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15 outstanding individuals from across Scotland’s visitor attractions sector have been shortlisted for the ASVA Inspiring People Awards 2026, supported by VisitScotland.

The Association of Scottish Visitor Attractions (ASVA) has announced the finalists for its 2026 Inspiring People Awards, celebrating the exceptional individuals who make Scotland’s visitor attractions world-class.

From frontline staff creating unforgettable visitor experiences to those working behind the scenes to grow audiences, drive commercial success and strengthen community connections, the awards recognise the people whose passion, creativity and dedication make a real difference.

This year’s shortlist features 15 individuals from attractions across Scotland, competing in five categories, including two new awards for 2026 – Audience Builder and Commercial Excellence.

The winners will be announced at the ASVA Conference on Thursday 12 November 2026 at Perth Concert Hall, where colleagues from across Scotland’s visitor attractions sector will come together to celebrate their achievements.

Michael Golding, CEO of ASVA, said:

“Scotland’s visitor attractions are full of brilliant people who go above and beyond every day to create memorable experiences for visitors. These awards are about recognising those individuals – whether they’re welcoming visitors, inspiring their teams, finding new audiences or making a real difference in their communities.

“The standard of nominations this year has been fantastic, and it’s wonderful to see such a strong shortlist representing attractions across Scotland. Congratulations to everyone shortlisted. We’re looking forward to celebrating their achievements at the ASVA Conference in November.”

ASVA Inspiring People Awards 2026 – Shortlist

Rising Star 

Recognising emerging talent making an impact in the industry.

• Gary Jamieson – Schools Development Officer, V&A Dundee
• Sadie Largan – Marketing Executive, The Lost Close
• Tara Murphy – Distillery Guide, Luss Distillery

Audience Builder 

Celebrating individuals finding new ways to connect audiences with attractions.

• Alastair Bruce – Planetarium Manager, Dynamic Earth
• Ian Crew – Manager, Dryburgh and Jedburgh Abbeys, Historic Environment Scotland
• Elizabeth Riley – Marketing Manager, Royal Botanic Garden Edinburgh

Commercial Excellence 

Recognising individuals driving commercial success while delivering excellent visitor experiences.

• Pietro Cecchini – Head of Business Development, The Scotch Whisky Experience
• Dan Jones – Retail Manager, Camera Obscura & World of Illusions
• Tony MacLean – Brand Home Manager, Luss Distillery

People’s Hero 

Celebrating those making a difference through community engagement, inclusion and accessibility.

• Iain Allan – Brand Ambassador, Glen Moray Distillery
• Emma Clark – Learning and Engagement Manager, Community Programmes, Dynamic Earth
• Lukas Strielciunas – Guiding Crew Member, Cruise Loch Ness Ltd

Experience Maker 

Recognising individuals delivering exceptional visitor experiences, whether face-to-face or behind the scenes.

• Lauren Macrae – Head of Visitor Experience and Events, The Tall Ship Glenlee
• Shona Murray – Visitor Services Supervisor, House of Dun, National Trust for Scotland
• Fraser Robson – Senior Guest Experience Manager, Gordon and MacPhail

Recognition that makes a difference

For previous winners, the awards have provided a valuable opportunity to celebrate achievements, build confidence and recognise the contribution of colleagues and teams.

Megan Hamilton, Rising Star winner in 2025 from The Real Mary King’s Close, reflected on the impact of receiving her award:

“Receiving the Rising Star in Tourism award meant so much more to me than simply receiving recognition. It gave me pause to reflect back on how far I had come, how much I have grown and the challenges I have faced along the way.”

Ashleigh Pink, from Dundee Heritage Trust, who won the Experience Maker Award in 2025, added:

“Winning the Experience Maker award was a fantastic recognition, not just for me but for the brilliant team around me. It gave us a real sense of pride.”

Winners announced at ASVA Conference 2026

All 15 shortlisted individuals will receive a complimentary ticket to attend the ASVA Conference, where the winners will be revealed during a special awards ceremony on 12 November.

The ASVA Inspiring People Awards 2026 are supported by VisitScotland.

ASVA Monthly Visitor Attraction Report: Executive summary, August 2026

August brought a welcome lift for Scotland’s visitor attractions. Visits rose year on year, bringing the sector’s cumulative performance close to its 2025 level. But the national picture doesn’t tell the whole story, results varied sharply between attraction types and across the country.

