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ASVA appoints Ross McMillan as Chair to help shape the future of Scotland’s visitor attractions

Added: 05 Nov 2026

The Association of Scottish Visitor Attractions (ASVA) has appointed tourism leader Ross McMillan as its next Chair, as Scotland’s visitor attractions sector focuses on growing audiences, improving commercial performance and delivering world-class visitor experiences.

Ross, Head of Destinations at Scottish Canals and ASVA’s current Vice-Chair, will take up the role following the conclusion of the organisation’s AGM in January 2027. He will succeed Paul Nixon, who has chaired ASVA since 2022 and is retiring from the Board after completing his maximum term of service.

The appointment comes as attractions adapt to changing visitor expectations and economic conditions, and seek to attract domestic and international visitors. A recent ASVA member survey identified understanding changing visitor needs, improving commercial performance, reaching new audiences and delivering better visitor experiences as leading priorities.

Those findings are informing ASVA’s new strategy and business plan, which it plans to launch in early 2027. Members will continue to play a central role in shaping the organisation’s priorities, with further opportunities to help develop the plans.

Paul’s time as Chair has spanned the sector’s recovery from the pandemic and the landmark decision to launch ASVA’s national Quality Scheme. Combined ASVA and Quality Scheme memberships grew by 86% in the year to March 2026, with 77 percentage points from the Quality Scheme and nine from ASVA annual membership. ASVA’s team has expanded from three to seven staff over the past 18 months, increasing its capacity to support members.

Ross currently leads tourism and destination development across Scotland’s canal network, including internationally recognised attractions such as The Falkirk Wheel and The Kelpies. He brings more than 20 years’ experience across tourism, hospitality and destination development. His previous roles include developing outdoor experiences at Crieff Hydro and helping open the social enterprise Mackintosh at the Willow.

Ross’s experience includes developing new visitor products, growing commercial income and building partnerships across the public, private and charitable sectors. As Chair, he will lead the Board and work closely with CEO Michael Golding to support ASVA’s continued development.

Ross McMillan said:

“Scotland’s visitor attractions play a vital role in our tourism economy, our communities and our national story. As Chair, I want ASVA to ensure attractions of every size and type have the support, insight and representation they need to thrive.

“Members have been clear about the support they need. My focus will be on helping the Board turn those priorities into clear choices, supporting Michael and the team to deliver practical value, and ensuring the contribution of attractions is recognised where decisions affecting our sector are made.

“Paul leaves ASVA in a strong position. I look forward to building on that work with the Board, our members and partners.”

Michael Golding, CEO of ASVA, said:

“Visitor attractions are at the heart of Scotland’s tourism offer, welcoming millions of visitors each year and supporting jobs and economic activity across the country.

“Our members’ priorities are helping shape both ASVA’s future plans and the leadership needed to support them. Ross brings experience of growing businesses through better visitor experiences, alongside a strong understanding of ASVA and the community it serves.

“Our aim is to help members attract visitors, deliver outstanding experiences and, by doing so, fulfil their purpose. Ross’s commercial experience and commitment to listening will be valuable as we turn that ambition into our next strategy and business plan.

“I am hugely grateful to Paul for his leadership and support. He has helped guide ASVA through the sector’s recovery from the pandemic and backed the landmark decision to launch our Quality Scheme. That combination of support through difficult times and ambition for the future leaves us with strong foundations to build on.”

Paul Nixon, Chair of ASVA, said:

“It has been a privilege to chair ASVA through a period of such significant change. Helping members rebuild after the pandemic and taking the decision to launch a new national Quality Scheme stand out as landmark moments. I am proud of what the Board and team have achieved together, and the stronger organisation we can hand on.

“Ross knows ASVA well and brings his own experience, ideas and energy to the role. I am delighted to be handing over to him in January and look forward to seeing the organisation continue to grow its value and influence.”

Members and industry colleagues will have the opportunity to meet Paul and Ross at the ASVA Conference at Perth Concert Hall on Thursday 12 November. Programme information and tickets are available at www.asva.co.uk/asva-conference-2026/.