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ASVA members recently joined an Industry Insight Webinar with Ruth Berry and Teresa Turner from The Media Shop to explore how artificial intelligence is reshaping paid media and digital marketing for visitor attractions and tourism businesses.

The session, Turning Screens into Ticket Sales: The Promise and Perils of AI-Powered Creative on Paid Media Platforms, examined how AI is already influencing audience targeting, campaign optimisation and content creation across major advertising channels, including Meta, TikTok, Google and connected TV.

Drawing on practical examples and industry experience, Ruth and Teresa demonstrated how AI-powered tools can help marketing teams work more efficiently by scaling creative output, testing multiple content variations and delivering more personalised campaigns. For attractions and tourism businesses with limited marketing resources, these tools offer significant opportunities to improve performance while reducing the time required to create and manage campaigns.

The webinar also highlighted how consumer search behaviour is evolving. As users increasingly turn to AI-generated search results, businesses are being encouraged to adapt their content and SEO strategies to remain visible online. Speakers noted that AI-generated search overviews could reduce traditional website click-through rates, making it increasingly important for organisations to develop strong paid and organic search strategies.

Members also heard how advances in AI are helping make television and streaming advertising more accessible to small and medium-sized businesses, opening up new marketing channels that were previously beyond the reach of many visitor attractions.

While the opportunities are significant, Ruth and Teresa stressed the importance of maintaining human oversight. AI can support content creation and campaign delivery, but strategy, storytelling, brand identity and decision-making should remain firmly in human hands. The session emphasised that successful use of AI should be “human-led”, with technology enhancing creativity rather than replacing it.

Key Messages from the Session

• AI is increasingly being used to support audience targeting, campaign optimisation and creative development.
• Smaller marketing teams can use AI tools to create, test and refine content more efficiently.
• Diverse creative content often delivers stronger campaign performance, and AI can help generate multiple versions for testing.
• Search behaviour is becoming more conversational and specific, requiring organisations to adapt their content strategies.
• AI-generated search results may reduce website traffic, increasing the importance of effective SEO and paid search activity.
• AI-powered advertising tools are making TV and streaming campaigns more accessible to visitor attractions and SMEs.
• Human oversight remains essential to protect brand authenticity, maintain quality and guide strategic decisions.

The webinar recording is now available in the ASVA Members Area for those who were unable to attend or would like to revisit the session.

The latest ASVA Visitor Attraction Barometer report confirms visits to member attractions dipped by 3.1% in March compared to last year, and the year-to-date (YTD) figure is down 5.2%.

It’s not a uniform decline, though. Heritage Centres saw a nearly 20% boost in March. However, our island communities are feeling the brunt of current travel trends, with visits down 27% YTD to March. This aligns with the VisitBritain State of the Nation report. We’re seeing a “slow start” to 2026. Inbound flight bookings are tracking several percent below last year, and domestic travellers are increasingly worried about the cost of fuel, which has jumped significantly (petrol up 23%, diesel up 50% year-on-year).

Consumer confidence is currently at its lowest level since 2023. People still want to travel, and the “cost of living” effect within households isn’t a headline anymore, it’s actively changing behaviour. The biggest shift right now is fuel anxiety. In April, 34% of people cited the cost of fuel as a major barrier to taking a trip, a sharp jump from 22% in March. With petrol up 23% and diesel up 50% year-on-year, the “spontaneous Sunday drive” to an attraction is becoming a luxury many are calculating twice.

The “Ripple Effect”

When we talk about these numbers, we aren’t just talking about tickets sold or footfall to attractions. It’s a constituent part of the visitor economy in Scotland, which supports 245,000 jobs, that’s 1 in every 11 jobs in the country.

The scale of this “ripple effect” is significant:
– Supply Chains: Tourism fuels our food and drink, transport, and construction sectors.
– Investment: Major projects like Edinburgh’s Dunard Centre are projected to generate £169.4m in GVA over 20 years.
– Regeneration: Look at the V&A Dundee, which has generated £304m for the Scottish economy since opening.

