ASVA Event

Our next Learning Journey will take place at The Tall Ship Glenlee on 8th June, winner of the 2025 Regional Thistle Award for Best Visitor Attraction in the West of Scotland.

Moored on the River Clyde, The Tall Ship Glenlee offers a distinctive setting to explore how history and heritage can be brought to life through interactive interpretation and engaging, self-led exploration.

This session is a great opportunity to connect and network with industry peers, while gaining insight into how the team has developed a compelling visitor offer that blends interpretation, accessibility and storytelling within a historic maritime environment.

During the visit, we’ll explore:

• How the ship uses interactive interpretation and layered storytelling to engage different visitor groups
• Approaches to creating an inclusive and accessible experience within a historic setting
• How the physical space of the ship shapes the visitor journey and experience design
• The role of events, learning programmes and commercial activity in enhancing the overall offer

Running from 10am to 1pm, the session will include a mix of guided exploration, discussion and input from the team, with opportunities to share ideas, ask questions and learn from others across the sector.

This Learning Journey will provide fresh perspective, practical ideas and valuable connections to support your own visitor experience

Visitor attractions have spent years building websites that rank well on Google. But the rules are changing fast. AI-powered search tools like ChatGPT, Google’s AI Overviews and Perplexity are now answering questions directly, without sending visitors to your site. For many attractions, that means organic traffic is quietly disappearing.

In this Industry Insight webinar, Neil Lewin shares a practical playbook you can act on straight away.

Neil is Managing Director of Semantic, a digital agency that created LOOP a web platform purpose-built for visitor attractions, museums, zoos and heritage sites. LOOP powers websites for venues including Real Mary King’s Close, Twycross Zoo, Brighton Palace Pier, Silverstone Museum and The Crystal Maze. The strategies he shares come from real experience of what works for the kinds of venues ASVA members operate.

What you’ll take away:

• A clear picture of how AI search works and why your current site may be invisible to it
• A simple audit framework you can run on your own site this week
• Practical, jargon-free tactics to improve your visibility in AI-generated answers
• The content and structural changes that make the biggest difference for attractions

Whether you’re a small heritage site, an immersive experience or a multi-venue operation, this session is built around the reality of how attractions actually work.

About Neil Lewin
Neil is Managing Director and co-founder of Semantic, a UK digital agency that created LOOP, a website platform tailored to the sector.  LOOP is pitched as “Premier League website at Division Two money.” Neil speaks and writes regularly on websites, digital strategy, AI-driven search and what the shift to AI discovery means for experience-led businesses.

Our final pre-summer Learning Journey takes place at Highland Wildlife Park on 18th June, national winner of the Thistle Award for Best Visitor Experience.

Set within the Cairngorms National Park, this session offers a chance to explore how a large-scale, outdoor attraction delivers a consistently high-quality and engaging visitor experience across a diverse and expansive site.

Join fellow members to hear directly from the team about how they design and manage the visitor journey across both drive-through and walk-around areas, balancing conservation, storytelling and visitor expectations.

During the session, we’ll explore:

• Designing a seamless visitor journey across a large and varied landscape
• Creating meaningful engagement through interpretation and wildlife storytelling
• Embedding conservation and sustainability within the visitor experience
• Supporting the overall offer through retail, catering and secondary spend

The session will run from 1.30pm to 4.30pm and will include guided exploration, discussion and insight from the team, with opportunities to share ideas and ask questions.

This  Industry Insight webinar will explore how AI is transforming paid media and what that means for visitor attractions across Scotland. Delivered by specialist paid media agency, The Media Shop, it will unpack the latest AI-powered tools available across platforms such as Meta, TikTok, and Connected TV providers including STV, showing how advertisers can now generate and optimise ad strategies and content at scale.

The session will focus on the practical opportunities AI presents, particularly for smaller marketing teams, from faster content production and smarter A/B testing to dynamic personalisation that helps turn screens into ticket sales. It will also address the potential pitfalls, including brand safety risks, over-automation, and measurement challenges when AI-driven campaigns evolve in real time.

The webinar will be presented by Ruth Berry, Insight & Strategy Director, and Teresa Turner, Senior Campaign Manager, from The Media Shop. Drawing on experience with leading visitor attractions such as National Museums Scotland, National Library of Scotland, and Paisley Halloween Festival, as well as several Scottish DMOs, they will share evidence-based insights and real-world results.

Attendees will leave with practical guidance on how to balance AI efficiency with human insight, to maximise ROI while safeguarding brand integrity.

Our next Learning Journey will take place on 29th April to Edinburgh Zoo, winner of the Central and East Regional Thistle Award for Best Visitor Experience and the national Climate Action Award.

This is a great opportunity to connect, network and engage with industry colleagues while gaining insight into what it takes to deliver an outstanding visitor experience at one of Scotland’s most iconic attractions.

