ASVA Event

Ten years ago, Facebook was the must-have marketing channel – and visitor attractions were being encouraged to get on board. Then came Instagram, and most recently TikTok, each demanding more content and more time from already-stretched marketing teams.

Fast-forward to today, and the landscape has changed dramatically. In this Industry Insight webinar, we’ll partner with Flourish Marketing to explore why simply posting more isn’t the answer for visitor attractions with limited time and resources. Instead, we’ll look at how to find and engage with the online communities that matter most to your audience, use integrated marketing communications to make every touchpoint count, and empower your visitors to become your best marketers.

Social media has become noisier, more fragmented, and more time-consuming than ever. This webinar will help ASVA members step back from the “post everywhere” treadmill and focus on what truly moves the needle.

You will learn:

• How to prioritise your efforts and choose the channels that deliver real results
• Where to find your audience online – from niche communities to forums and partner networks
• Ways to turn visitors into advocates, letting them share authentic stories and content on your behalf
• How to use integrated marketing communications to tie everything together, online and offline
• Practical, low-cost ideas to make your marketing work harder without burning out your team

This session is perfect for visitor attractions and SMEs with lean marketing teams who want to grow reach and engagement while freeing up time for other priorities.

About Flourish Marketing & Amanda Burns:
Amanda Burns is Senior Account Lead and Head of New Business at Flourish Marketing, a strategy-led marketing agency based in Scotland. With over fifteen years of experience in tourism and visitor attraction marketing, Amanda has worked with national operators, SMEs, and global brands to create strategies that deliver measurable results.

Over the course of her career, she has helped organisations navigate the ever-changing marketing landscape – from the rise of Facebook to today’s multi-channel world – and is passionate about helping lean marketing teams focus on what really works. At Flourish, Amanda specialises in integrated marketing communications, combining strategy with hands-on delivery to help clients make every channel count.

Your website is more than just your ‘online presence’ – it’s your venue’s vital first impression, shop window, booking engine and engagement tool. Join Neil Lewin, MD at Semantic (who’s worked with leading attractions such as Alnwick Castle, Silverstone Museum, Twycross Zoo and many more), as he shares practical strategies to elevate your online presence.

Learn how to:
– Assess and improve your website’s effectiveness
– Avoid common digital pitfalls
– Boost bookings, engagement, and loyalty
– Leverage tools to enhance the visitor journey
– Stay ahead in the AI-first digital landscape

Whether you’re planning a full website rebuild or simply want to make more informed day-to-day decisions, the webinar is designed to give you and your team a broader perspective and actionable ideas.

As we approach the crucial summer period, ASVA is pleased to host an exclusive webinar with Marc Crothall, Chief Executive of the Scottish Tourism Alliance (STA), to provide members with a comprehensive update on the current state of Scotland’s tourism industry and the outlook for the months ahead.

This timely session will explore the key challenges, trends, and opportunities facing the sector, with a specific focus on the implications for visitor attractions across the country. From international travel patterns and domestic booking trends to policy developments and workforce concerns, Marc will offer insights into the factors shaping the industry’s performance and what to expect this summer.

Key Topics Will Include:

1. The current trading environment and wider industry sentiment
2. Scottish and UK-wide tourism policy developments
3. STA’s advocacy work and engagement with government
4. Economic outlook and cost pressures impacting tourism & hospitality businesses
5. Update on Scotland Outlook 2030 activities

Film and TV productions—and the resulting screen tourism opportunities—can be game-changers for visitor attractions, often creating long-lasting impacts that continue well beyond filming. With Scotland increasingly in the spotlight as a stunning backdrop for major productions, how can your attraction make the most of this rising trend?

Join us for an inspiring and practical webinar with Jenni Steele, Film & Creative Industries Manager at VisitScotland, as she explores the powerful influence of screen tourism and how attractions of all types can tap into its potential.