Socially conscious traveller – 73% of visitors want their expenditure to benefit locals

As a sector, Visitor Attractions can’t ignore that 26% of consumers (According to the GB National Tourist Board Sentiment Tracker) say they’re likely to reduce overnight trips this year. As attraction operators, we need to be “Holiday Helpers.” We need to stop viewing attractions as isolated sites and start seeing them as the heartbeat of our destinations. Yes, the economic outlook is “challenging,” and inflation (forecast at 3.9%) is squeezing margins. But the shift toward “socially conscious travel”, where 73% of visitors want their expenditure to benefit locals, is a huge opportunity for Scottish attractions to prove their value beyond the gift shop.

Let’s focus on being “Holiday Helpers” for families and the “Adventure Luxe” for the active, ensuring our attractions remain the cornerstone of Scotland’s prosperity.

Article credit: Chris Greenwood | Senior Research Fellow | Moffat Centre for Travel and Tourism Business Development

 

Scotland’s attractions sector is celebrating a fantastic moment of global recognition, with The Royal Yacht Britannia named Tripadvisor’s No.1 Attraction in the World 2026/27 and The Real Mary King’s Close ranked No.6 worldwide.

The rankings, part of Tripadvisor’s Travellers’ Choice Best of the Best awards, are based on consistently outstanding visitor reviews over a 12-month period, placing both attractions among the top 1% of experiences globally.

For The Royal Yacht Britannia, this marks a historic achievement as the first UK attraction ever to take the global top spot. Meanwhile, The Real Mary King’s Close’s ranking highlights the continued international appeal of Scotland’s unique heritage storytelling, bringing Edinburgh’s hidden past to life beneath the Royal Mile.

Paul Nixon, General Manager of The Real Mary King’s Close, said:

“So delighted to be back in the exclusive 1% club and well done to The Royal Yacht Britannia for keeping the top spot. Our team at The Real Mary King’s Close work so hard to ensure our guests have the best visit we can provide. We don’t always get it right – but we always care, deeply. Thank you to the thousands of guests who have left us feedback over the past 12 months.”

Both attractions are members of ASVA and participants in the ASVA Quality Scheme, which supports continuous improvement and recognises excellence across Scotland’s visitor attractions.

The Royal Yacht Britannia holds a 5-star grading, with independent assessment highlighting its exceptional visitor welcome, immersive interpretation, and outstanding staff engagement. The Real Mary King’s Close has also been recognised for delivering a powerful, story-led visitor experience rooted in authenticity and strong customer care.

ASVA Chief Executive Michael Golding said:

“To have not one but two Scottish attractions recognised in the world’s top 10 is something our entire sector can be incredibly proud of. It demonstrates the strength, creativity and commitment to quality that defines Scotland’s visitor attractions. ASVA’s vision is World Class Scottish Attractions, and these rankings show exactly what that looks like in practice. Both Britannia and The Real Mary King’s Close exemplify the values at the heart of our Quality Scheme – putting visitors first, investing in people, and continually striving to improve the experience.”

Michael added:

“These achievements are built on thousands of individual visitor experiences delivered day in, day out by passionate teams. It’s that consistency, care and attention to detail that turns great attractions into world-leading ones. This global recognition not only celebrates two outstanding attractions but also shines a spotlight on the wider Scottish attractions sector, reinforcing its reputation for delivering world-class visitor experiences. Congratulations to both teams on this remarkable achievement.”

Scotland’s visitor attractions sector has a great reason to celebrate, as The Royal Yacht Britannia has been named Tripadvisor’s No.1 Attraction in the World 2026/27, the first time a UK attraction has ever taken the global top spot.

The Edinburgh attraction was recognised in Tripadvisor’s Best of the Best awards, ranking first not only worldwide, but also across Europe and the UK, based on consistently outstanding visitor reviews.

Visitors praised Britannia’s exceptional staff, fascinating living history and immersive visitor experience, with access across all five decks, from the Royal Quarters to working areas of the ship, alongside engaging interpretation and exhibitions.

Accessibility and inclusion have also been central to the visitor offer, with tour commentary available in 42 versions, junior guides in five languages, BSL and ASL interpretation, and Braille provision.

Franck Bruyère, Chief Executive of The Royal Yacht Britannia, said:

“We are incredibly proud of The Royal Yacht Britannia’s success and wish to thank our visitors for taking the time to share their gift of feedback. Being number one in the world is a tremendous achievement and a testament to our team’s unwavering commitment to delivering an exceptional visitor experience.”

