Raising Quality

Attractions Schemes (VAQAS)

This information is part of the Quality Schemes topic:

In this topic:

• Accommodation schemes
• Attraction schemes
• Restaurants and pubs

VisitBritain (VB) are the only organisation to provide a nationally recognised, independently assessed quality scheme for attractions. It is known as VAQAS (Visitor Attraction Quality Assessment Service). You can access full information about the scheme by visiting the VAQAS pages under 'Quality' at the VB site www.tourismtrade.org.uk.

VAQAS

The purpose of the scheme is to recognise high standards of service and facilities, and to give the public an independent confirmation of this. Unlike the accommodation schemes there are no ratings or grades. Attractions either qualify as an accredited Quality Assured Visitor Attraction, or they don't. Each attraction is judged on its own merits and 'quality' is measured by comparing best practice between similar types of attraction.

Attractions apply and pay for inclusion in the scheme and an assessor will visit, unannounced. The whole visitor experience is tracked, from enquiry to departure, including signs, toilets, landscaping, enquiry handling and so on. Special emphasis is placed on cleanliness and customer service. Everything the attraction offers is considered, but if an attraction doesn't have a facility, like parking or catering, then this doesn't count against it.

After the visit a verbal debrief takes place. Strengths are highlighted and areas for development are raised. A detailed written report follows. If the attraction is accredited it can use the Quality Assured rose logo in its marketing. If it doesn't make accreditation the report sets out a roadmap for achieving it.

Benefits

As with any of the schemes, there are two types of benefit: management and marketing. VAQAS take the management benefits seriously. They produce a self-assessment toolkit for attractions to use before they apply and a Best Practice Guide which provides real examples of excellent practice from attractions around the country. The verbal and written reports are intended as management tools, highlighting areas of development. VAQAS participants also get access to advice and leaflets on a wide range of topics, from legislation to development ideas.

Marketing benefits include the use of the logo in the attraction's marketing and promotion through enhanced areas of www.visitbritain.com and www.enjoyengland.com.

Cost

In the first year there are two fees, a joining fee and an annual fee, thereafter just the annual fee applies. Fees are calculated based on visitor numbers. The lowest fees are for attractions with less than 20,000 visitors per year: £85 for the joining fee and £265 for the annual fee.

Also in this topic.

• Accommodation schemes
• Restaurants and pubs

Or return to Quality Schemes