In this session, you’ll learn:

• How to engage visitors through the growing trend of ‘set-jetting’

• What to consider when handling filming enquiries and how to manage them effectively

• Ideas for getting involved in screen tourism—even if you’re not a filming location

• Key trends in film and TV production across Scotland

• Practical case studies—among them, Anna Rathband of the National Trust for Scotland, sharing her expertise as Filming Manager.

• Strategic tips on positioning your attraction to benefit from the screen tourism boom

Whether you’ve already hosted a production or are exploring the potential of Scotland’s growing screen presence, this webinar will offer valuable insights and practical perspectives to help you understand the opportunities available.

AI has advanced dramatically in the past year, with new capabilities and tools now reshaping how visitor attractions operate, engage audiences, and deliver experiences. In this timely session, we’re revisiting the world of AI with fresh insights and practical takeaways.

We’re delighted to welcome back Joshua Ryan-Saha, Director of Traveltech at the Edinburgh Futures Institute and a leading voice in AI innovation. Joshua will explore how AI has evolved since our last session, unpacking the most impactful developments and what they mean for the attractions sector today.

What you’ll gain from this session:

• Emerging AI trends – Discover the most recent breakthroughs and what’s on the horizon for AI in tourism and attractions.
• Real-world applications – See how attractions are already embracing new AI tools for operations, interpretation, marketing, and more.
• Step-by-step strategies – Whether you’re just starting or scaling up, learn how to implement or refine your AI initiatives effectively.

This webinar is ideal for anyone in the attractions sector — whether you’re exploring AI for the first time or ready to take your innovation to the next level. Don’t miss this opportunity to stay ahead of the curve in one of the most fast-moving and transformative areas of technology.

💡 Have you already been experimenting with AI?

As part of this session, we’d love to shine a light on the work of ASVA members who have introduced AI at their attractions — no matter how big or small the initiative. Whether you’ve used AI to streamline bookings, enhance interpretation, personalise marketing, generate content, or trial a chatbot, we’d love to hear from you!

If you’re open to sharing a 5-minute case study, please let us know. It’s a great chance to highlight your work and inspire others in the ASVA community. Contact Helen Henderson on helen@asva.co.uk

 

EVs are becoming a key part of everyday travel, and visitor expectations are changing fast. This webinar is an opportunity to understand how EV charging could fit seamlessly into your sites ecosystem—enhancing sustainability, and future readiness. Join us to explore what this shift means for visitor attractions and why now is the time to prepare.

Key Learnings:

• How EV Charging can boost customer satisfaction
• What % of all new UK vehicles sold in 2024 were electric.
• Revenue opportunities
• Simplify the new EV charging regulations by the UK Government
• Clear up EV myths you may have read
• Share RAW’s latest Case Study insights

This session will be delivered by Romy Wilkin-Brown, who is a commercial leader in sustainable infrastructure and Director of Sales at RAW Charging, a specialist in EV solutions for visitor attractions, hospitality, and leisure. With a strong focus on customer experience and commercial impact, she leads a team delivering tailored, future-proof charging solutions. RAW Charging’s commitment to excellence was recognised with a Gold award from Investors in Customers. Previously, Romy was Director of Sales at Jones Food Company, Europe’s largest vertical farming enterprise, where she drove commercial growth and helped position British agriculture and innovation on the global stage. She has spoken at Food Tank’s First London Climate Action Week Summit and addressed the Cambridge Institute for Sustainability Leadership (CISL) cohort. At ASVA, Romy will explore Scotland’s evolving EV landscape, the transition from ChargePlace Scotland, and how attractions can integrate EV charging to enhance visitor experience, sustainability, and commercial success.

