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Tourism plays a vital role in the success of many Scottish businesses. And with good reason. According to recent stats compiled by VisitScotland from the latest International Passenger Survey, there’s real global appetite for visits to Scotland – and these visits are shortening but rising in spend. In 2024, there were 4.4 million trips in Scotland by international visitors – comprising 30.8 million nights spent in Scottish accommodations, and a total spend of £3.9 billion. A growing proportion of these tourists are using intermediaries, like tour group operators, to make the most of their visits – meaning these operators are an untapped opportunity for business.

Thanks to Flourish Marketing for sharing this article with us.

At Flourish Marketing, we work with the travel trade and tourism businesses – helping each discover mutual benefit through the power of marketing. Here’s our team’s top suggestions, to help you get started.

1 – Understand the Group Travel Audience

To kick off communications with a group travel provider, show that you understand their customer base. This market covers a spectrum of price points, so it’s important to understand where you fit, and focus on specific partners accordingly. All operators prioritise comfort and safety, as well as the experiences on offer – so bear this in mind.

For example, when dealing with a provider who organises coach tours for a largely UK audience, think about how you cater for accessibility or customers with varying fitness levels. If they deal with a lot of international tourists, consider how your experience is delivered to non-native English speakers.

2 – Build relationships with operators

How do you reach the group travel audience? Network at trade shows, have tailored marketing materials you can share, offer familiarisation trips so that operators can experience your destination first hand. You might be doing this already – in which case, level up your activity to stand out.

Prepare an elevator pitch that you can deliver in conversation; and be aware that they might hear a lot of these. Set yourself apart by backing statements up with numbers and gather customer feedback to provide satisfaction rates for your experiences.

It’s competitive, so be bold and creative in your approach. Are you launching a new product or menu? Demonstrate this with an exclusive event for the travel trade, inviting your contacts to nourish each relationship. Get guests creating their own content on socials to grab the attention of the industry – instagrammable moments, backdrops, or aesthetic installations will create digital buzz that will back up any outreach you’re doing.

3 – Tailor your offer to groups

Group travel operators are busy. They operate with lean teams, so you will score points by showing that you can create efficiencies for them. Think about how your offer fits into half day or full day packages.

What does a half day look like? Yes, there’s the practical elements that need to be built in (like the option for catering, parking, and logistics) but go beyond that to think about what tourists want. In Scotland, that’s likely to include a sense of place, some Scottish heritage, perhaps romantic storytelling – especially if your audience is an international one. They want an authentic experience, but also one that plays to the narrative of Scotland as somewhere that’s moody, magical, and soaked in history.

4 – Highlight your USPs

You need to communicate why you’re different. Whatever sets you apart – put that at the core of your message. It could be your product, heritage, or reputation.

Also be careful to highlight any Environmental or Social Responsibility (ESG) credentials you have. Many operators are reporting on their environmental impact, and even crafting tours and offers that cater to a more conscious consumer. Highlighting these will make it easy for operators to assess where your business might fit in with their existing offer.

5 – Offer value and incentives

It’s a tricky point – but ultimately you might see more success with group tour operators if you offer value or incentives. And that’s why many businesses will have a tailored product for group travel – to ensure commercial viability. Group discounts for your shop or merchandise; a dining package alongside your accommodation; or exclusive access to a place or experience that’s not available to the wider public. These are appealing to operators because it’s added value for their customers, and a reason for them to book!

These types of deals make money by guaranteeing volume and increased uptake on upselling, but you need to have a firm grasp of the numbers before you agree to any discount.

6 – Make logistics easy

Arranging tours is a fine-tuned, effort-intensive process, which is why changes to itineraries aren’t common. Make operators’ lives easier by clearly highlighting coach parking, group entrances, and facilities. Consider local traffic and routes to the next location. Have menus, and ordering procedures accessible and simple for customers. And think about every moment from that coach parking up, to guests leaving satisfied, providing relevant info for every step of that process.

7 – Show proof and endorsement

It’s all very well for you to communicate your strengths, but it’s more impactful when it comes from your previous customers. Collect positive reviews and endorsements – from customers and from other tour operators you may already have worked with. Collect the feedback in different formats, especially video if you can. Form these into case studies and content for your owned channels to really showcase your success to this audience.