A stronger August brings the year-to-date position close to level

The ASVA reporting sample of 340 comparable attractions recorded 5.27 million visits in August 2026, up 3.5% from 5.09 million in August 2025. That’s around 179,000 more visits than in the same month last year.

August continued the improvement in monthly year-on-year comparisons seen since spring. Visits were down on the previous year from January to April, then moved into positive territory in May and strengthened through June, July and August. That makes August’s increase encouraging, particularly after a difficult first four months.

The year-to-date total is still just behind. ASVA reporting attractions recorded 27.88 million visits between January and August, 0.2% below the equivalent period in 2025. The sector has largely made up the ground lost earlier in the year, but it will take sustained growth to establish a clear positive trend.

It’s also worth keeping the two reporting samples separate. Across the wider Scottish Visitor Attraction Barometer sample of 543 comparable attractions, visits rose 4.6% in August, to 6.45 million. Year-to-date visits in that sample were also 0.2% below 2025. Both datasets point to stronger monthly performance, but each reflects a different group of attractions.

Performance varies considerably between attraction categories

Some categories had a particularly strong month. Other Historic Properties led August growth, up 22.7%, followed by Gardens at 14.6% and Heritage Centres at 12.6%. Museums and Art Galleries rose 8.4%, while Outdoors and Nature Attractions increased by 7.4%. Heritage, culture and gardens all contributed to the month’s overall rise.

Others went the other way. Activity Attractions recorded the steepest fall, down 22.4% year on year. Historic Houses and Palaces dropped 14.0%, Distilleries, Breweries and Wineries fell 7.2%, and transport-related attractions were down 5.8%.

The year-to-date figures make those differences even clearer. Other Historic Properties remained well ahead of 2025, up 17.4%, with Gardens up 8.4% and Museums and Art Galleries up 4.5%. Activity Attractions, by contrast, were still 18.6% behind. Heritage Centres were down 11.2%, and Historic Houses and Palaces down 11.3%.

For operators, the question is whether August’s results point to lasting demand for particular experiences or a shorter-term lift. The figures show where growth and pressure sit, but they don’t explain why. To understand what’s behind the changes, operators would need to look at attraction-level performance alongside programming, opening patterns, marketing and shifts in visitor mix.

Geography tells a story of uneven recovery

Regional results show just how differently attractions are faring across Scotland. The Kingdom of Fife recorded the biggest percentage increase among the former VisitScotland regions, up 53.3% in August and 43.1% year to date. Greater Glasgow also had a strong month, rising 21.1% in August and 6.2% year to date. Dumfries and Galloway were up 11.2% in August, and the Outer Hebrides rose 11.0%.

Several areas saw decline. Visits were down 8.1% in Aberdeen and Grampian, 6.8% in Angus and City of Dundee, and 6.3% in Edinburgh and Lothian. Among council areas with at least three reporting attractions, Renfrewshire recorded the largest percentage drop.

The Glasgow 2026 Commonwealth Games, held from 23 July to 2 August, are relevant context for Greater Glasgow’s performance. The official Games information confirms the dates and locations. With the Games overlapping the start of August, they may have contributed to demand in the city. But these attraction figures don’t establish a causal link, and the report can’t quantify any specific effect on visits.

Results also differed by location and accessibility. Other urban areas and remote rural areas each increased by 10%; large urban areas rose 3%. Accessible rural locations fell 8%, while accessible small towns were down 11%. By geography, island attractions increased 18%, compared with 4% for coastal attractions and 3% for inland attractions. National tourism trends don’t translate evenly across Scotland, so local visitor economies matter.

Weather and visitor confidence remain important considerations

Weather offers some useful context for August. The Met Office’s regional weather statistics, published 1 September 2026, show that Scotland was generally warmer than average, while sunshine was below average across all three Scottish regions. North Scotland was also the only UK region in the analysis to record above-average rainfall.

That may have shaped decisions about outdoor activities, garden visits and day trips, though not in the same way everywhere. Gardens and Outdoors and Nature Attractions both grew despite below-average sunshine in Scotland, a good reminder that weather alone can’t explain how attractions perform.