About RAW Charging:

RAW Charging is a leading UK Charge Point Operator (CPO) specialising in destination-focused EV charging solutions. We partner with some of the country’s leading leisure destinations, including the National Trust, English Heritage, and Merlin Entertainments, to provide reliable and accessible EV charging. As demand for EV infrastructure continues to grow, visitor attractions must offer convenient charging solutions to enhance the visitor experience and meet evolving expectations. For Scottish visitor attractions, EV charging is more than just a service—it’s an opportunity to improve guest satisfaction while unlocking new revenue streams. RAW Charging offers a fully funded solution, meaning we cover all costs for installation, maintenance, and operation while providing a guaranteed revenue share for your site. Whether in a rural setting or a high-traffic destination, the right EV charging infrastructure helps future-proof businesses and reinforces a commitment to sustainability. RAW Charging makes it easy for visitor attractions to embrace the future of electric mobility—at zero cost, with long-term benefits.

Join ASVA and VisitScotland for this Industry Insight webinar where we will explore essential insights to help you understand market trends, visitor behaviour, and sector performance.

The visitor landscape is constantly evolving, and keeping up with market trends and industry performance is essential for attractions aiming to adapt, grow, and make the most of opportunities in 2025.

In this webinar we will explore:

• Latest Market Intelligence & Travel Trade Tips – VisitScotland’s new Director of Marketing and Digital, Jill Walker, alongside colleagues, will share the latest domestic and international visitor insights and provide practical guidance on marketing strategies and working with the travel trade.
• ASVA Benchmarking Report – ASVA CEO, Michael Golding will present an overview of the latest benchmarking data, highlighting visitor trends, spend patterns, and sector performance to help attractions understand their position in the market.

This webinar will provide actionable insights to help attractions refine their marketing strategies, strengthen industry partnerships, and make data-driven decisions.

We’re delighted to once again be able to offer our acclaimed Exceeding Visitor Expectations training course, which is designed specifically for frontline staff at visitor attractions.

This result-driven, highly relevant one-day course has a proven record of success – many of Scotland’s leading attractions have already taken advantage of it to boost their business performance and competitive edge by enhancing the quality of their visitor offering.

Exceeding Visitor Expectations has been created and crafted to equip customer-facing staff with the specialist skills and insights they need to deliver the very highest standards of service – ensuring every visitor enjoys a truly outstanding experience. Key areas covered can be seen below:

• Identify what your attraction and the area where you work has to offer;
• Understand who your visitors are and what the need and expect;
• Meet, manage and, whenever possible, exceed visitor expectations;
• Welcome visitors from all sections of the community and provide an accessible service;
• Communicate successfully with visitors;
• Use product/ destination knowledge to provide information and advice in an inspiring way;
• Deal effectively with challenging situations;
• Act as an ambassador for your attraction and local area.

Renowned skills development expert Catherine Bowie of Communicate Consultants will lead the training. Catherine is highly experienced in coaching sector team members and providing tailored guidance to enable them to fulfil the potential of their roles, enhancing visitor engagement and satisfaction. This empowers staff, honing their communications skills and building their confidence to help them handle any situation and act as a great ambassador for your attraction.

Please note: 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.

 

Join us on Tuesday 4th March from 10:30am – 11:30am for the next Quality Assurance Engagement Session, open to everyone interested in learning more about ASVA’s Quality Assurance journey – including non-members.

This session will provide an opportunity to hear directly from ASVA CEO, Michael Golding, as he shares further updates in the latest developments around Quality Assurance within ASVA.

Whether you’re a member or simply interested in the future of QA in Scottish visitor attractions, this is a chance to engage, ask questions, and contribute your thoughts.

This session marks the continuation of our regular updates on this important journey. By opening this session to everyone, we aim to ensure that Quality Assurance in Scottish visitor attractions reflects the collective needs and ambitions of the sector.

Join us on 12th February at 10.30am for the next in our Industry Insights webinar series, delivered by catering consultant and industry expert, Sandra Reid. This is the first of 2 sessions supporting members in maximising the opportunities and secondary revenue that catering can generate. Many ASVA members operate catering in house and this session will focus specifically on ensuring operational and commercial success in in-house operations.

