Gordon Morrison is the CEO of the Association of Scottish Visitor Attractions (ASVA), the representative body for the attractions sector in Scotland, a position he has held for over 3 years. In this role, he has responsibility for the day-to-day operations and overall leadership of the organisation. Over the last 2 years, he has been instrumental in helping the attractions sector in Scotland navigate a path through the pandemic, providing detailed advice and guidance to tourism businesses and ensuring that the voice of the sector is heard within the corridors of power at Holyrood. As well as sitting on the STA Council, he is an active participant in a number of key industry groups, including the Scottish Tourism Skills Group, the Scottish Thistle Awards Industry Panel and the Scottish Tourism Emergency Response Group for Sectoral Organisations
Gordon previously worked as a Quality & Tourism Manager with VisitScotland where he was responsible for the delivery of the highly regarded Visitor Attraction Grading Scheme. He was also Commercial & Visitor Services Manager with Museums & Galleries Edinburgh where he led on shaping the visitor experience at iconic attractions such as the Scott Monument and Museum of Childhood.
In over 15 years of working with the sector, Gordon has visited and offered advice to hundreds of different attractions across the country. He is universally known within the Scottish tourism industry as the authoritative voice on all things relating to the visitor attractions sector.