Responding to the news, ASVA Chief Executive Michael Golding said:

“No.1 in the world, what an achievement for all of the team. ASVA’s vision is World Class Scottish Attractions, and The Royal Yacht Britannia lives and breathes that vision. This recognition shines a light not only on one outstanding attraction, but on the ambition, quality and visitor focus that exists across our sector.”

The recognition also reflects the standards championed through ASVA’s Quality Scheme, where Britannia holds a 5-star grading. Recent independent assessment highlighted the strength of the visitor experience, praising engaging interpretation, excellent new exhibition spaces, and the warmth and professionalism of staff interactions.  This reinforces how visitor experiences are so often shaped by people as much as place.

Michael added:

“This award is a powerful example of what happens when investment, innovation, accessibility and outstanding customer care come together. It sets a benchmark for excellence and is something the whole Scottish attractions sector can celebrate.”

Congratulations to the entire Britannia team on this extraordinary achievement.

World-renowned distillers, Edinburgh Gin, opened it’s doors to its brand-new distillery on today (Friday 6th December). The Edinburgh Gin Distillery at The Arches – offers the public an unrivalled and immersive way to experience the brand like never before.

Located at The Arches on East Market Street, this state-of-the-art gin distillery will now produce every drop of Edinburgh Gin and is built upon the site of the historic Trinity Church, where the roots of botanical exploration were first planted centuries ago. The new distillery is home to painstakingly preserved features including historic arches and exposed brickwork, as well as breathtaking new additions such as floor-to-ceiling windows, a roof terrace, a chic bar, and most importantly two bespoke copper stills.

These new 2,000L stills – named Annie and Lina after two of the first female gardeners to work at Royal Botanical Gardens Edinburgh in 1897 – have been engineered with precision in Germany by esteemed coppersmiths Carl and represent the epitome of craftsmanship and innovation in the world of gin distillation. Joining Annie and Lina is a smaller still – named Matilda – to be used for experimental development. Together, the new stills serve as more than just functional equipment and are symbols of Edinburgh Gin’s unwavering commitment to excellence. These three copper stills are set to be the beating heart of the distillery and will ensure that every single bottle of Edinburgh Gin embodies the wonder-filled essence of the city’s spirit.

Committed to producing premium gin in a sustainable way, this new distillery obtains all its energy from 100% renewable electricity and will therefore be operationally carbon neutral*. This comes following the brand’s new, eco-conscious packaging which now includes 49% recycled glass content across all formats, fully recyclable labels and case shippers, and removal of all secondary packaging across the core range.

Offering breathtaking views of the city’s skyline, the new home of Edinburgh Gin marries rich heritage and excellent distilling credentials with innovative gin experiences, with the brand-new distillery poised to become the beating heart of Edinburgh’s gin culture.

Available to book now, the distillery will offer a programme of four distinct immersive experiences. From The Classic Tour & Tasting, to The Gin Making Experience, the all-new distillery experiences will showcase the excellence behind Edinburgh Gin and its top-class craftsmanship. Led by the brand’s expert Distillery Ambassadors, visitors on each experience will receive a unique glimpse into Edinburgh’s role in the history of gin, and the opportunity to fully immerse their senses by exploring the remarkable flavours, aromas, textures and tastes of the carefully chosen botanicals that contribute to the brand’s signature gins.

Finlay Nicol, Distillery Manager at Edinburgh Gin stated, “This launch is a true milestone for the brand, representing our relentless dedication to innovation and excellence in all things gin. We believe this is more than just a distillery — it’s a testament of our rich heritage, knowledge and commitment to sustainability, and our brand-new stills alone are an embodiment of this.”

Melissa Rickerby, Brand Homes Manager Edinburgh Gin also commented, “We’ve crafted unforgettable programmes for the new distillery which are as expertly curated as our spirits, so we can’t wait for visitors to experience them. These new experiences offer a deep dive into the intricate art and science of gin making, led by passionate experts who bring every detail of our process to life, offering a truly immersive journey through the world of gin.”

The Edinburgh Gin Distillery at The Arches is open now, Mon – Sun 11:00 — 21:00. Experiences are available to book HERE.

