland delivered a country-wide programme of marketing activity across paid, owned and earned channels resulting in 26,993 business referrals from VisitScotland’s Days Out landing page.

Unlike last year, there is no additional funding to support this programme of activity, but following dialogue between ASVA and VisitScotland, there is a belief that there are opportunities to build on the success and legacy of the last Days Out campaign for the sector’s benefit.

Whilst addressing seasonality and supporting visitor numbers to attractions remains at the forefront of VisitScotland’s activity across owned, earned and paid activity, both ASVA and VisitScotland are seeking to better understand the position of the industry in order to build on the Days Out proposition further for 2022/23.

With this in mind, we would be grateful if attraction operators could undertake a very brief (5 minute) survey, exploring the appetite for such support measures and your intentions for the off-season (October to March).

The survey is completely anonymous and will remain open until midnight on Sunday 31 July. It can be completed via this link:  https://www.surveymonkey.co.uk/r/VSDaysOut.

Thank you in advance for providing your insights.

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

Comparing May 2022 figures to those of May 2021 presents a number of challenges, as the sector was only slowly reopening in May 21, with the country only moving out of Level 4 restrictions (virtually a complete shutdown) at the end of April. Indeed most of Scotland had to endure Level 3 restrictions until 21^st May and then moved into Level 2 after this date, though notably both Glasgow and Moray remained in Level 3 for the duration of May due to increased infection rates. As a reminder, Level 3 rules allowed for non-essential travel between the different countries in the UK and between the different regions within Scotland, however there were considerable limits on numbers who could meet (6 people from 2 households could meet in an indoor setting) and 2m physical distancing was to be observed. As a result, Level 3 restrictions still considerably impacted on visitor numbers across virtually all attraction types on Scotland and therefore a comparison between May 21 and May 22, where we see visitor numbers up 122.6% for the month and up 258% for the year to date, does not provide us with an accurate picture of where the sector is at currently in terms of consolidation and recovery.

It is only when we analyse the 2022 figures against those of 2019, that we can fully understand to what extend the sector is building back from the pandemic.  Comparing May ’22 to May ’19, across all ASVA attractions, visitor numbers were down by 32.8% for the month and down 31.7% for the year to date. The picture within the sector is somewhat mixed, but overall it would appear that May has not been quite as good a month as April, partially driven by particularly inclement weather (Scotland endured it’s wettest May for 7 years), as well as an upturn in covid cases across many regions and, of course, the ongoing cost of living crisis.

Looking at the figures in a little more detail, the inclement weather may certainly help to explain why outdoor attractions did not have quite as successful a month, with Gardens down almost 21% and Nature attractions down by over 37%. However, this just puts those outdoor operators at a similar level to those operating indoor attractions, where the recovery has been slower so far this year. For example, Museums & Galleries were down by almost 27% for the month and Other Historic Properties down by over 48%.

There are of course, also other factors that are affecting numbers. Recruitment challenges continue to impact on some members’ ability to trade at capacity, and there are still some attractions that are not yet open following the covid disruptions of the last few years, including a number of properties under the stewardship of Historic Environment Scotland which are currently undergoing extensive conservation works.  

As reported in April, we are yet to be in a position where we can say that we have a sector in ‘full recovery’ and whilst numbers are better than they have been for a couple of years, we must recognise that conditions remain challenging. In our ongoing dialogue with the Scottish Government and STERG, ASVA will continue to shine a spotlight on these challenging conditions, including recruitment, rising costs of doing business and the escalating cost of living crisis.

IAAPA – the Global Association for the Attractions Industry, is hosting its 2022 IAAPA Expo Europe in London this year. The event will take place at the ExCel Exhibition Centre from 13-15 September, with the conference programme commencing the day before.

ASVA is delighted to report that, following conversations with our friends at IAAPA, our members have been offered an exclusive 25% discount to attend. To take advantage of this discount, all you need to do is e-mail MarketingEMEA@IAAPA.org and quote ‘ASVVIP’

As well as experiencing the largest international conference and trade show for the leisure and attractions industry in the Europe, Middle East, Africa (EMEA) region, attendees will be able to enjoy:

• Nine networking events.
• 50 speakers in a diverse education conference programme.
• 15 EDUSessions on topics such as how to use data to improve guest experiences; leadership techniques; dynamic pricing strategies; food and beverage innovations; iconic attractions; hospitality and guest services; crisis communications; and the importance of inclusion, diversity, equity, and access (IDEA). 

ASVA trade members should note that the event provides a unique platform to present your products to buyers from over 80 countries. In 2021, the event in Barcelona attracted over 8,000 attendees, 80% of whom were decision-makers, ranging from owners, operators or senior management of amusement, water or theme parks, family entertainment centres, aquariums, zoos, museums, malls, resorts, and other attraction facilities from all over the world.

Details of exhibitors already signed up for IAAPA Expo Europe 2022 can be viewed at Exhibitor List 2022. A real-time floorplan to view booth availability is accessible here. The IAAPA Exhibit Sales Team, who will be happy to assist with booth selection and planning, can be contacted at ExhibitSales@IAAPA.org or on tel. +32 2 790 6018.

For more information about this exciting event, please click on this link.

Our colleagues at the Association of Leading Visitor Attractions (ALVA) have shared with ASVA the findings of their most recent research into visitor sentiment across the UK. Commissioned by ALVA and undertaken by Decision House, this latest research was carried out over the first full week of June and examines the current barriers preventing the UK public from visiting attractions and the prospects for visitor admissions during the summer period.

Some of the key take outs of the research include:

• The attractions sector is set for improved domestic visitor admissions in 2022, with over a third of attraction audiences claiming that they will visit more often than in 2021 compared with less than 15% who feel that they will visit less often.
• There is a prevailing sense of happiness and relief among the public to return to ‘normality’ following the pandemic. However, lingering concerns relating to avoiding crowds and a feeling that the covid virus is still circulating are continuing to hold some audiences back from visiting, particularly those aged 55 or over.
• The rising cost of living has emerged as a significant barrier to visiting attractions this summer/autumn.  40% of the public feel worse off than last year and this large group is much more likely than the rest of the public to say that they will visit attractions less often this year.
• As a result of the cost-of-living crisis, free attractions are set to benefit at the expense of paid attractions, with half of this financially squeezed group feeling that they will visit free attractions more often and paid attractions less often this summer autumn.
• Whilst a proportion of attraction members will squeeze as much value as possible out of their membership subscriptions this year, this is likely be tempered by lower renewal and acquisition rates among those feeling worse off.
• The return of longer overseas holidays is also likely to limit opportunities for visiting UK attractions this summer and autumn, with domestic short breaks being the trips most likely to be sacrificed – 35% of the public have either taken or intend to take an overseas holiday of 5+ nights in 2022, compared with just 18% in 2021 

As always, we are grateful to ALVA for providing these findings free to ASVA members. You can access the full report at this link.