Association of Leading Visitor Attractions (ALVA)

The Association of Leading Visitor Attractions (ALVA) represents the views and achievements of the country's foremost visitor attractions to Government, the broader tourism industry,  business, media and the public.

These attractions include the UK's most popular, iconic and important museums, galleries, palaces, castles, cathedrals, zoos, historic houses, heritage sites, gardens and leisure attractions, comprising of over 2,200 tourist sites, hosting over 119 million domestic and overseas visitors each year. This accounts for around 28% of the visits made annually in the UK.

ALVA members seek to provide people with the highest quality of visitor experience, presentation, interpretation, education, service and enjoyment. They are at the leading edge of Britain's tourism industry, making substantial contributions to the UK's economy and employment and together, commanding influence and respect in both government and non-government circles.
Together, the Association of Leading Visitor Attractions aims to promote co-operation, networking and information sharing between its members in order to continually improve the high standards of visitor management and visitor experience.

ALVA's main objectives: 

• To advocate to national and local government the importance of ensuring that tourism interests are fully considered in infrastructure decisions.
• To encourage and influence national and local government in their funding support for the maintenance, upkeep and further development of visitor attractions, and the fabric of their building and estates.
• To advise government during its consideration of fiscal and taxation issues which affect member attractions and the tourism industry in general.
• To demonstrate to both central and local government the cost-effectiveness of the marketing and promotion of tourism, and the importance of adequate public funding of these activities.
• To exchange information and ideas between members so that presentation, service, customer care, good practice and value for money are maintained at the highest standards

Visit ALVA's website to find out more.