VAQAS is the Visitor Attraction Quality Assurance Service. It is VisitBritain’s quality assessment service for all types of visitor attractions throughout England. The service was launched nationally in 2001 after a 3-year pilot scheme in three tourist board regions; South West, Heart of England and East of England. Today there are participants from all regions in England from Cumbria to Cornwall and from all areas of the industry. Participants include British Airways London Eye, Historic Royal Palaces, the Imperial War Museums, RSPB, English Heritage and National Trust properties. Many small, independent, volunteer run museums and many local authority owned museums also participate. VAQAS has worked closely with Regional Development Agencies and Destination Management Organisations as well as national associations such as Museum, Libraries and Archives Council and regional consortiums such as the New Forest Attraction Group. It is licensed to Visit Wales, operates in the Channel Islands and has given advice to the national tourist boards of New Zealand, Denmark and Malta, amongst others. All areas that impact on the quality of the visitor experience are included in the assessment, ranging from the initial enquiry through to the departure. The assessment will recognise areas that may be unique as well as common areas. Where an attraction does not have a particular facility, such as a car park or catering, those aspects are not included. The service does not attempt to grade attractions but assesses each on its own merits using objective quality benchmarks, provided by the industry. The assessment is an annual visit at any time when the attraction is open to the public. The visit, by an experienced quality assurance assessor, is unannounced, although one key contact at the attraction will be advised beforehand. The assessment is followed by a one to one debrief. The objective feedback is for consideration and is based on examples of best practice drawn from the attraction industry. Each visit is followed by an assessment report and, if successful, the accreditation of ‘Quality Assured Visitor Attraction’. | 
