Join the VisitEngland Visitor Attraction Scheme

About the scheme

Visitor attractions such as museums, art galleries, safari parks, gardens, historic houses and theme parks listed on Rated Trips are part of the VisitEngland Attraction Quality Scheme.

This scheme is designed to help visitor attractions to improve, whether through increased visitor numbers, a more engaged visitor experience or an increase in revenue. Any business can be assessed, as long as it meets our definition of a visitor attraction:

A permanently established excursion destination, a primary purpose of which is to allow public access for entertainment, interest or education and can include places of worship, rather than being primarily a retail outlet or a venue for sporting, theatrical or film performances. It must be open to the public for published periods of the year and should be capable of attracting day visitors or tourists, as well as local residents.

The assessment is tailored to the type of experience you offer visitors. The aim of the assessment is to add quality without taking away the character, style or uniqueness of your attraction. Whatever the theme of your attraction, assessors will look at the following areas: the welcome; presentation of the attraction; how you tell your story; catering and retail; staff efficiency and customer care knowledge.

Activities and tours

For attractions that provide an activity as the primary focus of their business, such as a zip wire ride or a horse riding experience, an activity-based assessment will be carried out by the assessor. A tour assessment is for those businesses that offer a tour as their primary or sole experience. Any type of tour can be scored, including bus tours, walking tours and boat tours. 

Download a Visitor Attraction application form

View the scheme fees



More scheme and awards news