Code unveiled to boost UK tourism

VisitBritain is launching a national Code of Practice that aims to improve the quality of the country’s visitor attractions. The code will be introduced on April 1 next year.

The Code of Practice for participants of the Visitor Attractions Quality Assurance Service (VAQAS) will have 15 principles that an attraction must commit to, such as providing accurate descriptions of operating hours, amenities, facilities and services, entry prices and any additional charges.

From next year, the tourism authority will only promote attractions that sign up to the code. It will cost participants £25 to be subscribed to the scheme until 2010.

The attractions will also have to provide information about pre-booking and significant entry restrictions, sustain high standards of maintenance, customer care, courtesy and cleanliness and provide facilities for visitor comments and complaints.

Participants will receive a copy of the Code, which they can display at point of entry, access to a benchmarking and best practice guide, and regular newsletters.

The code is supported by the Association of Leading Visitor Attractions, the Historic Houses Association and Heritage Railways, as well as the National Trust and English Heritage.

Jeremy Brinkworth, VisitBritain’s general manager for quality, says: “Britain’s tourism industry must do all it can to keep its visitors returning year after year.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here