Helping Attractions Thrive: What matters most to ASVA members?

Added: 20 Oct 2026

Michael Golding, CEO of ASVA, reflects on the findings of our recent membership survey and how they will help shape the organisation’s future.

We recently asked what you wanted from the future of ASVA. First of all, I’d like to thank everyone who took part. We received 92 responses covering what you value and what you need in the years ahead.

The feedback was positive, with 69% of respondents rating ASVA’s value at 4 or 5 out of 5. You value having a voice for Scottish attractions and a network of colleagues who understand the sector. You also highlighted the benefits of ASVA Cards, data, the Jobs Board, conference, training and the Quality Scheme.

It’s encouraging to hear that these services are making a difference, but just as importantly, your feedback helps us understand where we can do more.

Your priorities

Four issues stood out when we asked what would matter most to your organisation through to 2031:

Understanding changing visitor needs and expectations: 74%.
Increasing income and commercial performance: 54%.
Reaching new audiences and markets: 48%.
Improving the visitor experience: 43%.

These give us a clear focus for the next stage: how ASVA can help attractions respond to their visitors, improve their performance and reach more people.

Making more of your membership

The survey heard from colleagues at different levels, from senior leaders and site managers to marketing teams and staff working directly with visitors.

People use ASVA in different ways. A senior leader may look to us for sector insight and representation, while a colleague working with visitors may be more interested in training or learning from another attraction through an ASVA Card. We want membership to be useful across your organisation, whatever someone’s role.

You told us you would welcome more practical examples from other attractions, more opportunities to learn from each other and more timely data about visitors and spending. There is also an opportunity to help more colleagues discover the support available, including how the Quality Scheme can help their attraction improve.

One of the things I’m particularly keen to address is how we make it easier for members to get the most from everything ASVA offers.

Through this process, we aim to consolidate ASVA’s services into one clearer, connected offer, with your priorities guiding how we develop it. We want to make it easier to see how the different benefits support your attraction, find what is useful to you and understand the difference ASVA makes.

What happens next

I’m now working with the Board to develop our new strategy and business plan, with the aim of launching early in 2027.

We are considering where we can make the greatest difference for members, building on the services you value and looking at how we can develop them with the time and resources available.

There will be further opportunities to help shape the plan as the work progresses. We will share those with members and keep you updated on the next steps.

Thank you again to everyone who contributed. Your views really do matter, and they will play an important part in shaping the next chapter for ASVA.

Michael Golding
CEO, ASVA

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