Industry Update: New ASVA Quality Scheme now open for registration

The Association of Scottish Visitor Attractions is delighted to confirm the successful launch of its new Quality Scheme, and a positive response from industry.  Since launching in April, a range of attractions have demonstrated their commitment to providing quality visitor experiences by signing up, with over 20% of ASVA members already registered.

Developed by the industry, for the industry, the scheme sets out to recognise and support World Class visitor experiences across Scotland through robust assessment, tailored training, and a star grading system. It’s a not-for-profit initiative, shaped by consultation with attractions of all sizes.

Why Join?

• Annual or biennial in-person assessment visits
• Star grading aligned with World Class standards
• Digital and physical signage at no additional cost
• Industry Benchmarking opportunities (available from late 2025)
• Access to exclusive scheme-specific training
• Optional support services including advisory visits, in-person consultation, and website audits

The scheme has a transparent, tiered pricing model based on visitor numbers. Entry fees start from £250, ensuring affordability across the sector. With VisitScotland no longer offering a quality assurance scheme, this new programme fills a critical gap in the market and provides a powerful tool for attractions to promote and develop their offer.

The scheme leader Anne Sandilands has a background of 20+ years’ in visitor experience and assessment, this ensures credibility and consistency in delivery from the outset.

Ross McMillan, Head of Destinations Scottish Canals said:

“We are delighted to see ASVA’s Quality Assurance scheme go live. The meticulous approach and commitment to develop a QA scheme in collaboration with the industry has delivered on grading, training and support which will all be of tremendous value to our teams going forward. We look forward to our grading visits, support and insights that will come from being part of this.”

Alex Harvie, Head of Marketing Communications and Destination Marketing at Glasgow Life and Vice Chair of the ASVA Board, said:

“One of Glasgow Life’s main purposes is to support Glasgow’s visitor economy and enhance its reputation as a great place to live, work, learn and visit. Naturally, we are proud to be part of ASVA’s new Quality Scheme, which will raise standards across the tourism sector in Scotland and enable it to grow and become a world-class industry. The scheme will also support ASVA’s vision of delivering world-class experiences through sector-specific advice, tailored training and a star grading system. Most importantly, the Quality Scheme will ensure attractions throughout the country remain at the heart of Scotland’s visitor economy.”

Paul Nixon – General Manager Real Mary King’s Close, said:

“The new ASVA Quality Assurance scheme delivers significant value to my business. In practical terms, its cost equates to attracting 12 visitors per year to our site. The specialist feedback from the assessor alone will be instrumental in driving our standards forward. Moreover, the data provided by the scheme reinforces our belief that joining was an obvious choice for The Real Mary King’s Close.”

“We’re excited to be joining ASVA’s new Quality Scheme as it’s a scheme designed by and for Scottish attractions, ensuring a world class experience across the country. We look forward to welcoming the grading team to Aberdeen in due course!” – Bryan Snelling, CEO, Aberdeen Science Centre

High Life Highland Chief Executive, Steve Walsh said:

“High Life Highland is delighted that the Inverness Museum and Art Gallery is one of the first to sign up to ASVA’s newly introduced Quality Scheme. We also manage several visitor attractions including the Highland Folk Museum at Newtonmore, the Inverness Botanic Gardens and Ben Nevis Visitor Centre that will also be joining the scheme. Not forgetting of course that the Inverness Castle Experience will also join later this year.  We fully support ASVA’s vision of delivering world class experiences for visitors and look forward to working with them to ensure our attractions are loved by those who visit and in turn help boost the Highland economy.”

To join or find out more, visit www.asva.co.uk/quality-scheme , email our Quality team via quality@asva.co.uk, or contact Anne Sandilands directly at anne@asva.co.uk.

Together, we can define what World Class looks like for Scotland’s attractions—and deliver it.