Want some tailored advice to help with marketing to group and tour operators? Get in touch with team Flourish!

Tourism depends on people – both staff and visitors. From frontline teams to managers, creating a motivated and supported workforce is essential to delivering outstanding experiences and sustaining business success. With skills shortages, recruitment challenges, and an ageing workforce, employers who invest in age inclusion are better placed to attract talent, keep valuable staff, and maintain high standards of service.

It also makes business sense. Older customers are a growing market – by 2040, people aged 50+ will account for almost two-thirds of all consumer spending. Organisations that equip staff to understand and meet the needs of visitors of all ages will be best placed to capture this demand, attract repeat visits, and build lasting loyalty.

Age Scotland offer training to support this. It includes:

• Age-Friendly Customer Service – equips staff to recognise and meet the needs of visitors of all ages, helping attractions to appeal to new audiences and encourage repeat visits by ensuring every guest feels welcome
• Age Inclusive Leadership – supports managers to build high-performing, multigenerational teams, strengthening morale and making organisations more attractive places to work
• Menopause at Work – helps employers keep skilled staff and remain attractive to future recruits by supporting health and wellbeing in the workplace
• Planning for Your Future – enables employees to think ahead about later working life, exploring options such as flexible working, phased retirement, and long-term planning. The session boosts engagement and loyalty while enhancing the organisation’s reputation as an attractive and supportive employer.

All sessions are designed with Scottish workplaces in mind and are available virtually or in-person.

By embedding age inclusion, tourism employers can attract and support staff, reduce workforce risks, and capture the spending power of older visitors – to deliver consistently world-class service.

To support ASVA members they are offering a 10% discount across our training offer for members. For more details, please visit their website or contact workshops@agescotland.org.uk. Quote ‘ASVA” for your discount.

Scottish Attractions Shine at Thistle Awards with 34 Shortlistings

The shortlist for this year’s Scottish Thistle Awards has been announced. ASVA members have received 34 shortlistings, awarded to 24 attractions and individuals across all five regions, marking an increase on last year’s already impressive performance.

This year’s shortlist highlights the depth and breadth of excellence within Scotland’s visitor attraction sector. Shortlisted entries span a diverse range of categories including Community Tourism and Events, Outdoors and Adventure, Visitor Attraction of the Year, Climate Action, Employer of the Year, Innovation, and Inclusion, as well as Rising Star and Self-Catering Accommodation. The strong showing comes as we roll out our new Quality Scheme, designed to help attractions across the country reach their full potential and further enhance the visitor experience. The initiative reflects the sector’s ongoing commitment to innovation, sustainability, and world-class service. Congratulations and good luck to all ASVA members who have made the shortlist.

Tickets are now on sale for the ASVA Annual Conference 2025! Join us on Wednesday 19th November at Perth Concert Hall for a day packed with insights, inspiration, expert advice, and networking opportunities. Super Early Bird tickets are available now at last year’s prices, but only for a limited time.

Book Now – Super early bird rate

Whether you joined us last year or are planning to attend for the first time, the ASVA Annual Conference 2025 promises to deliver:

• Expert speakers sharing industry-leading insights.
• Engaging sessions tailored to the challenges and opportunities facing attractions.
• Networking opportunities to connect with industry peers.
• Celebrating excellence through our Scottish Attractions Inspiring People Awards.

We are thrilled to partner with Beyonk again, who will be providing a seamless booking platform, making your registration process smooth and straightforward.

Felix Fisher, Account Executive at Beyonk, shares: “We’re proud to once again support ASVA’s Annual Conference. At Beyonk, our focus is on empowering Scottish attractions with Visitor-Centric Ticketing™, purpose-built technology designed to improve the entire visitor journey, both online and on-site.”

We are thrilled to partner with Dynavics, a leader in business and retail management solutions, as our headline sponsor for a second year.  Their continued support is a great testament to the success of last year’s ASVA Conference.

Mark Channen, Head of Marketing commented, “We are delighted to continue our partnership with the Association of Scottish Visitor Attractions (ASVA), and to be the headline sponsor for the conference in November, which builds on our commitment to ASVA, Scottish visitor attractions and the sector at large. Our proven software solutions make a real impact to visitor attractions, streamlining and enhancing everyday processes for better operational efficiency, customer engagement, experience and sustainable business growth. We are a no jargon and people-first business, and we look forward to helping ASVA and its members develop and grow”

Our Trade Exhibition will be a key part of this year’s conference, a fantastic opportunity for trade members to showcase their organisation to an engaged audience from across the attractions industry.