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Hotly anticipated surfing resort, home to one of the world’s most advanced surfing wave pools, opens to the public

Scotland’s leisure and tourism industry is making waves as Lost Shore Surf Resort, the nation’s first inland surf destination, officially opens its doors on the 11th November. Located in Ratho, near Edinburgh, this game-changing £60m attraction boasts Europe’s largest and most advanced wave pool, positioning Scotland as a new global hub for adventure tourism.

Set within extensive grounds, Lost Shore Surf Resort offers a range of amenities including luxury accommodation, a waterfront bar, café, restaurant, surf school, surf shop, The Surfskate Academy, Spear Sauna, and wellness treatments.

As the largest investment in Scottish sporting infrastructure since the 2014 Commonwealth Games, the resort is expected to welcome over 160,000 visitors annually, create more than 130 jobs, and contribute £11 million to the local economy each year.

Surf

At the heart of Lost Shore Surf Resort is the state-of-the-art wave pool powered by Wavegarden technology. This enormous pool, three times the size of Wembley Stadium’s pitch, can generate up to 1,000 customisable waves per hour. From complete beginners to seasoned pros, surfers of all abilities will have the chance to ride world-class waves designed to their skill level.

With a 250-metre beachfront and over 20 wave types, surfers can fine-tune their skills while receiving expert tuition. Each surf session or lesson includes the use of high-performance, plant-based wetsuits and surfboards, ensuring comfort and warmth in any weather.

The resort also offers surfskating, an exciting variation of skateboarding that simulates ocean surfing on dry land. The Surfskate Academy helps surfers enhance their technique, making it a great way to prepare for the waves or get introduced to the sport.

In keeping with its commitment to inclusivity, Lost Shore Surf Resort will host several charitable initiatives. Inclusive Surfing Scotland will offer adaptive surfing opportunities for individuals of all abilities, while The Wave Project will provide their Surf Therapy sessions for young people facing various challenges—leading to a positive effect on the mental health and wellbeing of young people in the area.

Eat

In addition to its world-class surfing facilities, Lost Shore Surf Resort features Canteen, a rotating selection of top Scottish eateries in its waterfront bar, café, and restaurant. Visitors can enjoy diverse, seasonally driven dishes from beloved culinary favourites such as Glasgow’s Five March, Rafa’s Diner, and the iconic Edinburgh pizzeria Civerinos.

Stay

For those looking to extend their stay, the resort offers luxurious accommodation with stunning views of the surf pool. Hilltop Lodges, with three or four bedrooms accommodating 6-8 guests, outdoor showers, and wetsuit storage, cater perfectly to families and groups and offer stunning views of the resort. The Waterfront Lodges provide a scenic stay just steps from the surf, accommodating up to four people.

For accessible accommodation, the bespoke Kurvs feature sliding doors, wide corridors, and wheelchair-friendly amenities, ensuring a comfortable stay for up to four guests. 

Waterfront Pods, designed for singles or couples, offer floating super-king beds, underfloor heating, and ensuite bathrooms.

Enjoy

For the complete resort experience, Lost Shore Surf Resort offers indulgent wellness treatments by Michelle Denham, including facials and massages, delivered by a team of highly skilled therapists. The Spear Sauna, located by the water’s edge, provides a refreshing experience with waterfall buckets for an invigorating cool-down after a relaxing sauna session.

Events

There is a dedicated private event studio with space for up to 120 guests for corporate events, brand launches, meetings and private parties.

Throughout December, Lost Shore Surf Resort will be home to Christmas events such as The Lost Feast, a beautiful immersive indoor winter woodland for an incredible long table lunch or dinner provided by the critically acclaimed Five March. There will also be the Lost Cinema, where you can step through the Narnia wardrobe and enjoy festive film classics in a beautiful indoor winter woodland cinema. 

Quotes

Andy Hadden, founder of Lost Shore Surf Resort, said:
“This is a dream come true. Lost Shore Surf Resort is a hub of world-class adventure, hospitality, and wellness. After ten years of planning, it’s thrilling to open our doors and welcome visitors to experience this incredible resort. We believe Lost Shore will make surfing accessible to everyone, whilst also showcasing Scotland as a top destination for adventure tourism. I can’t wait to see more people realise the mental and physical benefits of surfing. Who knows—this could be the training ground for Scotland’s next Olympic surfing champion.”

