Events

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.

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Join us for an essential industry update with Josh Ryan-Saha, Director of TravelTech for Scotland and a leading voice in tourism innovation, exploring the fast-moving world of technology trends shaping visitor attractions today. From the rapid rise of agentic AI—where intelligent systems don’t just respond, but act autonomously on behalf of visitors and businesses—to the growing impact of data-driven personalisation, immersive experiences, and AI-powered operations, this session will cut through the hype and focus on what really matters for attractions. Across the sector, AI is evolving from a support tool into a proactive agent that can anticipate needs, streamline operations, and transform the visitor journey end-to-end. But what does that actually look like in practice? In this session, Josh will share: The latest emerging tech trends shaping the attractions sector A clear, practical view of agentic AI and its real-world implications Selected industry examples to illustrate how these technologies are being applied Key opportunities—and pitfalls—to be aware of as you plan ahead Whether you’re just starting your digital journey or looking to stay ahead of the curve, this session will give you the insight and clarity to take confident next steps.

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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

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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

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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.

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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.

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