Consumer research points to a mixed demand picture too. VisitBritain’s Domestic Sentiment Tracker for August 2026, published on 20 August, found that 75% of UK adults intended to take a domestic overnight trip in the next 12 months, down from 78% a year earlier. The most reported barriers to taking a domestic overnight trip in the following six months were UK weather (32%), the rising cost of living (29%) and rising holiday and leisure costs (28%).

VisitScotland’s research, published in August, found that the share of people intending to visit Scotland between July and December 2026 had fallen from 14% to 11% year on year. Cost-of-living pressures continued to shape holiday choices, with respondents reporting that they planned to spend less and cut back on accommodation. The research also found interest in heritage sites, local food and drink, and nature-based activities.

For attractions, the practical challenge is to show visitors what they’ll get for their money, set clear expectations and make experiences accessible to different budgets. It’s also worth separating interest from actual demand: stated travel intentions aren’t the same as bookings or visits.

International travel indicators add another perspective, with some important caveats. VisitBritain’s aviation data for August 2026 reported that UK flight-search demand was broadly level with the previous year. Searches from short-haul markets rose 28%, while long-haul searches fell 23%. The report also noted growth in searches for Scottish destinations. These are encouraging signs of interest, but flight searches measure potential demand, not arrivals. UK-wide aviation trends also shouldn’t be read as a direct measure of visits to Scottish attractions.

What this means for ASVA members

August gives the sector grounds for cautious optimism. Visits increased, and the year-to-date total is now close to its 2025 level. But a rising national figure doesn’t mean every attraction is recovering; the results still vary widely by category, region and location.

Three priorities stand out:

• Turn interest into visits and value. With household budgets under pressure, attractions can keep reviewing prices, explaining the value of their offer and looking at how admission, retail, catering and other ancillary spending contribute to overall performance.
• Make more of Scotland’s distinctive experiences. Growth in gardens, museums, heritage properties and nature-based attractions sits alongside visitor research highlighting interest in heritage, local food and drink, and nature. Partnerships between attractions, accommodation providers, transport operators and destination organisations could help encourage longer stays and multi-attraction itineraries.
• Look beyond the headline figures. The differences between categories and regions make it useful to track individual attraction performance, understand local market conditions and assess the effects of events, marketing and product development. Visitor intentions, travel costs and weather are also worth monitoring as the sector moves into autumn and winter.

August 2026 was a positive month for Scotland’s visitor attractions. Visits rose, and the year-to-date position came close to parity with 2025. The next test is whether that momentum can hold, and whether attractions still lagging can be supported as Scotland’s cultural, heritage and nature-based experiences compete for visitors through the rest of the year.

Credit: Moffat Centre

Michael Golding, CEO of ASVA, reflects on the findings of our recent membership survey and how they will help shape the organisation’s future.

We recently asked what you wanted from the future of ASVA. First of all, I’d like to thank everyone who took part. We received 92 responses covering what you value and what you need in the years ahead.

The feedback was positive, with 69% of respondents rating ASVA’s value at 4 or 5 out of 5. You value having a voice for Scottish attractions and a network of colleagues who understand the sector. You also highlighted the benefits of ASVA Cards, data, the Jobs Board, conference, training and the Quality Scheme.

It’s encouraging to hear that these services are making a difference, but just as importantly, your feedback helps us understand where we can do more.

Your priorities

Four issues stood out when we asked what would matter most to your organisation through to 2031:

• Understanding changing visitor needs and expectations: 74%.
• Increasing income and commercial performance: 54%.
• Reaching new audiences and markets: 48%.
• Improving the visitor experience: 43%.

These give us a clear focus for the next stage: how ASVA can help attractions respond to their visitors, improve their performance and reach more people.

Making more of your membership

The survey heard from colleagues at different levels, from senior leaders and site managers to marketing teams and staff working directly with visitors.

People use ASVA in different ways. A senior leader may look to us for sector insight and representation, while a colleague working with visitors may be more interested in training or learning from another attraction through an ASVA Card. We want membership to be useful across your organisation, whatever someone’s role.

You told us you would welcome more practical examples from other attractions, more opportunities to learn from each other and more timely data about visitors and spending. There is also an opportunity to help more colleagues discover the support available, including how the Quality Scheme can help their attraction improve.