During the visit, we’ll explore how Edinburgh Zoo creates a memorable and engaging day out, from first impressions through to departure, and how every touchpoint contributes to overall visitor satisfaction.

Participants will gain insight into:

• How the Zoo designs and manages the end-to-end visitor journey, with a focus on creating standout moments across a large and complex site
• Approaches to wayfinding, interpretation and storytelling that enhance engagement and provide a high quality experience at a large scale
• Learn how the Zoo puts sustainability practices into action
• Commercial opportunities including events, retail and catering, and how these support the charity as well as overall experience

The session will run from 10am to 1pm and will include a mix of site exploration, discussion and insight from the team, with opportunities to hear what’s working well, what they’ve learned, and where they’re continuing to evolve.

This session is designed to spark ideas, challenge thinking and provide practical takeaways that can be applied within your own attraction.

Exclusive to ASVA Members

Join fellow attraction marketers for an engaging and practical Ideas Exchange session focused on insight-led strategy, audience engagement and marketing ideas that can be applied within your own organisation.

The session will begin with a real-world industry case study from Elinor Brown and Scott Byrne from Dovecot Studios, exploring their award-shortlisted IKEA: Magical Patterns campaign and how a strategic partnership helped reposition the organisation, attract new audiences and generate significant media coverage. Rather than a high-level overview, the presentation will share honest, behind-the-scenes insight into the audience thinking, campaign development, channels used, what delivered the strongest results, and the lessons learned along the way.

Following the case study, members will move into an informal and collaborative peer discussion, providing the opportunity to exchange ideas, compare approaches and discuss current challenges and opportunities facing attraction marketers. The format is designed to encourage open conversation and practical knowledge-sharing, allowing attendees to learn directly from sector colleagues as well as the featured speaker.

Members will leave with fresh ideas, practical takeaways and examples of strategies and approaches that can realistically be adapted for organisations of all sizes.

Exclusive to ASVA Members

This event will provide a structured yet informal opportunity for ASVA members to come together to share experiences, explore challenges and exchange best practice around visitor experience and engagement. The focus is on practical learning, peer discussion and collective insight.

The event will feature a short case study presentation from Christina Dobbie, Visitor Centre Manager at Glen Garioch Distillery.

Glen Garioch Distillery was successful in winning the Aberdeen City & Shire Regional Thistle Award for Best Visitor Experience 2025. Christina will share insight into the aspects of Glen Garioch’s visitor experience that have had the greatest impact on visitors, what resonates most strongly with audiences, challenges and lessons learned along the way, and practical ideas that other attractions could realistically adapt within their own organisations.

This will act as a catalyst for wider discussion and shared learning across the group. Throughout the session, members will be encouraged to contribute their own experiences, ask questions and learn from peers facing similar challenges across the sector.

This event will offer members:

• Exclusive access for ASVA members
• Insight from a member attraction case study
• Peer-to-peer sharing of experience and best practice
• Open, facilitated discussion in a trusted environment
• Practical ideas that can be adapted within individual attractions

We’re delighted to once again offer our acclaimed Exceeding Visitor Expectations training workshop, designed specifically for frontline staff and volunteers working in visitor attractions. This event will take place in Inverness.

This highly practical, results-driven one-day course has a proven track record of success, with many of Scotland’s leading attractions already benefiting from enhanced service standards, stronger visitor engagement and improved business performance.

Created exclusively for the visitor attractions sector, the course equips customer-facing teams with the skills, confidence and insight needed to consistently deliver outstanding experiences, helping every visitor feel welcomed, valued and inspired.

Who is it for?

This workshop is ideal for:

• Frontline staff and volunteers

• Visitor services, admissions and welcome teams

• Anyone with direct visitor contact who represents your attraction and local area

The content aligns closely with ASVA’s Quality Scheme, providing valuable insight into the service standards, welcome and engagement expected during quality assurance assessments.

What will participants learn?

Participants will gain practical tools and confidence to:

• Identify what their attraction and local area has to offer

• Understand who their visitors are and what they need and expect

• Meet, manage and exceed visitor expectations

• Deliver a welcoming and accessible service to all visitors

• Communicate confidently and effectively with visitors

• Use product and destination knowledge to inspire and inform

• Handle challenging situations positively and professionally

• Act as an ambassador for their attraction and local area

The course is interactive and engaging, allowing participants to rehearse real-life scenarios and immediately apply learning in the workplace.

Course lead

The training is led by Catherine Bowie of Communicate Consultants, a highly respected skills development expert with extensive experience coaching teams within the visitor attractions sector. Catherine’s approach empowers staff, builds confidence and strengthens communication skills, enabling participants to handle any situation and deliver exceptional service.