Stephen Leckie, Chair of VisitScotland, said: “Lost Shore is an exciting development which could be truly transformational for the region and Scotland. Our stunning coastline has been bringing surfers to Scotland for many years and this new resort will only enhance its reputation as a world-class surfing and visitor destination. We know outdoor activities are a huge draw for visitors while water wellness, where visitors can recharge with water-based activities, continues to be an ongoing trend. Lost Shore will be able to capitalise on those trends with surfing aficionados, those tempted to try out the sport, and those who want to take in this unique visitor experience.”

Paul Stark, Chief Executive of the Scottish Surfing Federation, commented:
“Lost Shore Surf Resort delivers a truly world-class venue for Scottish surfers and supports our mission to positively impact lives through the sport of surfing. The ability to surf consistently on customisable waves, regardless of the weather or season, is a game-changer. Not only will this facility support our Scottish athletes excel on a world stage, but it will also open up the sport to a much wider audience, safely encouraging more people to give it a try and experience all the mental and physical benefits that surfing can bring.”

Ben Larg, Scottish big wave surfer and Red Bull athlete, said:
“When I first became involved with Lost Shore, I was a junior surfer, and now I’m surfing some of the biggest waves in the world, like those at Nazaré in Portugal. Having a facility like this is a massive boost for Scottish surfing. It will give young surfers the chance to train consistently on world-class waves, something I didn’t have growing up. I’m excited to see how Lost Shore helps develop the next generation of Scottish surfers.”

Ruairidh Farquarson, Co-ordinator at The Wave Project, added:
“We’ve seen first-hand the transformative power of surfing and community, particularly when it comes to supporting the mental health and wellbeing of young people. Our Surf Therapy intervention has proven to be truly life changing for the young people we work with and partnering with Lost Shore Surf Resort allows us to bring Surf Therapy into a state-of-the-art environment that’s accessible year-round. This facility will enable us to help even more children in Scotland experience the therapeutic benefits of surfing in a well located, accessible and controlled setting. We’re thrilled to be part of this incredible development.”

Josema Odriozola, Founder of Wavegarden, said: “It’s great to see Lost Shore Surf Resort come to life with a 52 module Wavegarden Cove, our biggest in Europe. This project is the epitome of what our company is about: bringing perfect waves to locations where they previously didn’t exist so everyone can experience the joy of surfing. Every aspect of our wave-making technology is engineered to provide the best customer experience while maximising energy and water efficiency, with regular software updates to ensure the resort remains at the forefront of what is possible.”

Tour operators seeking to expand their customer reach and boost revenue can benefit greatly from distributing their products through OTAs (Online Travel Agents). However, with taking the time to craft informative and engaging tour descriptions that inspire readers to book, these efforts may be manageable.

In this article, Palisis shares key strategies for writing product copy that ensures tours stand out on OTAs. The article covers important aspects like tone-of-voice considerations, grammar guidelines, and the essential details to include in descriptions to turn curious readers into eager bookers.

Consider the tone of voice in tour descriptions

Writing clear and readable tour descriptions ensures tours rank well on OTA platforms. Palisis offers several tips for nailing the right tone of voice from the start.

One key tip is to write in an active voice. This helps grab the reader’s attention and places them in the heart of the experience. For example, instead of passive construction, “Cruise through the city streets in comfort aboard your open-top sightseeing bus, and learn the secrets of must-see attractions including Buckingham Palace, the Palace of Westminster, and Trafalgar Square” is a much more direct and engaging way to appeal to potential customers.

Make descriptions engaging and avoid the hard sell

It’s important to balance explaining the unique benefits of the tour with providing essential details without it feeling like a hard sell. Tour descriptions should feel authoritative and helpful, conveying local knowledge with enthusiasm while maintaining a conversational, approachable tone. Descriptions should sound like a trustworthy recommendation rather than a sales pitch, while still providing all the key information.

Showcase expert knowledge and local insight

When listing tours on an OTA, operators can showcase their offerings to a global audience of keen travellers. By sprinkling in local knowledge throughout the copy, operators can make their tours more appealing and help them stand out. This gives the descriptions a personalised, authentic feel, which many travellers value.

Semantic SEO: Writing to answer search queries

Semantic SEO is the practice of writing content that answers users’ search queries naturally and meaningfully. Palisis recommends writing tour descriptions that align with what potential customers are searching for, which helps tour listings stand out both on OTAs and in search engine results pages.