One of the things I’m particularly keen to address is how we make it easier for members to get the most from everything ASVA offers.

Through this process, we aim to consolidate ASVA’s services into one clearer, connected offer, with your priorities guiding how we develop it. We want to make it easier to see how the different benefits support your attraction, find what is useful to you and understand the difference ASVA makes.

What happens next

I’m now working with the Board to develop our new strategy and business plan, with the aim of launching early in 2027.

We are considering where we can make the greatest difference for members, building on the services you value and looking at how we can develop them with the time and resources available.

There will be further opportunities to help shape the plan as the work progresses. We will share those with members and keep you updated on the next steps.

Thank you again to everyone who contributed. Your views really do matter, and they will play an important part in shaping the next chapter for ASVA.

Michael Golding
CEO, ASVA

From staff learning and sharing ideas to supporting fellow attractions, our latest member survey reveals the wider benefits of ASVA Cards.

ASVA Cards help your staff experience other attractions, find ideas for your own site and recommend places they know to your visitors. Our recent member survey gives us a clearer picture of how the cards are being used and the value they offer.

For your team

Members told us how much their staff appreciate using the cards to visit other sites. They also described how those visits help staff recommend attractions to their own visitors.

“I know that my team will recommend attractions to our visitors based on their experience.”

The Royal Yacht Britannia, ASVA Card Usage Survey

Based on estimated card use, ASVA Cards can provide an average of around £1.50 in admission savings for staff for every £1 spent on membership. That is before the rest of your membership benefits are counted. How much your team saves depends on how often it uses its cards.

When you welcome card users

Staff who have visited your attraction are better placed to recommend it to their own visitors. Welcoming colleagues helps them get to know what you offer and become ambassadors for your attraction.

Using the café, shop and other secondary spend figures you told us about, we estimate around £15 of spending per card visit. This includes approximately £8 on food and drink, £5 in shops and £2 on other purchases. For a site welcoming 100 card visits, that would suggest around £1,500 in secondary spending. Actual spending will vary.

Across the membership

Our survey suggests that ASVA Cards account for around:

• 50,000 visits to member attractions each year.
• £700,000 in annual admission savings for card users.
• £760,000 in estimated annual café, shop and other secondary spending.

That works out at around 15 visits per card issued each year. The cards support ASVA’s work by helping members learn from each other and share their knowledge of Scotland’s attractions.

Getting more from your cards

• Choose where to visit. Use our member map and directory to find attractions, and the Quality Scheme information and published gradings to help plan visits. Think about what you would like to learn or improve at your own site.
• Check the arrangements. Read the card conditions and the attraction’s directory listing before you travel. Book ahead where required and bring your card. Cards are for individual staff use; accompanying family and friends pay the normal admission charges. Contact the attraction first if more than two staff want to visit together.
• Cancel if your plans change. Please let the attraction know promptly so it can offer the space to someone else.
• Share what you learned. Bring an idea back to your team and discuss how you could use it. Complete the short ASVA Card feedback form to let the attraction know about your visit.
• Make the cards easy to use. Put the information in your staff room so everyone knows how to borrow a card and plan a visit. If you welcome card users, keep your directory entry up to date. Contact ASVA to add or change restrictions to suit your attraction.

Figures are annual estimates from a voluntary member survey. Spending estimates use the visitor averages supplied by attractions, with an adjustment to retail spend. Spending by card users was not directly measured.

ASVA has opened recruitment for several new Board Directors, offering members the opportunity to help shape the next stage of the organisation’s development and contribute to the future of Scotland’s visitor attractions.

ASVA has grown in scale, confidence and value in recent years. We have strengthened our foundations, expanded what we deliver and are developing a new Business Plan shaped by what our members tell us matters most.

Today, ASVA represents more than 540 attractions, welcoming over 40 million visits annually, with membership across ASVA’s different categories growing by 86% in 2025/26.

Our new Directors will join ASVA at an important point in that journey, helping us make clear choices, grow responsibly and increase the value and influence we provide for members.

An opportunity to help shape ASVA’s next chapter

ASVA’s Board provides strategic leadership and collective oversight of the organisation.

Directors help set our direction, scrutinise performance, finance and risk, support good governance and bring constructive challenge. They also share their expertise and insight, champion ASVA’s role and use their networks to help extend our reach and influence.