Trade stand spaces are limited, so book early to secure your place. More information

Further details about the ASVA Annual Conference 2025, including the programme and speakers, will be released soon. Keep an eye on our website, socials, and newsletters to find out more.

Book Now – Super early bird rate

Scotland’s visitor attractions are brimming with exciting developments, creative exhibitions, and milestone celebrations.  With so much going on, now’s the perfect time to dive in and discover the inspiring work happening across the sector.

Read our latest E-Zine

A highlight this month is the Royal Yacht Britannia’s new visitor centre and retail experience, offering a refreshed welcome to guests. Over in Dundee, the V&A’s Garden Futures exhibition explores the impact and importance of gardens in modern life; a UK exclusive running through to early 2026.

Dynamic Earth has Scotland’s first-ever Wallace & Gromit augmented reality trail, while Lochranza Distillery celebrates 30 years of whisky-making. Glamis Castle is also enhancing its gardens and trails with a focus on community and sustainability.

Aberdeen Science Centre unveils an immersive new VR experience. Aberdeen also plays host to Monsters of the Deep at the Art Gallery, just in time for the city’s Tall Ships celebration.

Perth Museum is shortlisted for the prestigious Art Fund Museum of the Year. Meanwhile, Rosslyn Chapel has gone digital with its first-ever online exhibition, showcasing the historic Bryce Collection.

The Glenturret Distillery pairs whisky with classic Jaguars for a summer event. Elsewhere, Greyfriars Kirk introduces new Greyfriars Bobby merchandise, and Kirkcaldy Galleries celebrates a special centenary exhibition of Wemyss Ware pottery.

And don’t miss Inverness Botanic Gardens, which recently won Best Café in the city.

This is just a taste of the stories in our latest issue. Head over to the E-Zine to read more.

Scotland’s visitor attractions will soon have a Quality Assurance scheme designed by the industry, for the industry, and run on a not-for-profit basis.

ASVA (Association of Scottish Visitor Attractions) is in the final stages of developing a new Quality Scheme for the attractions sector, due to launch on Monday the 14^th of April.

With strong backing from the across industry, the scheme has been shaped through extensive consultations with attractions of all types and sizes across the country. Designed to be relevant, affordable and sector-specific, it aims to support Scottish attractions in delivering world-class visitor experiences.

ASVA is today unveiling the brand identity for the scheme – marking a major milestone and reinforcing its commitment to raising industry standards. The appointment of a dedicated Quality Improvement Manager, Anne Sandilands, who has over 20 years’ experience in visitor experience further signals ASVA’s intention to deliver a scheme that is robust and responsive to sector needs.

ASVA CEO, Michael Golding said: “We’re delighted to be delivering a scheme which has been developed by the sector for the sector, shaped by evidenced criteria and focused on meaningful outcomes. The feedback from our members and the sector has been clear – Scotland needs a Quality Scheme that really works for its attractions. Scottish attractions are well known for their innovative, collaborative approach and now, by working together, we will deliver a scheme which helps our attractions sector in its aspiration to be world leading.

“Together, we can define what world-class looks like for Scotland’s attractions—and deliver it. Join us!”

Membership of the Quality Scheme will include an annual or biannual in-person assessment visit, star grading, and access to both physical and digital signage to promote the rating. Attractions will be assessed against evidence-based, world-class standards developed specifically for the Scottish sector, with the opportunity to benchmark performance across the industry. Members will also benefit from access to tailored training and development resources, alongside a growing suite of optional support services including advisory visits, consultancy, and digital audits.

ASVA members who join the scheme will also be able to use their ASVA Card to arrange targeted learning journeys based on scheme insights – encouraging best practice across the sector.

Attractions will be able to sign up from Monday 14^th April, with assessment visits scheduled to begin in June 2025. The scheme will operate on a not-for-profit basis, delivering best value at around £300 on average that will cover everything. The scheme will provide the best price and the highest value thanks to the input and support from the industry in shaping it for their needs.  

