The quality of visitor experience is fundamental to the success of any tourism business.   The new Code provides an opportunity for all attractions to demonstrate their commitment to quality.   But the Code also brings more immediate benefits to the business itself.   First, it is a seal of approval, because it represents an agreed industry-wide standard – one which the vast majority of attractions should have no difficulty in attaining.

Second, commitment to the Code entitles the business to benefit from tourism promotion initiatives by VisitBritain and, where appropriate, regional tourism bodies and local authorities.   This is explained below.

Many of the undertakings in the Code are timeless, and have merely been strengthened, such as the requirement to provide accurate information for visitors about the Attraction before their visit.   Others, such as the requirement to provide information about accessibility, and to pursue the business in a way that contributes to the sustainability of the area, reflect changes since the original Charter was issued.

The new National Code comes in two parts.   The first, set out in bold on the inside of the document, states the principles of the Code itself. The second in normal typeface,   provides a series of notes for Attractions operators, expanding on the principles of the Code and indicating ways in which they should be applied.

All individual Visitor Attractions, after reviewing the content of the Code and Notes, are asked to register their commitment to the Code.   The resulting updated and more comprehensive database of Attractions will enable VisitBritain, Regional Tourism Partners, RDAs, government and other bodies to understand the tourism sector more fully, to represent it more effectively and to support recognised Attractions in whatever way is appropriate.

On receipt of the completed Registration Form and the £25 Registration fee (which will cover the costs of the Scheme until March 2010), VisitBritain will provide:

• A (laminated) copy of the National Code for display prominently as required.   These copies will be produced in conjunction with the relevant sector associations.
• Inclusion of information about the Attraction on the EnglandNet database (which powers the EnjoyEngland and VisitBritain.com websites).
• Access to the latest VAQAS Best Practice Guide and Self Assessment Toolkit
• A twice-yearly newsletter outlining developments in attractions quality, particularly with regard to sustainability.
• Additional support as necessary, for example for attractions in developing access statements.     

We in VisitBritain regard production of this new National Code of Practice as a significant step forward in our mission to enhance Quality within English Tourism, and are grateful for the participation of sector association leaders in helping us to develop it.   From 1 April 2008, VisitBritain intends to restrict marketing of Attractions, including website listings and promotion, to those who have registered their commitment to the Code.   

Downloads:

• Download the National Code of Practice for Visitor Attractions (PDF 96KB)    

More Information:

If you have any questions before returning the Registration Form, please feel free to call the VisitBritain help line on 020 8563 3309, or e-mail qad@visitbritain.org.