ASVA Event

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 exchange will feature a short case study from Stephen Brannigan, the Head of Scone Palace. In the 2025 Global Tourism Excellence Awards, Scone Palace were successful in winning the Excellence in Tourism Award ‘Attraction’ Category and in addition also scooped the Leisure, Tourism and Hospitality Award at The Courier Business Awards 2025. Stephen will share insights into their approach to visitor experience and engagement, the factors that have driven success, and key lessons learned.

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 an award-winning attraction
• • 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

As Scottish visitor attractions plan for 2026, understanding the domestic Scottish market has never been more important. With ongoing economic pressures and changing travel habits, how Scots choose to spend their leisure time — and what they expect from attractions — will play a critical role in shaping performance over the year ahead.

In this Industry Insight webinar, 56 Degree Insight will share the latest findings from their Scottish Tourism Index, which focuses specifically on the attitudes, behaviours and intentions of the Scottish public. This session will provide ASVA members with robust, Scotland-specific insight to support confident planning for 2026.

Drawing on large-scale research, the webinar will explore how demand within the domestic market is evolving, how Scots are making decisions about day trips and holidays, and what this means for attractions when it comes to pricing, programming and experience design. The emphasis will be on using insight to anticipate change and respond proactively, rather than reacting after the fact.

Alongside this, 56 Degree Insight will reveal new research into Scottish public perceptions of what makes an attraction “world-class”. Understanding how domestic visitors define quality, value and excellence will help attractions prioritise improvements that matter most to their core audiences.

The session will conclude with practical guidance on collecting better visitor data, helping attractions deepen their understanding of Scottish visitors and build insight that supports continuous improvement throughout 2026 and beyond.

In a competitive and cost-conscious environment, this webinar will help ASVA members focus their efforts where they will have the greatest impact on the domestic market.

You will learn:

• How insight into the Scottish domestic market can inform demand planning for 2026
• How Scots’ attitudes, behaviours and expectations are evolving
• Where there may be opportunities for growth within the domestic market — and where challenges remain
• What the Scottish public considers “world-class” in a visitor attraction
• Practical, achievable ways to collect and use visitor data to strengthen understanding of domestic visitors

About 56 Degree Insight

56 Degree Insight is a leading Scottish research and insight consultancy specialising in tourism, leisure and the visitor economy. Their Scottish Tourism Index provides a deep understanding of the attitudes, behaviours and perceptions of the Scottish public, helping organisations plan more effectively for the domestic market.

With extensive experience working with visitor attractions and tourism organisations across Scotland, 56 Degree Insight combines rigorous research with practical interpretation — turning insight into action.

 

 

*** 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 Stirling, at the Tolbooth.

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.

*** One place now available due to a cancellation***

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, at Culloden Battlefield Visitor Centre (*** please note that the Edinburgh course has been moved to 16th March).

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.

We are delighted to be bringing back our popular In-Person Learning Journeys. Exclusively for ASVA members, these offer a unique opportunity to step behind the scenes of award-winning visitor attractions and learn directly from those delivering excellence. Designed to showcase best practice and support regional networking, each session will feature insights from the teams at the host attractions, exploring how they deliver an outstanding visitor experience – from arrival and welcome through to experience delivery, commercial performance and continuous improvement.

Alongside exclusive behind-the-scenes access, members will have the chance to connect informally with industry colleagues, share challenges, and exchange ideas in a supportive, peer-to-peer environment.

Our first Learning Journey of 2026 will take place on Thursday 19th March to Trimontium Museum in Melrose, winners of the 2025 Thistle Award for Best Visitor Attraction (South of Scotland) and the National Innovation Thistle Award.

Attendees will gain behind-the-scenes insight into how Trimontium delivers a high-quality visitor experience within a compact space, including the use of technology to bring stories to life, approaches to accessibility and family engagement, and the vital role of volunteers. The session will also explore how the Trust operates day-to-day, including staffing, funding challenges, innovation, collections and community work. Members will also have the opportunity to experience Trimontium’s VR offer and learn how it was developed and the benefits it has delivered.

Event format
Our Learning Journey to The Trimontium Museum will start at 1.30pm, finishing at 4.30pm. It will be free of charge and exclusively open to ASVA members.

Due to limited capacity, attendance will be prioritised for colleagues from ASVA Attraction Member orgnisations.

The ASVA General Meeting will take place online on Wednesday 28th January at 11:30am.  All ASVA members are welcome to attend.

The details:

Register for the zoom meeting

Download the agenda

Download the financial statements

Download AGM Minutes 2024

If you have any items or questions that you’d like raised in item 5, ‘Any Other Business’, please email these to us at info@asva.co.uk by 5pm on Tuesday, 20 January.

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.