For example, if someone is searching for Paris walking tours, a well-written description like “Stroll through the City of Love and explore the romantic side of France’s elegant capital on this 2-hour guided walking tour of Paris” reflects the searcher’s intent and helps the tour rank higher in search results.

Identifying relevant keywords is also key to optimising tour descriptions. Tools like SEMrush, Moz Keyword Explorer, and Ahrefs can provide valuable insights into the most effective keywords to use, and Palisis highlights how to use these tools to create content that appeals to both users and search engines.

Layout tips for converting tour descriptions

A well-laid-out description is essential to convert potential customers into bookers. Palisis emphasises that a successful tour description will include the following elements:

• Tour title: The SEO-optimised tour name that includes relevant keywords and makes it clear what the tour is about.
• Overview: A short, engaging introduction that explains what’s involved in the tour.
• Highlights: A few bullet points showcasing the key selling points of the tour, such as must-see landmarks.
• Itinerary: A brief breakdown of the locations and experiences included in the tour.
• Inclusions/exclusions: A clear list of what is and isn’t included, such as meals, transport, or entrance fees.
• Pickup and drop-off information: Details about where the tour starts and ends, helping to build confidence with potential buyers.
• Additional information: Details like age restrictions, dress codes, accessibility, and fitness levels.

Grammar and style tips

Typos and grammar mistakes can undermine a traveller’s confidence in the tour. Palisis advises checking tour descriptions carefully and ensuring consistency in grammar and spelling. They recommend the Associated Press Stylebook as a helpful resource and suggest writing in either British or US English, depending on the OTA’s guidelines.

It’s also important to use the English versions of foreign place names to appeal to an international audience, such as using “Munich” instead of “München.” Spelling out numbers up to nine and using numerals for ten and above is another best practice, along with using the Oxford comma for clarity in lists.

About Palisis

Palisis is a leading B2B provider of technology-based ticketing and distribution solutions in the travel and tourism sector. With years of experience, market knowledge, and a process-driven approach, Palisis supports businesses in over 100 countries around the globe.

Visitor experience designers Mather & Co are renowned for their work in designing attractions across the world, including Belgian Beer World, Dover Castle, Silverstone Museum, and Downton Abbey: The Exhibition. With almost 30 years of experience in sports, heritage, and entertainment sectors, the company has collaborated with leading names and brands, understanding the importance of knowing the audience.

In today’s fast-paced world, establishing a deep and memorable connection with visitors is critical. Whether managing a museum, visitor attraction, or cultural venue, understanding how to engage and resonate with the audience is the key to success. In response to this need, Mather & Co has developed an exclusive resource.

In the early stages of their projects, Mather & Co collaborates closely with their clients to comprehend the audience’s preferences, behaviours, and expectations. By understanding these factors, you can create experiences that emotionally resonate with your visitors.

The “Unlocking the Visitor Connection” guide is a comprehensive resource with valuable insights and actionable tips to help improve the visitor experience. The guide outlines effective methods for understanding the audience and includes a template to gather essential information to tailor the ideal visitor experience.

You can download the guide here.

Tayl, a leading provider of staff training and compliance solutions, is here to highlight key updates to UK employment law that took effect on October 1st. These changes are essential for businesses and employees alike to stay compliant and informed. Here’s a quick summary:

• Statutory Neonatal Care Leave – Employees with babies in neonatal care can now take additional leave on top of their parental leave entitlements
• Proactive Duty to Prevent Sexual Harassment – Employers are now required to take proactive steps to prevent sexual harassment in the workplace, even before incidents occur.
• Extended Protection from Redundancy for Pregnant Staff – Pregnant employees must be prioritised in redundancy decisions, offering them greater job protection.
• Flexible Working Requests – Employees can now submit two flexible working requests per year without needing to explain how their request might affect the workplace.
• Illegal to Withhold Tips – Employers are now legally required to ensure that all tips, service charges, and gratuities are passed on to staff in full, preventing any withholding of these payments.

For more information, check out these links:
GOV.UK: Employment Law Updates
Acas: Neonatal Leave and Pay
Equality and Human Rights Commission: Preventing Harassment at Work
Worker Protection Act Check List
Book a consultation with Tayl