ASVA is calling on all of Scotland’s wonderful attractions, from museums and historic sites to wildlife experiences and retail-led venues, from activity centres to garden centres, to join this industry-developed scheme and help shape the future of Scottish tourism.

Attractions are encouraged to contact a member of the ASVA Team to become early adopters, ambassadors and to learn more. Further details, including criteria and guidance, will be shared with the sector in the coming weeks.

Editor’s notes:
About ASVA

Our Vision is ‘World Class Scottish Attractions.’

Founded in 1988, The Association of Scottish Visitor Attractions (ASVA) is the representative body for the Visitor Attractions Sector in Scotland. With over 300 organisations in membership, representing in excess of 500 individual sites all across the country, ASVA connects the attractions sector together, providing advice, information, statistics, networking and training to help drive forward quality within the industry and support our members in their aspirations.

Enquiries

• For further enquiries please contact:
• ASVA CEO, Michael Golding at michael@asva.co.uk | M: 07458303836
• Quality Improvement Manager, Anne Sandilands at anne@asva.co.uk ASVA Chair, Paul Nixon at pnixon@realmarykingsclose.com

• Castles, heritage centres and historic sites performed strongly in 2024
• Attractions benefit from rise in international visitors and film and TV location tourism
• Edinburgh Castle remains number one paid-for attraction
• The National Museum of Scotland is the country’s top free attraction

Scotland’s historic attractions enjoyed a surge in visitor numbers last year thanks to a rise in international visitors and booming film and TV tourism, new figures reveal.

Visitor attractions across the country recorded 49,708,483 visits, up 3.9% on 2023.

Data from the Moffat Centre at Glasgow Caledonian University and the Association of Scottish Visitor Attractions (ASVA) shows Culloden Visitor Centre increased 42.8% to 374,443, Stirling Castle was up 14.8% to 594,938, and St Giles’ Cathedral enjoyed an 18.3% increase, to 1,742,147.

Overall, heritage centres were up 13%, historic churches saw numbers increase by 10.2%, and castles and forts recorded a 7.1% rise.

Edinburgh Castle remained in the top spot as Scotland’s most popular paid-for attraction, with visitor numbers increasing 4% to 1,981,152.

The National Museum of Scotland remains the number one free attraction with numbers increasing 5.9% to 2,314,974.

Chris Greenwood, Senior Research Fellow at the Moffat Centre for Travel and Tourism at Glasgow Caledonian University, said: “Heritage and culture are a major attraction among our international visitors with castles, heritage centres and historic sites all performing well.

“Many of Scotland’s heritage sites are used as filming locations which encourages visitors to undertake “set-jetting” trips to experience their favourite film and television productions, such as Outlander.

“We expect that trend to continue with the upcoming Netflix series The Undertow and Department Q, shot in the Highlands and Edinburgh, due for release in 2025.”

The overall number of visitors to paid-for attractions increased 2.4% to 17,849,139.

Free attractions racked up 31,859,344 visits in 2024, up 4.8% on the previous year.

Michael Golding, Chief Executive of the Association of Scottish Visitor Attractions (ASVA), said: “The success of Scottish attractions is underpinned by a resolute commitment to providing high-quality experiences that captivate and inspire visitors. The continued rise in visitor numbers, particularly at heritage sites and filming locations, highlights the power of authentic and immersive storytelling in attracting visitors.

“We must however recognise the ongoing challenges facing attractions – evidenced through five of the top 10 having a reduction in visitors and we’re committed to working with the sector to see continued improvement in both quality of experience and visitor numbers.”

Elsewhere, the opening of the £27million Perth Museum in March 2024 has led to spin-offs for nearby attractions. Perth Art Gallery experienced a 46.8% increase in visits, up 14,916 to 46,773, and St John’s Kirk recorded an uplift of 103.3% in visitor numbers to 19,535. Perth Museum recorded 216,390 visits in its opening months.

Meanwhile, The Burrell Collection in Glasgow recorded 555,888 visits, an increase of 11.6%, while the National Galleries of Scotland in Edinburgh enjoyed an 8.9% increase to 1,999,196.

Business Minister Richard Lochhead said: “These figures hammer home the strength and breadth of Scotland’s tourism sector.

“I’m pleased that so many of the country’s much-loved attractions continue to attract more and more people through their doors. This is testament to the dedication of the thousands of people that work hard to create memorable experiences and showcase the best of Scotland’s history and culture to people worldwide.