Additional benefits

• Closely aligned to ASVA’s Quality Scheme and 5-Star service expectations

• Interactive, practical and tailored to attraction-based roles

• Attendance certificate provided

Practical details

• Duration: Full-day workshop

• Format: In-person

• Audience: Frontline staff and volunteers at visitor attractions

Cancellation policy

Cancellation of a booking (by emailing info@asva.co.uk) must be received at least 7 days prior to the event to be eligible for a refund.
Bookings cancelled less than 7 days before the event, and non-attendance, will be non-refundable.

It can often feel like the human and digital ways of engaging visitors are at war with each other, especially with visitors now craving more human engagement in a digitally saturated world. However, lean too heavily on human engagement and visitors can leave having not got the full breadth of experience or stories on offer. Too far the other way to digital can lead to experiences feeling monotonous and indistinct.

Led by Noah Burrows, Head of Client & Visitor Experience Innovation at ATS-Heritage, this Industry Insight webinar will explore the space in between, where human and digital ways of delivering experiences can, and should, work together in a blended approach to deliver maximum impact for visitors.

In this webinar(amongst other things) we will explore:

• Harmony: How human and digital experiences can live together
• Team Buy-In: How to bring along staff and volunteers on your digital journey
• Access & Inclusion: Where digital really shines
• Case Studies: Talisker, The Singleton, Blair Athol, and Dunrobin Castle

About Noah & ATS

Noah has over a decade of experience in the visitor attraction industry, working across visitor experience, operations, and digital transformation.

ATS-Heritage are industry leaders in creating digital experiences for visitor attractions. They are made up of producers, developers, visitor experience experts, creatives, editors, and more. Their services include an end-to-end content production suite, multimedia and audio guide development, and consultancy .

For over 30 years ATS have worked in partnership with the visitor attraction industry to put visitors at the heart of your stories. Clients include Buckingham Palace, Palace of Holyrood House, Guinness  Storehouse, Talisker, The Singleton, Blair Athol, Culloden, Balmoral, Dunrobin, St. Paul’s Cathedral, and many many more.

*** Online bookings for this event are now closed. If you are interested in booking a place, please contact helen@asva.co.uk ***

We’re delighted to once again offer our acclaimed Exceeding Visitor Expectations training workshop, designed specifically for frontline staff and volunteers working in visitor attractions. This event will take place in Edinburgh.

This highly practical, results-driven one-day course has a proven track record of success, with many of Scotland’s leading attractions already benefiting from enhanced service standards, stronger visitor engagement and improved business performance.

Created exclusively for the visitor attractions sector, the course equips customer-facing teams with the skills, confidence and insight needed to consistently deliver outstanding experiences, helping every visitor feel welcomed, valued and inspired.

Who is it for?

This workshop is ideal for:

• Frontline staff and volunteers
• Visitor services, admissions and welcome teams
• Anyone with direct visitor contact who represents your attraction and local area

The content aligns closely with ASVA’s Quality Scheme, providing valuable insight into the service standards, welcome and engagement expected during quality assurance assessments.

What will participants learn?

Participants will gain practical tools and confidence to:

• Identify what their attraction and local area has to offer
• Understand who their visitors are and what they need and expect
• Meet, manage and exceed visitor expectations
• Deliver a welcoming and accessible service to all visitors
• Communicate confidently and effectively with visitors
• Use product and destination knowledge to inspire and inform
• Handle challenging situations positively and professionally
• Act as an ambassador for their attraction and local area

The course is interactive and engaging, allowing participants to rehearse real-life scenarios and immediately apply learning in the workplace.

Course lead

The training is led by Catherine Bowie of Communicate Consultants, a highly respected skills development expert with extensive experience coaching teams within the visitor attractions sector. Catherine’s approach empowers staff, builds confidence and strengthens communication skills, enabling participants to handle any situation and deliver exceptional service.

Additional benefits

• Closely aligned to ASVA’s Quality Scheme and 5-Star service expectations
• Interactive, practical and tailored to attraction-based roles
• Attendance certificate provided

Practical details

• Duration: Full-day workshop
• Format: In-person
• Audience: Frontline staff and volunteers at visitor attractions

Cancellation policy

Cancellation of a booking (by emailing info@asva.co.uk) must be received at least 7 days prior to the event to be eligible for a refund.
Bookings cancelled less than 7 days before the event, and non-attendance, will be non-refundable.

Exclusive to ASVA Members

This session will provide a practical forum for members to explore insight-led strategy and marketing.

The Exchange will include updates from VisitScotland’s Director of Marketing, Jill Walker, who will share the latest trends and insights shaping domestic and international tourism. Drawing on national market intelligence, Jill will outline key developments in visitor behaviour and what these mean for marketing and audience engagement at attraction level.

Designed to be informal, open and collaborative, the session will move into facilitated peer discussion, enabling members to share experiences, compare approaches and identify practical ideas they can apply within their own organisations.