Content

• The hospitality landscape; challenges and opportunities
• Costs – managing food costs; managing labour costs
• Meeting customer expectations on price
• Stand out from the crowd – differentiating your offer and aligning with the core business
• Case study – Andy Pollexfen, Operations Manager, The Great Tapestry of Scotland
• Top tips
• Q&A

This session will be essential for any ASVA members considering introducing a catering offer, those who already operate in house, those who are considering changing the operating model.

About Sandra Reid and Fare Consulting – Fare Consulting Limited is an independent food and hospitality consultancy. Fare’s Managing Director Sandra Reid has over thirty-five years operational and consultancy experience in the hospitality industry. Over that time, she has ‘cheffed’ in her own restaurant in Edinburgh, taught practical cookery skills, supported social enterprise food projects and client managed catering contractors. Sandra has been a consultant for over twenty years, and launched Fare Consulting in 2014.

With specific expertise in foodservice in leisure, visitor attractions and cultural destinations, Fare Consulting has worked with many iconic attractions across Scotland and the rest of the UK, supporting them with their catering strategy, tendering and contract management. Fare also assists inhouse operations with staff and systems development, menu planning and cost controls.

Join us for this Industry Insight webinar delivered in partnership with trade members ATS on 19th March, where we will be looking at practical strategies for making your attraction accessible and inclusive. At ATS, they believe in breaking down barriers and creating truly accessible spaces where everyone can explore and engage with the fascinating stories you have to tell.

This ideal may seem daunting, especially with limited resources. But what if ATS told you there are simple, cost-effective ways to make your visitor attraction more inclusive?

This is exactly what they will be exploring in this webinar, which will be led by ATS MD, Spencer Clark. The session will equip attendees with actionable steps to create a welcoming environment for all their visitors.

Here are just a few reasons why you should reserve your spot:

• Hear from the experts: They will be joined by representatives from visitor attractions who are already providing audio-described tours and British Sign Language options. These representatives will share their experiences and insights, offering valuable advice and inspiration.
• No budget left behind: They understand that resources are often limited. This webinar focuses on solutions for any budget, no matter the starting point, and will help attendees create the right strategy and plan for their venue.
• Welcome everyone: Understand the value of welcome videos for your website. ATS will cover how a simple video showcasing your accessibility features can put visitors at ease and demonstrate your commitment to inclusion.

Don’t miss this opportunity to take a step towards creating a more inclusive and welcoming space for all.

For 30 years, ATS have been at the forefront of creating unforgettable visitor experiences, blending storytelling and technology. As the MD of ATS, Spencer Clark feels privileged to work alongside an exceptionally talented and experienced team of interpreters, consultants, audio and visual producers, designers, digital developers and technologists. From castles to palaces, museums to galleries, perhaps you are one of the 10 million people who enjoy an ATS multimedia tour ever year?

We’re delighted to once again be able to offer our acclaimed Exceeding Visitor Expectations training course, which is designed specifically for frontline staff at visitor attractions.

This result-driven, highly relevant one-day course has a proven record of success – many of Scotland’s leading attractions have already taken advantage of it to boost their business performance and competitive edge by enhancing the quality of their visitor offering.

Exceeding Visitor Expectations has been created and crafted to equip customer-facing staff with the specialist skills and insights they need to deliver the very highest standards of service – ensuring every visitor enjoys a truly outstanding experience. Key areas covered can be seen below:

• Identify what your attraction and the area where you work has to offer;
• Understand who your visitors are and what the need and expect;
• Meet, manage and, whenever possible, exceed visitor expectations;
• Welcome visitors from all sections of the community and provide an accessible service;
• Communicate successfully with visitors;
• Use product/ destination knowledge to provide information and advice in an inspiring way;
• Deal effectively with challenging situations;
• Act as an ambassador for your attraction and local area.

Renowned skills development expert Catherine Bowie of Communicate Consultants will lead the training. Catherine is highly experienced in coaching sector team members and providing tailored guidance to enable them to fulfil the potential of their roles, enhancing visitor engagement and satisfaction. This empowers staff, honing their communications skills and building their confidence to help them handle any situation and act as a great ambassador for your attraction.

Please note: 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.