It is also an opportunity to build relationships with leaders from visitor attractions across Scotland, gain insight into the opportunities and challenges facing the sector and bring new ideas and perspectives back to your own organisation.

Board meetings combine strategic discussion with the opportunity to experience some of Scotland’s attractions behind the scenes. Recent meetings have included a Board session aboard The Royal Yacht Britannia, climbing inside The Kelpies, touring the private vaults at Johnnie Walker Princes Street and a rooftop tour of Stirling Castle.

Who are we looking for?

We welcome applications from representatives of any ASVA member organisation and are recruiting several Directors.

Rather than looking for every applicant to fit the same profile, we want to bring together the strongest overall combination of skills, experience and perspectives for ASVA.

Areas we would particularly like to strengthen across the Board include:

• Policy, public affairs and influencing
• People leadership and workforce challenges
• Financial oversight
• Using visitor insight to guide decisions
• Commercial growth and income generation
• Retail, catering, events, pricing, memberships, product development or distribution
• Leading or operating a visitor attraction
• Organisational growth, change or business development
• Understanding changing visitors and reaching new audiences.

Applicants do not need to cover all of these areas, and we also welcome skills and experience outside this list.

We would particularly like to improve representation from people living or working in the Highlands and Islands or South of Scotland, leaders from rural and island attractions, independent and single-site attraction members, and people from minority ethnic backgrounds.

Previous Board experience is welcome but not essential. Strong leadership, sound judgement and the ability to contribute strategically matter more.

The commitment

Directors are expected to attend four Board meetings, the AGM and the annual ASVA Conference.

Appointments are for a three-year voluntary term, renewable once, with optional events and occasional opportunities to contribute beyond formal Board meetings.

How to apply

Please submit your CV and responses to three questions. Your combined answers should total no more than 1,000 words:

1. Strategic leadership and governance
How would your experience help you contribute strategically, challenge constructively and support good governance? If you are new to non-executive work, how would you approach it?

2. Helping ASVA grow its impact
ASVA wants to grow so it can deliver more for members. Members have highlighted changing visitor needs, commercial performance, audience growth and visitor experience. How would you help ASVA respond while strengthening its role, reputation and influence?

3. Your distinctive contribution
What is the greatest strength you would bring to ASVA’s Board? What skills, experience, perspective or representation would make your contribution distinctive and strengthen the Board’s overall balance and effectiveness?

Applications should be sent to michael@asva.co.uk.

Applications close: 20 October 2026.

Previous applicants for the ASVA Chair position can opt into the Director recruitment process using their existing application and interview.

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

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

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

An opportunity to lead ASVA’s next chapter

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

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

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

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

Who is ASVA looking for?

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

Applicants must represent an ASVA member organisation.

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

How to apply

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

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

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

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

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

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

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

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

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

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

Communications toolkit

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

Martyn’s Law newsletter

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

Frequently Asked Questions

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

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

Useful links

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

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

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

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

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

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

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

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

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

ASVA Visitor Attractions Moffat Report – Executive Summary – May 2026

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

The wider tourism market reflects this mixed environment.

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

Weather conditions were undoubtedly a positive influence during the month.

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

International market indicators also remained encouraging.

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

For ASVA members, the strategic picture remains consistent.

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

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

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

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

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

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

Aberdeen City and Shire

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

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

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

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

Central and East of Scotland

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

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

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

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

Highlands and Islands

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

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

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

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

West of Scotland

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

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

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

South of Scotland

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

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

Continued Recognition for ASVA Members

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

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

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

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

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

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

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

ASVA Visitor Attractions Moffat Report – Executive Summary – April 2026

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

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

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

Consumer sentiment remains cautious.

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

Several sector-specific factors shaped performance during the month.

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

Performance varied significantly across attraction categories and locations.

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

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

The outlook, looking ahead, remains cautiously positive.

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

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

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

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

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

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

Great Tapestry of Scotland, Galashiels

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

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

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

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

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

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Dovecot Studios, Edinburgh

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

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

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

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

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The Stirling Smith Art Gallery & Museum

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

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

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

Kirstie Campbell, Assistant Director of The Smith, said:

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

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Showcasing Scotland’s Textile Storytelling

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

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