“We will continue to work hand in hand with the sector to continue this upwards trend. In the Scottish Budget, we’ve allocated an additional £2 million to VisitScotland to help spearhead growth, benefitting attractions and businesses.”

Anne Lyden, Director General of the National Galleries of Scotland, said: “This has been a record-breaking year for National Galleries Scotland: National, and we were elated to welcome almost two million visitors through the doors.

“We also celebrated the first anniversary of our free-to-visit Scottish galleries, with a remarkable 900,000 visitors exploring the very best historic Scottish art, illustrating the importance of making art free and accessible to all.”

The Association of Scottish Visitor Attractions (ASVA) is delighted to announce the appointment of Anne Sandilands as Quality Improvement Manager, a key role in shaping and delivering ASVA’s new Quality Scheme. With over 20 years of experience at VisitScotland, Anne brings a wealth of knowledge in quality assurance, visitor experience, and sector engagement, making her highly qualified to drive this industry-led initiative forward.

ASVA’s Quality Scheme, intending to launch in Spring 2025 will set new world-class standards for Scotland’s attractions, providing accessible training, data-driven insights, and marketing support to equip attractions with the tools they need to succeed. This initiative comes in response to the sector’s call for a more relevant, industry-led approach following the retiral of the VisitScotland Quality Assurance Scheme.

Anne has dedicated her career to supporting Scotland’s visitor attractions, most recently as Quality & Tourism Advisor and Visitor Attraction Sector Lead at VisitScotland. Her expertise in quality assessment, best practice development, and industry benchmarking will be instrumental in creating a new, tailored Quality Scheme designed by the industry for the industry.

Speaking about her new role, Anne Sandilands said: “I am excited to begin this new role and work alongside the incredible Scottish Visitor Attraction sector to strengthen our position as a world class destination. I look forward to engaging with attractions of all sizes, listening to their needs, and working collectively to shape a quality scheme that truly reflects the ambition and passion of our sector.”

Welcoming Anne to the team, Michael Golding, CEO of ASVA said: “Anne’s appointment is a milestone moment for ASVA. Her deep understanding of quality standards, visitor engagement, and industry benchmarking will be invaluable in shaping a Quality Scheme that delivers real impact. This is a scheme that has been and will continue to be shaped by the sector, for the sector. With Anne leading the charge, we’re confident it will provide the right support, training, and standards to help Scotland’s attractions continue to deliver world-class visitor experiences.”

From an industry standpoint, Paul Nixon, Chair of ASVA and General Manager of The Real Mary King’s Close, highlighted what this means for attractions: “Measuring quality – whether to enhance the guest experience, track key performance indicators, or support team development; can be challenging. The new ASVA Quality Assurance scheme will support Scottish attractions maintain their world-class standards, ensuring excellence at every stage of the guest journey.”

About the ASVA Quality Scheme

The new ASVA Quality Scheme has been developed in response to industry demand for a programme that truly reflects the needs of Scottish attractions. The scheme will:

• Be open to all attractions, activities, and experience providers, from cultural sites to retail, tours, gardens, and wildlife experiences.
• Set world-class standards, ensuring excellence across the sector.
• Include accessible training, data-driven insights, and marketing support to help attractions enhance visitor experiences and drive growth.
• Operate on a break-even basis, ensuring exceptional value for money.

With Anne Sandilands now appointed, ASVA is committed to creating a transparent, industry-led, and agile scheme and we look forward to increased engagement sessions, sector forums, and industry collaboration led by Anne, ensuring that Scotland’s attractions have a strong voice in shaping the future of quality and visitor experience standards for them.

Get involved

Attractions, industry stakeholders, and partners are encouraged to stay informed and contribute to the development of the scheme.

Join us for our next Quality Scheme Engagement Session, on Tuesday 4^th March, open to the wider tourism sector and industry. Register here.

For more information and to follow ASVA’s Quality Scheme journey, click here.

For non-ASVA members, you can sign up for our Quality Scheme mailing list to stay up to date on the latest news, engagement sessions and developments, here.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Celebrate of our Winners:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Industry praise

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

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

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

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

Making history accessible

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

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

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

Educational success

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

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

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

Upcoming exhibits

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

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

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

Supporting the local economy

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

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

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

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