Thank you for joining us at the ASVA annual conference 2025.
We’re pleased to welcome 400 people to this year’s conference. This page has a shortened programme for quick referencing and links to the main sources of information.
Wifi Code
Network: ASVA Conference Password: asva2025
Quick Reference Programme
Please refer to the colour on the bottom of your badge for what room and sessions you will be in for Sessions 1,2 & 3. If you have any questions, please speak to us at the registration desk.
09:00 – 09:30 Registration & Trade Exhibition Opens
09:30 – 10:00 Welcome & Introductions
Michael Golding, ASVA CEO and Richard Lochhead, Minister for Business & Employment
10:00 – 10:40 The Direction of Heritage Leadership: Today and Tomorrow
Nature, Beauty and Heritage for Everyone – Philip Long OBE FRSE, Chief Executive, NTS
Delivering Joy – Helen Smout, Chief Executive, Culture Perth and Kinross
10:40 – 11:10 Morning Networking Break
11:10 – 12:00 Breakout Session
Delegates have booked one of the following sessions
- – Visitor Experience & Satisfaction –
Creating the Perfect Blend, Angela Dineen, Operations Director, The Scotch Whisky Experience
The Mastery of The Macallan, Gillian Swan, Experience Manager, The Macallan Estate
- – Responsible Tourism and Community Engagement –
Realising the Potential of Scottish Tourism’s Birthplace, James Fraser, CEO, The Steamship Sir Walter Scott at Loch Katrine
National Museum – Local Impact, Claire Eva, Director of Audiences & Media, V&A Dundee and Julie Muir, Learning Manager, V&A Dundee
- – People and Inclusion –
Creating Community, Language Translations at The Burrell Collection, Laura Bauld, Senior Curator, & Michael Mackinnon, Digital Content Producer, Glasgow Life Museums
Panel: Tourism for Everyone
Jillian Schofield, Service Manager for Culture, Events & Tourism, Stirling Council. ASVA board member.
Kathryn Adam, General Manager, Merlin Entertainments.
Andrew Johnson, Managing Director of Visitor Centres Ltd.
12:00 – 12:30 Scottish Attractions Inspiring People Awards
12:30 – 13:30 Lunch Break
13:30 – 14:25 Becoming World Class (Panel)
Victoria Taylor, Experience Consultant, VictoriaTaylUK
Arantxa Garcia, Creative Director and Founder, Exhibio VM Creative Studio
Chris Mather, Founder & CEO, Mather & Co
Ian Stirling, Co-CEO/Co-Founder, The Port of Leith Distillery and The Lind & Lime Distillery
John Murray, Social Media Content Creator Manager, VisitScotland
Gayle Shepherd, Director of Executive Office and Social Impact, Glasgow 2026 Commonwealth Games
14:25 – 14:45 Balancing Purpose, Profit, and Experience
All for the Love of Animals: Balancing Commercial and Charitable Mission – Lisa Robshaw, Head of Marketing and Sales, The Royal Zoological Society of Scotland
14:55 – 15:15 Breakout Session 2
Delegates have booked one of the following sessions
- – Balancing Purpose, Profit, and Experience Continued… –
The Power of Experience: Turning Vision into Value – Stuart Cassells, Head of Sales – Generations, Gordon & MacPhail
- – Partnerships for Success –
Premium Experiences through Partnership, Adam Kennedy, Commercial Operations Director, Heritage Portfolio
- – Development for Financial Sustainability –
The Play Effect: Sparking Joy and Connection in Visitor Attractions – Mark Grimshaw, Associate Director, Timberplay Scotland &
Abbi Ollive, Visitor Attraction Director, Castle Howard
15:15 – 15:45 Afternoon Networking Break
15:45 – 16:30 Irish Innovation: Inspiration that Sparks Change
Catherine Flanagan, CEO Association of Visitor Experiences & Attractions, Ireland
Ethna Murphy, Great Lighthouses of Ireland
Catherine Keegan, Diageo Irish Brand Homes
16:30 – 17.25 The Big Picture – Where are we going?
Attracting International Visitors and Driving Growth, Louise Bryce, Director of Partnerships, VisitBritain
Scotland: Champion – Connect – Invest, Marc Crothall MBE, CEO, The Scottish Tourism Alliance
People, Place & Creative Power – Building a Visitor Economy that Belongs to Scotland, Vicki Miller, Chief Executive, VisitScotland
17:25 – 17:30 | Conference Close
17:45 – 19:45 Join us at Perth Art Gallery for our evening drinks reception
With thanks to our Conference Partners & Supporters:
